2025 Belgium Forever Rose Trend Report

Belgium, a country known for its timeless appreciation of aesthetics and symbolism, continues to be a hub for refined gifting trends. From its rich cultural heritage that combines Franco-Flemish traditions to its deep-rooted love for artisanal craftsmanship, Belgium sets the stage for thoughtful and elegant expressions of sentiment. And now, in 2025, the rise of forever roses is redefining how Belgians approach floral gifting.Forever roses, meticulously preserved flowers that can last for years, are becoming increasingly popular as gifts that blend sustainability, beauty, and emotional meaning. This report explores the cultural and market significance of this trend, covering everything from consumer segmentation to design preferences and actionable strategies for businesses entering the preserved floral market in Belgium.

Understanding the Forever Rose Trend

Forever roses are no ordinary flowers. These are real roses that are preserved to maintain their beauty and texture for years, making them an appealing and luxurious alternative to traditional bouquets. In Belgium, where flowers have long been a staple of romantic, ceremonial, and familial gestures, forever roses cater to a modern need for timeless beauty, emotional durability, and eco-conscious gifting.This trend reflects a shift in Belgian consumer preferences toward sustainable luxury, personalization, and gifts with enduring value. It frames the forever rose as not just a product but an experience—one that combines aesthetics with symbolic emotion.

Consumer Segmentation in Belgium

To better understand how forever roses are shaping Belgium’s gifting market, it is essential to analyze consumer demographics and behaviors. Buyers can be segmented by age group and gender, revealing unique purchasing patterns.

By Age Group

• 18–24 (Gen Z):
• Preferences: Driven by visual appeal and social media trends, these buyers favor colorful and trendy forever roses, such as bright pink or pastel tones. Uses: Frequently purchase them for romantic gestures (e.g., first anniversaries) or milestones like graduations. Behavior: Price-sensitive, influenced by TikTok and Instagram.Popular Formats: Mini arrangements or single roses in domes.
• Preferences: Driven by visual appeal and social media trends, these buyers favor colorful and trendy forever roses, such as bright pink or pastel tones.
• Uses: Frequently purchase them for romantic gestures (e.g., first anniversaries) or milestones like graduations.
• Behavior: Price-sensitive, influenced by TikTok and Instagram.
• Popular Formats: Mini arrangements or single roses in domes.
• 25–34 (Millennials):
• Preferences: Medium-sized arrangements in neutral or pastel colors dominate. They value stylish packaging and fast delivery for special occasions like engagements or anniversaries. Uses: Romantic gifts or home décor. Behavior: Digital-first, with emphasis on social media-worthy unboxing experiences.
• Preferences: Medium-sized arrangements in neutral or pastel colors dominate. They value stylish packaging and fast delivery for special occasions like engagements or anniversaries.
• Uses: Romantic gifts or home décor.
• Behavior: Digital-first, with emphasis on social media-worthy unboxing experiences.
• 35–50:
• Preferences: Sophisticated, high-quality designs with personalization options. Red and white roses remain classics. Uses: Gifting to partners, parents, or professional contacts. Behavior: Willing to spend more for premium, meaningful gifts.
• Preferences: Sophisticated, high-quality designs with personalization options. Red and white roses remain classics.
• Uses: Gifting to partners, parents, or professional contacts.
• Behavior: Willing to spend more for premium, meaningful gifts.
• 50+:
• Preferences: Favor traditional colors and larger arrangements. Uses: Gifting for milestone birthdays, family celebrations, or anniversaries. Behavior: Prefer offline or assisted online shopping experiences.
• Preferences: Favor traditional colors and larger arrangements.
• Uses: Gifting for milestone birthdays, family celebrations, or anniversaries.
• Behavior: Prefer offline or assisted online shopping experiences.

By Gender

• Women (65% of buyers): Women often gift forever roses to family, partners, or enhance their personal space. They seek color harmony, symbolic meaning, and elegant box designs.
• Men (35%): Men dominate purchases around events like Valentine’s Day and anniversaries, often choosing heavy symbolism (e.g., red roses) and appreciating value-added features like personalized messages.

Purchase Channels & Buyer Behavior

Belgium reveals a hybrid purchasing behavior combining traditional florists with growing digital demand. Here’s how the market operates:

Discovery Channels

• Younger groups are drawn to Instagram, TikTok, and Pinterest. Social media heavily influences their purchasing decisions.
• French-speaking regions favor Pinterest over Instagram, while Dutch-speaking buyers predominately rely on Google Shopping or search results.

Buying Journey

Gifting events like Valentine’s Day and Mother’s Day drive gift-giving activity. Most purchases happen within 5–10 days prior to the occasion, but last-minute shopping is rising thanks to mobile platforms that offer express delivery.

Popular Platforms

Websites like Bol.com, Etsy, and luxury florists’ online stores dominate Belgium’s preserved floral market. Urban centers (Brussels, Antwerp, and Ghent) demand same-day or 48-hour delivery options, reflecting an appetite for convenience.

Price Sensitivity & Product Tiers

Price plays a pivotal role in the forever rose market, but Belgian consumers also prioritize perceived value. High-quality packaging and meaningful experiences can justify premium prices. Here’s how pricing tiers align with buyer behaviors:

• Entry Level (€25–€55):

Miniature domes or single-rose keepsakes for impulse gifts or younger customers.

• Mid-Tier (€70–€140):

Medium arrangements with elegant packaging designed for occasions like birthdays or Valentine’s Day.

• Premium (€180–€400+):

Large personalized floral arrangements and domes for life milestones such as weddings or anniversaries. Consumers expect luxurious packaging at premium prices, featuring designs like gold foil, wax seals, and fabric-textured boxes.

Aesthetic Preferences & Visual Trends

Belgian buyers lean toward timeless elegance, favoring minimalist and sophisticated designs.

Color Trends

For 2025, the in-demand colors are:

• Cream, blush pink, sage green, deep red for their versatile appeal.
• Flemish buyers tend to opt for bold hues, while French-speaking regions prefer neutral palettes.

Box Styles

• Design preference: Clean geometric boxes in matte black, ivory, or linen textures.
• Circular boxes outperform heart shapes, which are viewed as overly casual.

Typography & Messaging

Minimalist, sans-serif fonts with short, bilingual (Dutch & French) handwritten-style notes perform best. Cards with understated emotional phrasing are preferred over overtly romantic ones.

Emotional Drivers Behind Gifting Forever Roses

Why are Belgians flocking to forever roses? The key lies in the emotional resonance these gifts provide:

• Romantic durability: Symbolizing love that lasts.
• Gratitude: Frequently given to parents, mentors, or friends.
• Symbolic elegance: Subtle, high-impact gifts that don’t overstate emotional gestures.

Strategic Insights for Brands Entering Belgium

For brands entering the Belgian market, success hinges on addressing local nuances:

• Localization: Dual-language platforms (Dutch & French) are essential for seamless user experiences.
• Visual Sophistication: Minimalism works best, with packaging that’s understated yet luxurious.
• Seasonal Campaigns: Saint Nicholas Day and wedding season provide untapped opportunities for targeted launches.

Discover the Possibilities of Forever Roses in Belgium

The market for preserved roses in Belgium is growing rapidly, riding the wave of emotional durability, visual sophistication, and sustainable gifting. With the right strategies, businesses have the potential to capture the imagination of Belgian buyers and drive success in this well-defined yet expandable floral niche.For even more insights about floral gifting trends across Western Europe, stay tuned for our upcoming 2025 reports on France, Germany, and Luxembourg.