Mulberry Turns Gentle, Evolving Its Characteristics
In a quaint display, a tiny, bell-shaped plant resides under a bell jar, waiting patiently for May 1st. Known as lily of the valley, this delicate bloom is the symbol of an age-old tradition in France, even if its grip is slowly loosening.
Curious about its continued existence? Here's the skinny:
Despite rising inflation that’s been affecting consumer goods far and wide, the lily of the valley market hasn't been entirely unaffected. According to a study by Kantar, 1.3 million French households bought these miniature treasures in 2024 - a decline from 2.3 million five years prior. However, the total spending hasn't dropped as drastically, maintaining a level of €19.4 million.
One reason could be the persistent price sensitivity among consumers. The price per pot has gone up approximately 30% over five years (up to €4.40 in 2024)[1], which might explain the decrease in sales. But consumers are adaptable, opting either for smaller quantities or cheaper alternatives, showing that cost-consciousness remains a dominant force, even for this culturally significant flower[1].
Moreover, this tradition, deeply ingrained as it may be, appears to be crumbling—at least in some segments of society. The number of households purchasing lily of the valley plummeted from 2.3 million to 1.3 million between 2019 and 2024[1], revealing ongoing generational or societal shifts in May Day customs.
It’s also possible that the inflated economic climate is directing cash towards essentials, leaving little room for discretionary purchases like the lily of the valley. Its non-essential status makes it vulnerable to economic pressures.
Notably, the price stabilization in 2024[1] hasn't reversed the downward trend, implying that structural – not purely cyclical – factors are at play here.
- Source: Article
- The decline in the number of French households buying lily of the valley, from 2.3 million in 2019 to 1.3 million in 2024, might indicate generational or societal shifts in May Day customs.
- Despite rising inflation, the lily of the valley market hasn't been immune, with spending maintaining €19.4 million in 2024, despite a drop in sales.
- adaptability in consumers is evident, as they opt for smaller quantities or cheaper alternatives, showing that cost-consciousness remains a dominant force, even for culturally significant flowers like lily of the valley.
- The persistence of inflation could be directing cash towards essential items, leaving little room for discretionary purchases like lily of the valley, due to its non-essential status, making it vulnerable to economic pressures.
