Fragrance in Focus: Exploring Grower Trends in the Floral Industry

Survey Questions

  • How important is a plant’s fragrance to your decision to grow it as a cut flower?
  • Why do you grow fragrant plants?
  • List up to 5 of the top-selling fragrant flowers you grow

Survey Background

This Insight delves into a member survey conducted by The Slow Flowers Society, a distinguished organization that inspires the floral industry towards embracing local, seasonal, and sustainable practices. The respondents, primarily small business owners, provide unique perspectives that differ from typical consumer surveys, giving us a deeper understanding of the industry dynamics.

Flower Growers Answered

The survey shows a varied stance among growers on the role of fragrance in their cultivation decisions. A notable 47.89% rated fragrance as “Somewhat Important”, balancing between the sensory appeal and other factors. A considerable 23.94% considered it “Not so important”, indicating other aspects might take precedence. However, the combined 19.72% for “Very Important” and “Extremely Important” reflects the significant role fragrance plays for a segment of growers and their clients.

The reasons for cultivating fragrant flowers range widely. “Client Preferences” lead as a primary motivator for 47.89% of growers, aligning their choices with market demands. Additionally, 35.21% grow fragrant flowers for their versatility in value-added products like bath and body items. The diverse responses in the ‘Other’ category (40.85%) highlight the multifaceted nature of this decision, encompassing personal preferences and unique market needs.

How important is a plant’s fragrance to your decision to grow it as a cut flower?

Why do you grow fragrant plants?

The survey uncovers the most favored fragrant flowers among these business owners. Roses are at the forefront, chosen by 48.53%, followed by peonies and stock, reflecting both their popularity and market demand. Varieties like basil and lilacs, though less commonly grown, indicate niche preferences and the diversity within the fragrant flower market.

Percentage of Growers Growing a Specific Fragrant Flower


Price as a factor is not corroborated by income and garden budget crosstabs

  • If price is a key factor, we’d expect it to be more important for smaller budgets & lower incomes
  • Instead, it’s actually gardeners with higher budgets that plant more frequently from seeds
  • To get a more complete picture, we’re working on crosstabs for Experience Level – stay tuned