Knowing the real demand of the consumer is the Holy Grail of the production, trade and sale. With regard to our topic, the demand for strawberry plants, everyone wants to know what the consumer and home gardener really wants and will buy: we at Lubera Edibles, our customers, the plant producers and, of course, the retail trade, from food retailers to DIY stores and garden centres.
Of course the real demand of the home gardener is difficult to determine: if you asked him or her, you would never be sure whether he/she really buys what he/she says...and when you collect his/her real purchase data, we can see that the decision is always strongly influenced by the offer itself; by the current advertising, by special campaigns, and ultimately by the sales channel.
Nevertheless, it is worth trying to compile data based on real consumer demand. This results in overhead transparency for us, but also for the entire chain – from the young plant supplier to the producer to the retailer, from which we can measure and also possibly adapt all of our current activities.
The origin of the data in this study
Lubera Edibles is in a unique position for young plant growers to have real end customer data and to be able to aggregate it. Not that you now believe that we are using our young plant sales figures for this. No, we rely on the sales data of our sister company Lubera.com, their actual sales to end customers via the internet. This is also one of the decisive advantages of our group: we not only know the products we sell very well (because we have bred some of them ourselves); we also know how they are sold. With the sales via Lubera.com we not only have a proof of concept for new plants and ideas, we also get to know the actual and continuous demand of the home gardener. Our young plant customers should also be able to benefit from this. For the evaluation, we have taken sales figures from the entire DACH market and have also aggregated them, i.e. they are not shown separately.
How typical is the data from Lubera.com?
Of course there is also a “but”. Are the sales data online from Lubera.com really typical? Do they reflect the reality of the demand for strawberries? Here's what we have to say about that...
If you would like to read the entire study, then simply contact us personally and we will send you the entire work.