Food Gifting - Market Research, Industry Trends, Market Share, Consumer Insights


Published: 03/08/2018
Pages: 197
Full Study Price: US$ 3,995

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.
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.
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.
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Table Of Contents

  • 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
      • 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
  • Market Size and Forecast
    • Consumer and Corporate
      • Forecast Through 2020
        • Table 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 Food Gifting Dollar Share: Distribution by HH Household Income Bracket, 2016 (percent)
        • Table Food Gifting Dollar Share: Distribution by Age of Householder, 2016 (percent)
  • Food Gifting Occasion Analysis
    • Holiday and Every Day
      • Winter Holidays Remain the Mainstay
        • Table 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 Food Gift Purchase Occasions: Received as Personal Gift vs. Business Gift, 2018 (percent of total adults purchasing)
    • Major Holidays
      • Winter holidays
        • Table Planned Winter Holiday Spending: Total and Per-Person, 2012-2017
      • Valentine's Day
        • Table Planned Valentine's Day Spending: Total and Per-Person, 2013-2018
      • Easter
        • Table Planned Easter Spending: Total and Per-Person, 2012-2017
        • Table Religious Affiliation Patterns, 2008 vs. 2017 (in percent of adults and percentage change)
      • Mother's Day
        • Table Planned Mother's Day Spending: Total and Per-Person, 2012-2017
    • Major Life Events
      • Births
        • Table Number of U.S. Births, 2011-2020P (in thousands)
      • Graduations
        • Table High School Graduates & Postsecondary Degrees Conferred: By Type, 2016-2017 to 2025-2026
      • Weddings and anniversaries
        • Table 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 U.S. Physical Injuries by Age, 2015 (in millions and percent of population)
      • Death in the family
        • Table Number of U.S. Deaths, 2011-2020P (in thousands)
        • Table Number of U.S. Deaths: By Age Bracket, 2016 (in thousands)
        • Table Adults Reporting a Death in the Family: By Demographic, 2017 (percent and index)
  • For Whom and How Much
    • Giving and Receiving
      • Gifts for Others vs. Self
        • Table Food Gifting: Gifting to Others vs. Self; Receiving Personal vs. Business Gift, 2018 (percent of total adults)
        • Table Food Gifting to Others vs. Self and Receiving Personal vs. Business Food Gifts: By Age Bracket, 2018 (percent of adults and index)
        • Table 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 Food Gift Purchasers: Type of Recipients in Past 12 Months, 2018 (percent of those giving any food gifts)
      • Table Food Gifting in Past 12 Months by Type of Recipients: Overall and by Gender, 2018 (percent of those giving any food gifts)
      • Table 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 Number of Recipients Given Food Gifts in Past 12 Months: Per Individual Food Gifter, 2010-2018 (percent of those giving any food gifts)
        • Table 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 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 Amount Spent per Food Gift, 2010-2018 (percent of those giving any food gifts)
        • Table Amount Spent per Food Gift: By Household Income Bracket of Gifter, 2018 (percent of those giving any food gifts)
        • Table Food Gift Purchasers: Amount Spent per Gift by Age Bracket of Gifter, 2018 (percent of those giving any food gifts)
  • Types of Food Gifts
    • Purchasing for Others
      • Boxed Chocolates Candies Remain Most Prevalent
        • Table Types of Food Gifts Purchased for Others, 2010-2018 (percent of total adults)
    • Types of food gifts people purchase for self
      • Table Types of Food Gifts Purchased for Self, 2018 (percent of total adults)
    • Personal vs. work-related food gifting occasions
      • Table Types of Food Gifts Received: Personal Gift vs. Business Gift, 2018 (percent of total adults)
      • Work-related food gifting occasions: demographic analysis
        • Table 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 Gourmet Gift Basket Purchasers: Online vs. Mail/Phone Purchasing, 2014-2017 (percent of total adults)
      • Demographic analysis
        • Table Gourmet Gift Basket Purchasers by Gender, Age, HH Income and Race/Ethnicity, 2017 (percent)
  • Reasons for Buying and Not Buying Food Gifts
    • Reasons for purchasing food gifts: 2010-2018 trends
      • Table Reasons for Purchasing Food Gifts, 2010-2018 (percent of those giving food gifts to others)
      • Table 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 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 Reasons for Not Buying Food Gifts: Food Gifters vs. Non-Food Gifters, 2018 (percent)
        • Table Reasons for Not Buying Food Gifts: Non-Food Gifters by Age, 2018 (percent)
  • Food Gifting Retail Distribution
    • Online purchasing trends
      • More consumers purchasing online and making more purchases online
        • Table Online Purchasing in Last 30 Days: Purchase Frequency, 2008-2017 (percent of total adults)
      • Mobile purchasing catching on
        • Table Mobile Purchasing in Last 30 Days, 2014-2017 (percent of total adults)
        • Table 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 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 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 Gourmet Gift Basket Purchasers: Online vs. Mail/Phone Purchasing, 2014-2017 (percent of total adults)
      • Online ordering: Amazon vs. selected food gifting retailers
        • Table Purchases in Last Three Months: Amazon vs. Top Food Gifting Retailers, 2014-2017 (percent of total adults)
        • Table Food Gifting Retailer Purchasers Who Also Purchase at Amazon: By Retailer, 2014-2017 (percent)
        • Table 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 Specialty Food Gift Purchase Locations Used in Past 12 Months: Online vs. In-Store, 2018 (percent of those buying any food gifts)
        • Table In-Store Specialty Food Gift Purchase Locations Used in Past 12 Months by Age, 2018 (percent of those buying any food gifts)
        • Table Online Specialty Food Gift Purchase Locations Used in Past 12 Months by Age, 2018 (percent of those buying any food gifts)
  • 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
  • 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 1-800-Flowers.com Net Revenue Sales and Share: By Segment, 2013-2017
        • Table 1-800-Flowers.com E-Commerce Revenue and Order Trends, 2013-2017
      • FTD Companies, Inc.
        • Table FTD Revenue and Revenue Share: By Operating Segment, 2012-2016
        • Table FTD Revenue, Income, Orders and Average Order Prices: By Operating Segment, 2012-2016
  • Appendix
    • Methodology
      • Consumer survey methodology
      • Market size and forecast methodology
      • Population estimates
      • Table indexes
    • Definitions and abbreviations
  • Food Gift Illustrations Examples by Type & Occasion of Food Gift