The 2009 ASHS Annual Conference

Flower color is a dominant product attribute of fresh flowers, likely playing a key role in purchase preference.  Previous studies showed flower color preference differed by gender.  Data for this study was collected by the Ipsos-National Panel Diary Group (NPD) for the American Floral Endowment (AFE) which maintained an extensive consumer panel with 24,640 floral transactions from 1992 to 2005. Multinomial logit analysis of single stem cut flower purchases showed that men and women differed in their flower color preferences, but that color preference also varied with other demographic characteristics and by occasion. The highest percentage of flowers purchased were bronze/rust, orange, or red/crimson (34%) while the lowest percentage of flowers were (10.01%) yellow, and other flower colors accounted for < 5% of purchases. Both men and women were more likely to buy red/bronze flowers for an anniversary and buy peach/pink flowers for Mother’s Day.  Over time, women were less likely to purchase peach/pink flowers and men were less likely to purchase red/crimson, bronze/rust and orange flowers. Both male and female consumers’ demand for blue/purple and yellow flower colors increased overtime.