14: 05: 2026
Mother’s Day Rose Market Falls Short as Oversupply Weighs on Prices
The rose market in the Netherlands delivered a disappointing performance around this year’s Mother’s Day trading period, with high volumes and weak prices dampening expectations of a seasonal recovery.
After a difficult April, growers and traders had been counting on the traditional Mother’s Day demand spike to lift the market. However,
according to Aart Buizer of Fresco Flowers, the anticipated rebound largely failed to materialise.
“Following King’s Day, we saw genuinely strong prices on the Tuesday, likely driven by the long weekend effect. Sales were positive and volumes remained manageable. However, in the following week, supply increased sharply while prices moved in the opposite direction,” Buizer explained.
Multiple Pressures on the Market
Buizer attributes the weak performance to a combination of global and logistical challenges.
One of the most significant factors has been the ongoing conflict in the Middle East, traditionally a key export destination for roses.
“Roughly 30 per cent of the volume that would normally be shipped to that region is no longer moving there. Much of that product is being redirected back into the European market, adding further supply pressure,” he said.
At the same time, elevated airfreight costs continue to strain the international flower trade. Fewer flowers were shipped during April as exporters sought to manage costs, while unpredictable weather conditions in Kenya have made production planning increasingly difficult.
“In the past, growers could predict seasonal weather patterns with confidence. Today, weather conditions have become far more erratic, and that uncertainty is clearly reflected in production levels,” Buizer noted.
A Flat Mother’s Day Market
Ordinarily, Mother’s Day provides a much-needed boost after the slower April trading period. This year, however, the market remained subdued.
“We were already concerned heading into the Monday before Mother’s Day. There was a large volume of flowers available, and many growers were banking on strong Monday demand. But with prices already weak going into the weekend, there was little reason to expect a sudden turnaround,” Buizer said.
The rest of the week followed a similar pattern, with only modest price improvements toward the close of trading.
“It was steady at best, but certainly not the kind of pricing that excites growers or traders.”
Consumers Tightening Spending
Buizer also believes broader economic pressures are affecting flower consumption.
“There is a clear sense that consumers are tightening their purse strings. With constant headlines about inflation, rising fuel prices and economic uncertainty, flowers are increasingly viewed as a discretionary purchase that can be skipped.”
Logistics and Quality Remain Strong
Despite the pricing challenges, Buizer highlighted several positive developments.
“Logistics performed exceptionally well. Operations were handled efficiently both from Kenya and internally at Royal FloraHolland, and overall flower quality was strong. We had simply hoped the market would reward that with better prices.”
Earlier Intervention by Growers
Oversupply and flower wastage are not uncommon during April, traditionally a slow month for roses due to lingering Valentine’s Day volumes, abundant tulip availability and shifting consumer attention toward gardening.
However, Buizer notes that growers responded more quickly this season.
“The tipping point has shifted. With current airfreight costs, shipping flowers to Europe becomes unprofitable much sooner than it did previously.”
Historically, growers would begin reducing shipments when auction prices dropped below approximately €0.15 per stem. This season, intervention began at closer to €0.18 per stem.
“As a result, roses were culled earlier and likely in greater quantities than in previous years.”
For Kenya’s floriculture sector, the developments highlight the growing need for agile production planning, cost management and market diversification as global trade conditions become increasingly unpredictable.
Edited: Original Version Royal Floraholland.