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Market Research Report

Food Gifting in the U.S.: Consumer and Corporate, 6th Edition

Published by Packaged Facts Product code 127574
Published Content info 324 Pages
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Food Gifting in the U.S.: Consumer and Corporate, 6th Edition
Published: March 8, 2018 Content info: 324 Pages
Description

U.S. food gifting is being shaped by shifts in generational preferences and in ordering preferences favoring online marketers, as well as the need to maintain relationships with purchasers across occasions while deepening relationships beyond those occasions. And across generations and incomes, choice, competition and value converge to create strong consumer expectations: food gifters demand high quality, trust and value; food gift marketers that cannot deliver on freshness, quality and organizational excellence will see gifters go elsewhere.

Factors to market growth

Innovation: The Big Picture

Products that can deliver on exclusivity and artisanship can empower food gifting brands and help protect them against the specter of commoditization and constant discounting. In this regard, many market participants are clearly delivering, as suggested by ample evidence highlighted in the Food Gifting Innovation chapter of this report. More broadly, the high degree of market innovation has been a key to continued growth.

Building brand power

Food gifting marketers that have maintained and even built brand power are building moats around their businesses that also protect them against commoditization and irrelevance. Food gifting marketers using softer sales approaches, such as those featuring recipes, offer an enticing alternative to constant discount offers. Story telling can enhance brand power, by helping to create a sense of authenticity and uniqueness, to impart knowledge and build trust, and to convey why a product or brand is exclusive. This dovetails with curation, which helps build a bulwark to protect against price-driven shopping habits. Imbuing products with gourmet and artisan qualities heightens brand power further. In aggregate, this explains why high-end, boutique food gifting marketers are sought after.

Occasion expansion

Major holidays' market maturity translates to the need to continue inventing and reinventing food gifts and to keep a watchful eye for ways to broaden holiday-related purchase rationales. Food gift marketers have pushed further into everyday gifting, which provides more blue sky and is continuing to market growth. Opportunity extends to product category expansion, cross-brand and cross-category innovation, and new product categories.

Corporate food gifting

Food gifting marketers have continued to hone their corporate gifting strategies to target not only the winter holidays but also an expanded slate of opportunities. Packaged Facts survey results suggest that work anniversaries and thank you gestures also generate food gifting sales. Tax changes are a wildcard that could boost 2018 corporate food gifting growth beyond that forecasted by Packaged Facts.

Navigating the generational divide

The food gifting market remains buoyed by higher-HH income consumers and is heavily dependent on older consumers. However, keys to solving the omni-channel food gift purchase equation include navigating a generational shift in food gifting ordering preferences and developing a strategy to grow with Amazon without being cannibalized by it. Tapping Millennials means tapping the events important to them, ensuring that food gifting marketers in the habit of servicing less digitally-dependent customers transition to courting younger consumers more squarely in the digital realm, and turning some historical gifting associations on their heads.

Report scope

This report covers the U.S. market for food gifting. For this report, food gifts are defined as food items that are packaged in a way that is suitable for gifting. Food gifts must be purchased; a food item prepared at home and given to someone is not included. There are two types of food gifts: 1) Gift-packaged candy - includes boxed chocolates, other gift-packaged chocolate and non-chocolate gift-packaged candy; and 2) Specialty food gifts - gift-packaged foods other than candy/chocolate. Food gifts range from baskets of treats to eat while watching football to food gift baskets at Christmas or birthdays. Food gifts can be purchased for any occasion or no occasion, for someone else or for oneself. While some food gifts, particularly assortments, may include beverages such as coffee or alcohol, those products as stand-alone gifts are excluded from this report. Food baskets refer to pre-packaged assortments of foods and beverages, not consumer-assembled baskets of these items.

