No plant embodies Christmas quite like the poinsettia. With its fiery bracts, it is a staple in living rooms and shops alike. From its Mexican origins to sustainable innovations, discover how this classic plant inspires customers and offers retailers strong sales opportunities year after year.
From Mexican shrub to European Christmas classic
Euphorbia pulcherrima, better known as poinsettia or Christmas star, originates from Mexico and Central America. There it grows as a shrub up to four metres high. The striking red ‘flowers’ are in fact coloured bracts that protect the small flowers. The fact that it blooms in December makes it the symbol of Christmas worldwide.
The Christmas story behind the poinsettia
The link with Christmas goes back to a Mexican legend. A girl without a gift placed weeds on the altar, which miraculously turned into red stars. Since then, the poinsettia has been a symbol of love, hope and devotion. Its shape refers to the star of Bethlehem, its red colour to Christ’s sacrifice and its green leaves to eternal life.
From Mexico to the world market
American diplomat Joel Roberts Poinsett introduced the plant to the United States in the 19th century. There it became the best-selling Christmas flower, even getting its own holiday: National Poinsettia Day on 12 December. In Europe, the poinsettia quickly gained ground from the 20th century onwards, not only in red, but also in white, pink and mixed varieties. Today, it is a fixture in living rooms and garden centres during the festive season.
Innovation and breeding: focus on sustainability
Breeders such as Dümmen Orange are investing heavily in the future of poinsettias. In California and Germany, they are developing varieties that require less heat and grow more compactly. This reduces the ecological footprint and meets the demands of growers and retailers alike.
Europe: demand for compact, peat-free varieties that require fewer chemicals.
US: focus on more robust, larger plants.
In addition, breeders are working on varieties with a natural V-shape (less branch breakage, higher plant density) and genetics that are resistant to temperature fluctuations. Biological pest control in cutting production (e.g. in Ethiopia) is also gaining ground.
Market trends and volumes
Approximately 17 million poinsettias are grown annually in the Netherlands, accounting for a European market of 90 million plants. Dark-leaved varieties are more popular because they are less susceptible to yellowing. Trade and logistics also influence demand: shorter plants (approx. 34 cm instead of 40 cm) reduce transport costs and limit wastage. Reliability and yield remain crucial: varieties such as Christmas Feeling prove that success often lies in robust genetics.
Growers in the spotlight
Belgium
- Gera Fleur: p13 (5+ flowers) and p15 (6+ flowers) in red, pink and white.
- Decock: p6 and p10.5, by colour.
- De Roose: p13 (4+ flowers red) and p24 (10+ flowers red).
- Deseo Plants: backup for late start or depletion of Dutch trade.
The Netherlands
- Perry van der Valk: stem-XXL in pot size 19 cm, red and white, peak production from early November to 5 December.
- René Grootscholten: stem in p15 (5+ flowers) and p17 (7+ flowers), red and mix. Also bush in p17.
- C&M Kester: bush in p19 with 12+ flowers, red and wide range.
- SVCO: mini poinsettia p6, also with organic glitter.
- Bas van der Wilt: wide range p10.5, p13 and p17, daily trade, also with organic glitter.
Inspiration for the shop floor
Poinsettias remain a strategic winter plant for garden centres and DIY stores. Combine classic red with white or pink varieties to give customers choice. Position poinsettias in compact arrangements or in sustainable, natural covers to support the trend for responsible decoration. Extra tip: capitalise on storytelling around the Mexican origin and symbolism – this strengthens the emotional connection with the customer.
