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

  • ID: 4496625
  • Report
  • Region: United States
  • 197 Pages
  • Packaged Facts
1 of 4

FEATURED COMPANIES

  • 1-800-Flowers.com
  • Edible Arrangements
  • Godiva
  • Hickory Farms
  • Nothing Bundt Cakes
  • Russell Stover Candies
  • MORE

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 .

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.

READ MORE
Note: Product cover images may vary from those shown
2 of 4

FEATURED COMPANIES

  • 1-800-Flowers.com
  • Edible Arrangements
  • Godiva
  • Hickory Farms
  • Nothing Bundt Cakes
  • Russell Stover Candies
  • MORE

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

Note: Product cover images may vary from those shown
3 of 4

Loading
LOADING...

4 of 4
  • 1-800-Flowers.com
  • Amazon
  • Edible Arrangements
  • FoodyDirect
  • Godiva
  • Harry & David
  • Hickory Farms
  • Lindt
  • Nothing Bundt Cakes
  • Popcornopolis
  • Russell Stover Candies
  • Sprüngli Group
Note: Product cover images may vary from those shown
5 of 4
Note: Product cover images may vary from those shown
Adroll
adroll