Table of Contents
Product Code: LA15558262

Table of Contents

CHAPTER 1: EXECUTIVE SUMMARY

  • REPORT SCOPE
  • REPORT SUMMARY
    • Market size and forecast
    • Food gifting occasion analysis
    • Food gifting: to whom, how many and how much
    • Types of food gifts
    • Reasons for buying and not buying food gifts
    • Food gifting retail distribution
    • Food gifting innovation
    • Food gifting companies and brands
  • SALES GROWTH OPPORTUNITIES
  • COMPETING EFFECTIVELY
    • Building brand power
    • Millennials
    • Sustainability
    • Functional packaging
    • The tax man treads lighter
    • Everyday gifting
    • Occasion reinvention, eating occasions, and engagement occasions
  • Product category expansion, cross-brand and cross-category innovation, and new product categories

CHAPTER 2: MARKET SIZE AND FORECAST

  • CONSUMER AND CORPORATE
  • Forecast Through 2020
    • Table 2-1: Consumer and Corporate Food Gifting Market Size and Forecast, 2013-2020 (in billions of dollars and annual percent change)
  • Market factors
  • Purchase share by demographic
    • Table 2-2: Food Gifting Dollar Share: Distribution by HH Household Income Bracket, 2016 (percent)
    • Table 2-3: Food Gifting Dollar Share: Distribution by Age of Householder, 2016 (percent)

CHAPTER 3: FOOD GIFTING OCCASION ANALYSIS

  • HOLIDAY AND EVERY DAY
  • Winter Holidays Remain the Mainstay
    • Table 3-1: Food Gift Purchase Occasions: Purchased for Others vs. Purchased for Self, 2018 (percent of total adults purchasing)
  • Personal vs. work-related food gifting occasions
    • Table 3-2: Food Gift Purchase Occasions: Received as Personal Gift vs. Business Gift, 2018 (percent of total adults purchasing)
  • MAJOR HOLIDAYS
  • Winter holidays
    • Table 3-3: Planned Winter Holiday Spending: Total and Per-Person, 2012-2017
  • Valentine's Day
    • Table 3-4: Planned Valentine's Day Spending: Total and Per-Person, 2013-2018
  • Easter
    • Table 3-5: Planned Easter Spending: Total and Per-Person, 2012-2017
    • Table 3-6: Religious Affiliation Patterns, 2008 vs. 2017 (in percent of adults and percentage change)
  • Mother's Day
    • Table 3-7: Planned Mother's Day Spending: Total and Per-Person, 2012-2017
  • MAJOR LIFE EVENTS
  • Births
    • Table 3-8: Number of U.S. Births, 2011-2020P (in thousands)
  • Graduations
    • Table 3-9: High School Graduates & Postsecondary Degrees Conferred: By Type, 2016-2017 to 2025-2026
  • Weddings and anniversaries
  • Table 3-10: Adults Who Are Presently Married, in First Marriage, Engaged, and Married in Last 12 Months, 2008-2017
  • Sympathy-driven occasions: illness, injury and death
    • Illness and injury
    • Table 3-11: U.S. Physical Injuries by Age, 2015 (in millions and percent of population)
  • Death in the family
    • Table 3-12: Number of U.S. Deaths, 2011-2020P (in thousands)
    • Table 3-13: Number of U.S. Deaths: By Age Bracket, 2016 (in thousands)
    • Table 3-14: Adults Reporting a Death in the Family: By Demographic, 2017 (percent and index)

CHAPTER 4: FOR WHOM AND HOW MUCH

  • GIVING AND RECEIVING
  • Gifts for Others vs. Self
    • Table 4-1: Food Gifting: Gifting to Others vs. Self; Receiving Personal vs. Business Gift, 2018 (percent of total adults)
    • Table 4-2: Food Gifting to Others vs. Self and Receiving Personal vs. Business Food Gifts: By Age Bracket, 2018 (percent of adults and index)
    • Table 4-3: Food Gifting to Others vs. Self and Receiving Personal vs. Business Food Gifts: By Household Income Bracket, 2018
  • FOOD GIFT PURCHASERS: TYPE OF RECIPIENTS
    • Table 4-4: Food Gift Purchasers: Type of Recipients in Past 12 Months, 2018 (percent of those giving any food gifts)
    • Table 4-5: Food Gifting in Past 12 Months by Type of Recipients: Overall and by Gender, 2018 (percent of those giving any food gifts)
    • Table 4-6: Food Gifting in Last 12 Months by Type and Age Bracket of Recipients, 2018 (percent of those giving any food gifts)
  • Number of recipients per individual food gift purchaser
    • Table 4-7: Number of Recipients Given Food Gifts in Past 12 Months: Per Individual Food Gifter, 2010-2018 (percent of those giving any food gifts)
    • Table 4-8: Number of Recipients by Age Bracket Given Food Gifts in Past 12 Months: Per Individual Food Gifter, 2010-2018 (percent of those giving any food gifts)
    • Table 4-9: Number of Recipients by Age Bracket Given Food Gifts in Past 12 Months: By Gender of Individual Food Gifter, 2010-2018 (percent of those giving any food gifts)
  • Amount spent per food gift
    • Table 4-10: Amount Spent per Food Gift, 2010-2018 (percent of those giving any food gifts)
    • Table 4-11: Amount Spent per Food Gift: By Household Income Bracket of Gifter, 2018 (percent of those giving any food gifts)
    • Table 4-12: Food Gift Purchasers: Amount Spent per Gift by Age Bracket of Gifter, 2018 (percent of those giving any food gifts)

