Market Data

｜Overview｜Japanese Market｜

Overview

International market share in the international flower markets, Kenya is the largest supplier to the EU representing 31% of their imports. The major market for Kenyan flowers is Holland with 69% of all the Kenyan flower exports through the Dutch auctions. Kenya has become the European Union's biggest source of flower imports and overtaken Israel as market leader. It has a 25% market share, beating Colombia and Israel which each have about 16%.

Two thirds of these blooms go to the Netherlands, which dominates the trade in cut flowers worldwide through its auction halls where Dutch wholesalers buy flowers for re-export to markets as far away as the United States and Japan.

But direct exports to the UK also account for a quarter of Kenya's sales to the EU, making it the country's second market and one that many growers focus on.

Roses make up 74% of Kenya's flower exports, followed by carnations which are the most popular flower in Britain at less romantic times because they last longest.

Main destinations for Kenya Flowers Holland (major proportion re-exported) 65% Britain 25%  Germany 5% France 2%  Others 3%

Japanese Market

Cut flower exports from Kenya to Japan started over a period of fifteen years(15) ago, however Japan has been importing most flowers from the Netherlands auction which buys the bulk of Kenyan flowers and then re-sells to other markets after adding value.The Kenyan flower market to Japan remained low for over a decade owing to lack of direct flights, information and marketing strategy.

The main cut flower imported to Japan from Kenya comprise of various species of the rose flower. Kenya’s rose imports into the Japanese market account for a moderate 6% of Japan’s overall import in the rose market.