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he Flower Council of Holland has used this information to help define a total of six 'style groups'. These are the most recognisable groups of consumers who buy flowers and plants. The three most significant groups for the sector are 'Classical', 'Modern' and 'Trendy-Ambience'.

Style group 'Classical'
In this group men and women are equally represented. The classical style group can be found in every age group especially between 25 and 49. Most group members have an average education and an average income. Consumers in this group like to spoil themselves, love luxury and attach a lot of attention to home decoration.

This group's love for flowers is average, but their love of plants is above average. When buying flowers and plants the focus is on freshness and cheerfulness. They often buy flowers and plants for themselves and as gifts. These consumers like traditional pot-plant combinations. Most importantly they must match their interior style. Flowers: tone on tone bouquets and bouquets with pastel colours.

Style group 'Modern'
This group contains more women than men. Most group members have enjoyed higher education and incomes are above average. Group members are unexpectedly young, with ages ranging from 25 to 35. Consumers in this group like things to be neat, uncluttered and practical.  

This group’s love for flowers and plants is average. When buying flowers and plants the focus is on freshness, affordability and vase/plant life. Other important criteria are natural looks and easy harmony with the interior decor. Flowers: there is a preference for mono-bouquets and simple mixed bouquets.

Style group 'Trendy-Ambience'
In this group it is the women who are once more in the majority. Most of these consumers have an average educational background with a few enjoying a higher education. Incomes are average and the age group is younger than average (between 25 and 45).This group of consumers prefers a cosy ‘dressed up’ interior and likes to use (lots of) accessories and colour combinations.  

The love of flowers and plants is above average, but expenditure is only average. The following descriptions are significant when it comes to buying flowers and plants: natural, original and cheerful. If a bouquet or a plant suits the interior décor and the florist has added some creative touches, the consumer is satisfied. Flowers: a preference for mixed bouquets, sometimes with an exotic touch.