Food Gifting in the U.S.

Buoyed by continued purchase and purchase frequency among higher-income consumers and growing food gifting strength among middle-income consumers, the food gifting market is on track for a 4.9% gain in 2014 and healthy growth through 2016. Across food gifting categories, food gifting marketers are more than meeting consumers halfway, pushing the personalization envelope, building the brand cache required for that food gifting special occasion or recipient, cross-marketing additional products to meet more occasions, filling more “everyday” needs and wants, and even striving to meet health and diet needs.

But in a culture increasingly aware of food safety and health issues, our survey results suggest that consumers may require additional reassurances before moving ahead with a food gift purchase. And the new battlefield involves harnessing social media (such as Facebook, Twitter and Pinterest) to interact with, educate, and build loyalty among brand users. And our analysis suggests that some companies are out in front in this regard, while others may need to catch up.

Relying on three proprietary surveys spanning five years (2010-2014), Food Gifting in the U.S., 4th Edition provides a wealth of insight regarding food gifters: whom they purchase food gifts for, what kind of food gift they purchase, how much they spend per gift, how many purchases they make, which occasions they purchase them for, why they buy them, and why they don’t buy them. The analysis in this edition also covers the corporate food gift recipient.

Includes a market size and forecast for consumer and corporate food gifting. Evaluates food gifting opportunities by occasion/event, self-gifting, and social media applications. Via proprietary survey analysis, assesses food gifters, including whom they purchase food gifts for (i.e. mother, friend, coworker, etc.), the amount they spend per gift, and the number of recipients. We also assess who reports receiving food gifts. To shed light on each of these perspectives, we trend 2010-2014 proprietary consumer data. Via proprietary survey analysis, assesses food gifters according to the types of food gifts they purchase for themselves and for others, as well as the types of occasions for which food gifts are purchased. In each case, we trend 2010, 2012 and 2014 proprietary consumer data.

Explores rationales for why consumers purchase food gifts, what attributes they seek when choosing a food gift, and why they do not purchasing specialty food gifts.

Provides insight on consumer online, phone and mail ordering in general and with respect to gourmet gift baskets; and, via more than 15 retail distribution options, assesses where consumers have purchased food gifts during the past 12 months.

Evaluates the degree to which employed adults receive food gifts in association with their employment, including analysis by type of gift and occasion.

Identifies key trends in food gifting, supported by examples and related product images, including seasonality; personalization; licensing; artisan, premium, and gourmet propositions; private label; and DIY kits.

Trends sales of IRI-based multi-channel seasonal and gift box chocolate candy sales for 2012-2013. Analyzes leading food gifting companies, organized by product specialty: Chocolate specialists (Russell Stover Candies, Lindt & Sprungli AG and Godiva), Bakery food specialists (Cookies by Design and Nothing Bundt Cakes), Salty food specialist (Popcornopolis), Fruit specialist (Edible Arrangements); Savory food specialist (Hickory Farms), Gourmet food specialists (Harry & David and Dean & DeLuca) and Floral specialists (1-800-FLOWERS.COM and FTD Companies, Inc.). Each profile focuses on points of differentiation, new product innovation and social media applications.

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SOURCE ReportBuyer