CHAPTER 5: TYPES OF FOOD GIFTS

  • PURCHASING FOR OTHERS
  • Boxed Chocolates Candies Remain Most Prevalent
    • Table 5-1: Types of Food Gifts Purchased for Others, 2010-2018 (percent of total adults)
  • TYPES OF FOOD GIFTS PEOPLE PURCHASE FOR SELF
    • Table 5-2: Types of Food Gifts Purchased for Self, 2018 (percent of total adults)
  • PERSONAL VS. WORK-RELATED FOOD GIFTING OCCASIONS
    • Table 5-3: Types of Food Gifts Received: Personal Gift vs. Business Gift, 2018 (percent of total adults)
  • Work-related food gifting occasions: demographic analysis
    • Table 5-4: Types of Food Gifts Received in an Employment Capacity, 2018 (percent of those employed full- or part-time)
  • GOURMET GIFT BASKET PURCHASERS
  • Trends over time
    • Table 5-5: Gourmet Gift Basket Purchasers: Online vs. Mail/Phone Purchasing, 2014-2017 (percent of total adults)
  • Demographic analysis
    • Table 5-6: Gourmet Gift Basket Purchasers by Gender, Age, HH Income and Race/Ethnicity, 2017 (percent)

CHAPTER 6: REASONS FOR BUYING AND NOT BUYING FOOD GIFTS

  • REASONS FOR PURCHASING FOOD GIFTS: 2010-2018 TRENDS
    • Table 6-1: Reasons for Purchasing Food Gifts, 2010-2018 (percent of those giving food gifts to others)
  • Table 6-2: Reasons for Purchasing Food Gifts by Age, 2018 (percent of those buying any food gifts)
  • ATTRIBUTES SOUGHT IN SPECIALTY FOOD GIFTS: 2010-2018 TRENDS
    • Table 6-3: Attributes Sought When Purchasing Specialty Food Gifts, 2010-2018 (percent of those buying any food gifts)
  • REASONS FOR NOT BUYING FOOD GIFTS
  • Among food gifters
  • Among non-food gifters
    • Table 6-4: Reasons for Not Buying Food Gifts: Food Gifters vs. Non-Food Gifters, 2018 (percent)
    • Table 6-5: Reasons for Not Buying Food Gifts: Non-Food Gifters by Age, 2018 (percent)
  • CHAPTER 7: FOOD GIFTING RETAIL DISTRIBUTION
  • ONLINE PURCHASING TRENDS
  • More consumers purchasing online and making more purchases online
    • Table 7-1: Online Purchasing in Last 30 Days: Purchase Frequency, 2008-2017 (percent of total adults)
  • Mobile purchasing catching on
    • Table 7-2: Mobile Purchasing in Last 30 Days, 2014-2017 (percent of total adults)
    • Table 7-3: Mobile Purchasing in Last 30 Days: Age and HH Income, 2017 (percent of total adults and indexes)
  • Tendency to purchase in the store declines
    • Table 7-4: Percentage of Consumers Making In-Store Purchase in Last Three Months, 2008-2017 (percent of total adults)
  • ORDERING TRENDS: ONLINE VS. PHONE/MAIL
  • Online channel gains, but growth tapers
    • Table 7-5: Adults Ordering Products or Services in Last 3 Months: Online vs. By Phone/Mail, 2014-2017 (percent of total adults)
  • Gourmet gift basket/assortment purchases: online vs. mail/phone
    • Table 7-6: Gourmet Gift Basket Purchasers: Online vs. Mail/Phone Purchasing, 2014-2017 (percent of total adults)
  • Online ordering: Amazon vs. selected food gifting retailers
    • Table 7-7: Purchases in Last Three Months: Amazon vs. Top Food Gifting Retailers, 2014-2017 (percent of total adults)
  • Table 7-8: Food Gifting Retailer Purchasers Who Also Purchase at Amazon: By Retailer, 2014-2017 (percent)
    • Table 7-9: Amazon Purchasers Who Also Purchase at Food Gifting Retailers: By Retailer, 2014-2017 (percent)
  • Specialty food gift purchase locations used in past 12 months
    • Table 7-10: Specialty Food Gift Purchase Locations Used in Past 12 Months: Online vs. In-Store, 2018 (percent of those buying any food gifts)
    • Table 7-11: In-Store Specialty Food Gift Purchase Locations Used in Past 12 Months by Age, 2018 (percent of those buying any food gifts)
    • Table 7-12: Online Specialty Food Gift Purchase Locations Used in Past 12 Months by Age, 2018 (percent of those buying any food gifts)

