2025 Netherlands Forever Rose Trend Report

The Rise of Forever Roses in the Netherlands

The Netherlands has long been synonymous with fresh floriculture, particularly its iconic tulips. But as trends evolve, a new floral star is rising to prominence in 2025—preserved roses, also known as forever roses. These long-lasting roses are redefining how the Dutch engage with floral gifting, blending sustainable beauty with minimalist aesthetics. From heartfelt romantic gestures to premium interior décor, preserved roses provide versatility and elegance. Dutch consumers, especially in urban hubs like Amsterdam, Rotterdam, and Utrecht, are drawn to their enduring charm and eco-conscious appeal, reflecting the nation’s dedication to sustainable living. This report dives into consumer behavior, market trends, and strategic insights for brands entering the growing world of forever roses in the Netherlands.

Who is Buying Forever Roses in the Netherlands?

By Age Group

• 18–24

Younger consumers are influenced by social media trends, gravitating toward visually appealing rose arrangements in pastel tones. These buyers often purchase compact rose boxes for birthdays or special occasions, making it a trendy yet thoughtful gift.

• 25–34

This group leads the market as the most active buyers of preserved roses. Popular uses include anniversaries, romantic gestures, and home décor. Eco-conscious consumers in this segment value sustainable and stylish options, often choosing customizable designs.

• 35–50

For these buyers, the motivation is largely occasion-driven, such as Mother’s Day or weddings. They exhibit a preference for neutral-toned, elegant designs in higher price tiers, reflecting a willingness to spend on premium or exclusive editions.

• 50+

Older adults primarily gift roses to younger generations and for family occasions such as retirement celebrations. Although less digitally inclined, they increasingly participate in promotions or rely on word-of-mouth recommendations.

By Gender

• Women: Women frequently purchase preserved roses for self-gifting or as interior décor elements. Their preferences lean toward minimalist, neutral tones like beige, ivory, or soft pink, appreciating both beauty and long-term value.
• Men: Men dominate the romantic and gratitude-giving markets, especially around Valentine’s Day and anniversaries. Bold colors, such as classic red roses, are preferred, with men spending 20–25% more on premium designs compared to women.

How Are Dutch Consumers Buying Forever Roses?

Digital Dominance in the Gifting Journey

The Dutch floral gifting market is highly digitalized, with the majority of forever rose purchases happening online. Here’s a look at the typical consumer buying behavior and preferences in 2025.

• Discovery Platforms: Instagram, Pinterest, and Google are the top channels where consumers find inspiration. Instagram reels showcasing rose unboxings see 70% higher engagement, while Pinterest boards tagged with “eternal flower décor” continue to grow.

• Purchase Timing: Over 70% of transactions are made within 3–5 days of gifting occasions, marking a mix of semi-planned and impulsive purchases. Valentine’s Day and Mother’s Day see spikes 1–2 weeks in advance.
• Checkout Preferences: Dutch buyers favor user-friendly e-commerce platforms with seamless payment options. Local retailers like Bol.com and international online marketplaces, including Etsy NL, report significant demand for personalized floral boxes.

Pricing Tiers for Every Occasion

Entry-Level (€35–€55)

This tier includes single-rose boxes, smaller domes, and casual gifting options. Popular with younger buyers, these products are perfect for birthdays and informal celebrations.

Mid-Tier (€85–€150)

Featuring 4–9 rose arrangements, this is the most popular tier among 25–34-year-olds. Mid-tier options are ideal for anniversaries, birthdays, and even professional gifting.

Premium Tier (€200–€450+)

At the luxury end, large statement designs like heart-shaped rose lamps or fully customized arrangements take center stage. Purchased for weddings, milestone events, or high-end corporate gifting, these items are in high demand among 35+ buyers.

Aesthetic Trends in 2025

• Color Preferences: Dutch consumers are leaning toward warm neutrals (like terracotta and ivory), alongside bolder tones such as navy and deep red.
• Box Designs: Minimalism reigns supreme. Matte-finish boxes with subtle branding are top choices, while clear acrylic domes remain popular for modern interiors.
• Typography & Cards: Sentiment-driven messages are written in clean sans-serif fonts, aligning with the Dutch preference for understated elegance.

Cultural Significance and Emotional Drivers

Forever roses align beautifully with Dutch values of understated affection, minimalist luxury, and eco-conscious living. Their enduring nature bridges the gap between beauty and sustainability, making them a popular choice for milestone celebrations and intergenerational celebrations. Dutch emotional drivers include:

• Long-lasting gestures of love and gratitude.
• Quiet sentiment over grandiose gifting.
• Sustainability that reflects personal and cultural values.

Seasonal Trends to Consider

Key Gifting Occasions in the Netherlands

Occasion	Peak Month	Key Buyer Demographics
Valentine’s Day	February	70% male buyers, ages 25–44
Mother’s Day	May	60% female buyers, ages 30–50
Sinterklaas	December	Mixed buyers for family or partners
Weddings	May–August	Premium gifting, across all demographics
End-of-Year Gifting	December	Corporate and family-focused segments

Competitive Landscape in the Dutch Market

Dutch forever rose brands face competition from a mix of artisanal florists and large international floral retailers. Here’s what matters most in 2025.

• Opportunities for Growth:
• Few brands target male buyers explicitly, despite their dominance in high-spending categories. Corporate gifting is underdeveloped, presenting growth potential. Limited availability of multilingual personalization options, such as Dutch and English messaging, represents a gap in the market.
• Few brands target male buyers explicitly, despite their dominance in high-spending categories.
• Corporate gifting is underdeveloped, presenting growth potential.
• Limited availability of multilingual personalization options, such as Dutch and English messaging, represents a gap in the market.

Guidelines for Entering the Netherlands Floral Market

Brands considering entry into the Dutch forever rose market should focus on a localized approach to design and logistics, keeping cultural preferences in mind.

• Prioritize Minimalist Packaging: Dutch consumers prefer muted tones and clean designs that complement their interiors.
• Optimize for Sustainability: Highlight biodegradable packaging and carbon-neutral delivery options to meet growing demands for eco-friendly products.
• Leverage Digital Ads: Use Pinterest and Google Shopping ads optimized for floral gifting to outperform traditional banners.
• Offer Personalization: Include bilingual card options and customizable delivery notes for Dutch holidays like Sinterklaas.
• Ensure Quick Delivery: Same-day or next-day delivery services are standard expectations, particularly in urban centers.

Forever Roses in 2025 and Beyond

The Netherlands is shaping up to be a thriving hub for preserved rose products in 2025. From eco-conscious younger buyers to premium-focused gifting segments, the demand for thoughtful, long-lasting floral arrangements continues to grow. For brands, entering this market is an opportunity to build meaningful connections with Dutch consumers through sustainable practices, elegant design, and efficient digital strategies. Looking for more global floral trends? Access our full trend report series on floral gifting by subscribing here.