Ornamentals plants and flowers Brazilian market has been presenting increase perspectives and consequent increment for the main segments of productive system: production, distribution and commercialization. This optimist prevision has been attracting new undertakes occasioning an increase of competition and the search necessity for new products and services. To understand the ornamental plants and flower new tendency and to analyze the retail segment structure at Lavras County, State of Minas Gerais, Brazil, that was the main purpose of this work, were got information at the flower and ornamental plants establishments at the first semester of 2003. For this porpose, was made an exploratory research with questions about the enterprise operational structure and social questions about the florists, like knowledge level in the area and their concern about to be up to date. In the county there aren't cash and carrier flower's shops, only commercial floriculturist, among them 64% work with landscape design projects, 73% offer gardening works, and 45% have self-production, being characterized generally by protected planting in small areas and only organic and simplified cultivation of garden's seedlings for self-provisions. Therefore, at the majority all florists depend on regular plants supply accomplished directly by large wholesaler, store to store. In general, it was observed that the retailers are limited in the price dispute showing their concern with the market competition high levels, and fewer interested in the productions and services diversification. Moreover, there are few sellers that offer innovation of products and services with aggregated value, searching for highest margins. This can be the result from the time of the floricultures at the market, once that 64% of the enterprises have more than 6 years, while the others 36% have fewer than 3 years. One of the main problems informed by the local florists is the competition of the door-to-door plant's salesmen. Due to the competitiveness of the segment, there isn't florist interaction excluding a productive integration possibility that can afford a better sector organization among others advantages.
Commercialization; retailer segment; floriculture
