Consumer Food Gifting in the U.S., 3rd Edition
Fueled by upper-income household spending trends, the consumer food gifting market is on firmer ground, buoyed by continued product innovation and usage occasion expansion: Packaged Facts’ Food Gifting in the U.S. forecasts U.S. consumer food gifting sales to reach $11.15 billion in 2012, up 2.5% from 2011. Despite this positive news, we see a plethora of untapped opportunity. While purchase frequency has trended upward during 2012-2012, it remains modest. To expand purchase frequency, we believe the industry can do more to ensure that food gifts are priced at tiers that allow for expanded lower-income market participation. We also identify a variety of tangible and intangible (emotional) product purchase and attribute rationales that can overcome sales obstacles among food gifters and non-food gifters alike. To assist market participants in maximizing sales and marketing opportunity, this report:
- Assesses the food gifter from a variety of perspectives: the degree people purchase food gifts for themselves and for others; the amount they spend per gift, the number of recipients for whom they purchase the gifts, and the kind of recipient (i.e. mother, friend, coworker, etc.). To help shed light on each of these perspectives, in each case, we trend 2010 and 2012 proprietary consumer data.
- Analyzes food gifting occasions, including winter holidays, birthdays, Mother’s Day, Father’s Day, Valentine’s Day, Thanksgiving, anniversary, Easter, Halloween, housewarmings, weddings and graduations. We focus on trending food gifting purchase occasions during 2010-2012; providing related purchaser demographic analysis; and assessing occasion opportunity.
- Frames why consumers purchase food gifts, what attributes they seek when choosing a food gift, and posits related questions and ideas to market participants.
- Explores rationales given for not purchasing specialty food gifts and offer ideas to address them—to assist market participants in assessing purchase obstacles.
In addition to our market size and forecast, we provide detailed sale analysis of gift boxed chocolate and seasonal chocolate, a significant food gifting sales contributor. This includes 2011-2012 gift box chocolate, seasonal Christmas, seasonal Easter, and seasonal Valentine’s Day chocolate candy marketer and brand sales and unit comparisons, and identifying fast growing brand lines among each of these four chocolate candy segments.
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