CHAPTER 8: FOOD GIFTING INNOVATION

  • HEALTHY INDULGENCE
    • The sugar boogeyman
    • Natural and functional health
    • Portion control
  • SUSTAINABILITY AND FAIR TRADE
    • Sustainability hits home for chocolate marketers
    • All in on fair trade
    • Functional packaging
  • STORY TELLING
    • Peeking behind the scenes
    • Sourcing
    • Exclusivity, curation and knowledge
  • GOURMET AND ARTISAN
  • CELEBRITY
  • EXPERIENCES
  • TRADITION
    • Packaging
    • Ethnic and regional heritage
  • PURCHASE RATIONALE EXPANSION
    • Product category expansion
    • Cross-brand and cross-category innovation
    • New product categories
    • Everyday gifting for every food gifting marketer
    • Subscriptions
    • Occasion inclusion
    • Classes and events
    • Occasions, occasions, occasions
    • Eating occasions
  • CUSTOMIZATION AND PERSONALIZATION
  • IN-STORE ENGAGEMENT
    • Retail locations
    • Pop-ups
    • Mobile trucks
  • FOOD GIFT CARDS

CHAPTER 9: FOOD GIFTING COMPANIES & BRANDS

  • Introduction
  • CHOCOLATE SPECIALISTS
  • Lindt & Sprüngli Group
  • Lindt & Sprüngli
  • Russell Stover Candies
  • Godiva
  • BAKERY FOOD SPECIALISTS
  • Nothing Bundt Cakes
  • SALTY FOOD SPECIALISTS
  • Popcornopolis
  • FRUIT SPECIALIST
  • Edible Arrangements
  • SAVORY FOOD SPECIALIST
  • Hickory Farms
  • GOURMET FOOD SPECIALISTS
  • Harry & David
  • FoodyDirect
  • FLORAL SPECIALISTS
  • 1-800-Flowers.com
    • Table 9-1: 1-800-Flowers.com Net Revenue Sales and Share: By Segment, 2013-2017
    • Table 9-2: 1-800-Flowers.com E-Commerce Revenue and Order Trends, 2013-2017
  • FTD Companies, Inc.
    • Table 9-3: FTD Revenue and Revenue Share: By Operating Segment, 2012-2016
    • Table 9-4: FTD Revenue, Income, Orders and Average Order Prices: By Operating Segment, 2012-2016 .. 191
    • Table 9-5: FTD Revenue, Income, Orders and Average Order Prices: By Operating Segment, 2012-2016 .. 192
  • APPENDIX
  • METHODOLOGY
  • Consumer survey methodology
  • Market size and forecast methodology
  • Population estimates
  • Table indexes
  • DEFINITIONS AND ABBREVIATIONS
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