Abstract
Today' s food gifting market is no longer the domain of men buying boxed
chocolates for their sweetheart and companies giving specialty food gifts to
clients and colleagues. Consumer interest in food gifts is booming, with sales
up 56% from 2004 to 2006, spurred by frustration with traditional gifting and
the desire to give a gift that is unique, personal, indulgent, convenient, fun
to share and sure to please. Corporate spending on food gifts also grew by 14%
during that period. In short, food gifts are a no-brainer for many shoppers. A
rising interest in gourmet, natural/organic and other specialty foods is also
fueling demand. While boxed chocolate for Valentine' s Day is still the single
most popular item, one out of three consumers purchased a specialty food gift
during the winter holiday season, with assortments, nuts and salty snacks the
topping the list.
What makes the food-gifting boom more remarkable is that it comes at a time
when Americans are tightening their belts on gift-giving overall. The consumer
gift market shrank 8% from 2004 to 2006, despite a 13% increase in total
retail/e-commerce sales. Self-gifting is on the rise, as consumers are daunted
by the challenge of “What to buy?” and the frustration of gift
misfires. The most popular holiday gift-clothing-is also the most likely item
to be returned. Growth in food gifting is expected to continue with the entry
of online retail giants such as 1-800-FLOWERS and Amazon.com, and the
popularity of grocery stores and big-box discounters as a source for
last-minute food gifts. Although future growth isn' t expected to keep up with
the spectacular 47% increase of 2004-2006, Packaged Facts forecasts healthy
growth over the next several years, pushing sales over $23 billion by 2010.
Food Gifting in the U.S. focuses on the U.S. market for consumer and corporate
food gifts in the context of all gift purchases. The report analyzes the
highly fragmented market by channel, including brick-and-mortar retailers (47%
of food gift sales), online and direct marketers (32%), and independents,
franchises and distributorships (21%). Trends in gift-giving overall and by
occasion are examined, along with factors driving the food-gifting market. The
report also reviews the results of an exclusive Packaged Facts online poll,
along with marketing, retail and consumer trends and growth opportunities.
Report Methodology
The information in Food Gifting in the U.S. is based on both primary and
secondary research. Primary research involved interviews with industry experts
such as the co-owner of Omaha Steaks and founder of 1-800-FLOWERS. Secondary
research entailed gathering data from relevant trade, business and government
sources, including the U.S. Bureau of Labor Statistics, Unity Marketing, the
National Retail Federation, BIGresearch, IRI InfoScan, company reports, retail
audits, Gift Basket Review and Entrepreneur.com. Consumer data were obtained
from Simmons Market Research Bureau' s Fall 2006 National Consumer Study. In
addition, Packaged Facts conducted its own online poll of 1,000 adults in
March 2007 to measure the spending and attitudes of shoppers.
What You' ll Get in This Report
Food Gifting in the U.S. makes important predictions and recommendations
regarding the future of this market, and pinpoints ways current and
prospective players can capitalize on current trends and spearhead new ones.
No other market research report provides both the comprehensive analysis and
extensive data that Food Gifting in the U.S. offers. Plus, you' ll benefit from
extensive data, presented in easy-to-read and practical charts, tables and
graphs.
How You Will Benefit from This Report
If your company is already doing business in the food-gifting market, or is
considering making the leap, you will find this report invaluable, as it
provides a comprehensive package of information and insight not offered in any
other single source. You will gain a thorough understanding of the current
market for food gifts, as well as projected markets and trends through 2011.
This report will help:
- Marketing Managers identify market opportunities and develop
targeted promotion plans for food gifts.
- Research and development professionals stay on top of competitor
initiatives and explore demand for food gifts.
- Advertising agencies working with clients in the banking and retail
industries understand the product buyer to develop messages and images that
compel consumers to buy food gifts.
- Business development executives understand the dynamics of the
market and identify possible partnerships.
- Information and research center librarians provide market
researchers, brand and product managers and other colleagues with the vital
information they need to do their jobs more effectively.
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