"Flasta" (Flower Stands) a new catalyst? Florist market reaches 225.0 billion yen, increasing for the first time in 2 years. Strong performance for events due to "special feeling", expected to continue expanding by capturing "experiential consumption"

Teikoku Databank, Ltd. conducted a survey and analysis of the "florist" market nationwide.

SUMMARY

The florist market (based on business operator sales) for fiscal year 2025 is projected to be approximately 225.0 billion yen, turning to an increase of 1.4% year-on-year for the first time in two years. Over-the-counter sales continued to slump due to consumers holding back on buying flowers and ornamental plants, which are not daily necessities, and the downsizing of ceremonial occasions. On the other hand, in addition to the solid demand for "Mother's Day", the demand for "flasta" (flower stands) that has taken root in live performances, stage plays, and concerts, as well as the expansion of experiential consumption such as photo spots and flower walls, supported the market's recovery.

[Survey Target] Companies developing "Flower and Plant Retail Business (Florist)" as their main business

[Note 1] Data on business performance, etc., was aggregated based on corporate summary files held by Teikoku Databank as of March 2026

(COSMOS2, containing about 1.5 million companies), corporate credit research reports (CCR, containing about 2 million companies), and external information.

[Note 2] Total of business operator sales (segment sales, including estimates). The figures for FY2025 are based on each company's forecasts.

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"Flasta" a new catalyst? Florist market increases for the first time in 2 years

The market size of florists (based on business operator sales) in fiscal 2025 (financial results for the period from April 2025 to March 2026) is expected to reach around 225.0 billion yen. This represents an increase of approximately 1.4% from the previous fiscal year, and is expected to exceed the previous year for the first time in two years. Although the florist market dropped significantly during the COVID-19 pandemic and has been flat in recent years, efforts and cultivation of new genres are progressing, such as for events like "Mother's Day," as well as increased demand for high-unit-price and highly profitable "flower stands (flasta)" that have recently become established at live performances and concerts.

In other environments surrounding domestic flowers and ornamental plants, the International Horticultural Expo (Flower Expo), the first in 37 years since the Osaka Flower Expo, will be held in Yokohama City, Kanagawa Prefecture in 2027 (2027 International Horticultural Expo, GREEN x EXPO 2027). In the florist industry, there are also high expectations for the effect of re-evaluating the culture of incorporating flowers into lifestyles as "interaction with flowers" increases through pre-events and related events.

Looking at the business performance trends (including forecasts) of florists, for FY2025, over 60% expected performance "on par with the previous year," meaning flat from the previous year. On the other hand, "increased revenue" reached 18.5%, and in terms of profit and loss, "increased profit" from the previous year accounted for 40.9%, an increase from the previous year (32.6%). In addition to flower arrangements being chosen as casual gifts for family and friends, starting with Mother's Day events, the value of flowers as photogenic and immersive content, such as "experiential" flower walls and photo spots, is being reconsidered. As a result, spatial production projects such as highly profitable events and exhibitions, and green rentals for offices and commercial facilities increased, and business performance trended toward improvement, centered on florists capable of providing floral decorations for large displays. Among florists offering highly hobby-oriented and specialized products such as dried flowers and caudex plants, there were cases where they cultivated a strong fan base through internet mail order (EC sites) and linked it to growth.

In addition, recently, "flower stands (flasta)" given individually or by groups as part of "Oshikatsu" (supporting one's favorites) by fans to performers at live shows, concerts, and stage plays have become a staple. Flasta, which express the image and concept of performers and characters with flowers and panels, require high design and technical skills, so there are few competitors, making it easier to aim for high unit prices and high profitability compared to general fresh flower sales. While over-the-counter sales of flowers for home use are slumping, for florists who excel at large-scale floral decorations, the expansion of such "Oshikatsu" and "experiential types" also contributed to supporting business performance.

On the other hand, in terms of profit and loss, florists with "decreased profit" (including forecasts) accounted for 24.8%, and "deficit" accounted for 33.6%, with the ratio of "deteriorated business performance," combining decreased profit and deficit, reaching 58.4%. Although it declined from the previous year (66.6%) when it exceeded 60%, there were still many florists who found it difficult to secure profits. Amid prolonged high prices, consumers continue to hold back on buying for home use (household use), which are not daily necessities, and price competition with major mass retailers such as food supermarkets and home centers is fierce. In addition, downsizing and simplification have progressed for ceremonial occasions, which previously expected stable demand such as huge fresh flower altars, and florists whose main customers are these destinations were significantly affected by the decrease in orders. On the other hand, purchase prices of flowers and ornamental plants are rising due to soaring fertilizer and material costs, and operating costs to maintain the freshness of flowers are also piling up as logistics costs and utility costs soar, continuing a situation with no leeway in terms of profit. As a result, it has become noticeable that florists who delayed passing on prices for fear of losing customers were forced into decreased revenue and significant deficits.

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"Experiential value" such as Oshikatsu, appealing through flowers is the key to market expansion

At present, it is becoming difficult to survive with conventional over-the-counter retail and "conventional dependence on ceremonial occasions." In addition to high fertilizer prices, further price hikes for flowers and ornamental plants are expected against the backdrop of high crude oil prices, creating a situation where an increase in purchase prices is inevitable. Furthermore, due to product characteristics, temperature and moisture management are essential for flowers and ornamental plants to maintain freshness, making them susceptible to the effects of increased transportation costs and decreased transportation capacity, and it is also necessary to respond to cost increases such as labor and utility costs. On the other hand, amid digitalization and efficiency, the value of flowers as a tool to produce the experience (time) of "conveying thoughts" is being re-evaluated, and the penetration of flower stand culture attracting attention through "Oshikatsu," as well as the establishment of new cultures using flowers as materials, such as "men giving flowers to women on Valentine's Day," are also becoming driving forces generating demand for flowers and ornamental plants.

While the skills of florists, such as creating "photogenic" flower arrangements, are also being tested, how they can provide "experiential value through flowers" is seen as the key to surviving the future florist industry.