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Food Gifting in the U.S., 5th Edition


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Food Gifting in the U.S., 5th Edition

The fifth edition of Food Gifting in the U.S. provides trend-forward analysis of this growing and dynamic market, relying in part on trended proprietary survey analysis spanning 2010-2016.

The report does the following:
  • Identifies key trends and themes in the food gifting market, supported by examples and related product images. Themes and topics explored include everyday purchases, seasonal flavor trends, kids’ gifting, gender and product packaging, gourmet food and DIY kits.
  • Analyzes leading companies and brands specializing in a range of food gift categories, including chocolate bakery, salty food, fruit, savory food, gourmet food and floral/multi-branding. Analysis focuses on brand positioning, product innovation and marketing strategy.
  • Assesses the food gifter from a variety of perspectives, including for whom they purchase food gifts (i.e. mother, friend, coworker, etc.), the amount they spend per gift, and the number of recipients for whom they purchase the gifts. To help shed light on each of these perspectives, in each case, we trend 2010-2016 proprietary consumer data. We also assess the giving and receiving of business food gifts.
  • Analyzes food gifters according to the types of food gifts they purchase for themselves and the types they purchase for others. In each case, we trend 2010, 2012, 2014 and 2016 proprietary consumer data.
  • Analyzes why consumers purchase food gifts and what attributes they seek when choosing a food gift, and explores rationales given for not purchasing specialty food gifts.
  • Provides insight on consumer online, phone and mail ordering trends generally; with respect to gourmet gift baskets; and with respect to Amazon and six food gifting-centric specialty retailers. Via more than 15 retail distribution options, it also assesses where consumers have purchased food gifts during the past 12 months, comparing survey results for 2010, 2012, 2014 and 2016.
  • Identifies and trends key market opportunities for food gifting by occasion, including the winter holidays, Easter, Valentine’s Day, Mother’s Day, graduations, weddings and anniversaries.
  • Provides in-depth analysis of leading food gifting companies, organized by product specialty: Chocolate specialists (Russell Stover Candies, Lindt & Sprüngli AG and Godiva), Bakery food specialists (Cookies by Design and Nothing Bundt Cakes), Salty food specialist (KingOfPOP.com and Popcornopolis), Fruit specialist (Edible Arrangements); Savory food specialist (Hickory Farms), Gourmet food specialists (Harry & David and Dean & DeLuca) and Floral Floral/multi-brand specialists (1-800-FLOWERS.COM and FTD Companies, Inc.).


  • Executive Summary
    • Report Scope
    • Report Summary
      • Market size and forecast
      • Food gifting market opportunities: occasion analysis
      • Food gifting purchasers
      • The consumer: types of food gifts purchased
      • Reasons for buying and not buying food gifts
      • Food gifting retail distribution
      • Gift box and seasonal chocolate: sales analysis
      • Food gifting: product innovation
      • Food gifting companies and brands
  • Market Size and Forecast
    • Market size and forecast
      • Table Food Gifting Market Size and Forecast, 2013-2018
      • HH income trends inform food gifting growth
  • Food Gifting Market Opportunities: Occasion Analysis
    • How major occasions stack up
      • Table Occasions for Which Food Gifts Are Purchased: Self-Gifting vs. Gifting for Others, 2016
    • Winter holidays
      • Spend trends
      • Opportunity
    • Easter
      • Spend trends
      • Easter gifts
      • Opportunity
      • Catering to religious affiliation and changes over time
    • Valentine's Day
      • Spend trends
      • Opportunity
    • Mother's Day
      • Mothers and fathers: a population estimate
        • Table U.S. Parents by Gender: Millions, Percentage, and Share, 2016
      • Mother's Day spend trends
      • Food gifting a winner
        • Table Planned Mother's Day Gourmet Food/Drink Gifting, 2016
    • Graduations
      • Graduation spend trends
      • More than 7 million food gifting opportunities annually
      • Postsecondary graduations outstrip high school graduations
        • Table High School Graduates & Postsecondary Degrees Conferred by Type, 2009-2010 to 2018-2019
    • Weddings and anniversaries
      • Wedding rate rebound
      • Anniversary declines
  • Food Gifting Purchasers
    • The consumer: To give and to receive
      • Table Percent of Consumers Who Purchase Food Gifts for Self, Purchase for Others or Receive from Others, 2010-2016
      • For whom do consumers buy food gifts?
        • Table Food Gift Purchasers: Recipients by Type of Family Member & Non-Family Person, 2010-2016
      • To how many people do consumers give food gifts?
        • Table Food Gift Purchasers: Number of Recipients in Past 12 Months, 2010-2016
      • How much do consumers spend per food gift?
        • Table Food Gift Purchasers: Amount Spent per Gift, 2010- 2016
    • Business food gifts
      • Giving business food gifts
        • Table Employed Food Gift Purchasers: Employment-Related Recipients, 2016
      • Receiving business food gifts
        • Table Food Gift Recipients: Occasions for Which Employment-Related Food Gift Was Received, 2016
  • The Consumer: Types of Food Gifts Purchased
    • Types of food gifts purchased
      • Types of food gifts people purchase for others
        • Table Types of Food Gifts Purchased for Others, 2010-2016
      • Types of food gifts people purchase for self
        • Table Types of Food Gifts Purchased for Self, 2010-2016
  • Reasons for Buying and Not Buying Food Gifts
    • Reasons for purchasing food gifts: 2010-2016 trends
      • Convenient
      • Enjoyment, utility and uniqueness
        • Table Reasons for Purchasing Food Gifts, 2010-2016
    • Attributes sought in specialty food gifts: 2010-2016 trends
      • Quality rules the roost
      • Appearance matters
      • Product variety
      • Trust
      • Good value
        • Table Attributes Sought When Purchasing Specialty Food Gifts, 2010-2016
    • Reasons for not buying food gifts: 2010-2016 trends
      • Know thy recipient; know thy customer
      • Deliver on food safety and quality or pay the price
        • Table Reasons for Not Buying Food Gifts, 2010- 2016
  • Food Gifting Retail Distribution
    • Online, phone and mail ordering trends
      • Online channel gains, but growth tapers
        • Table Percent of Adults Ordering Products or Services in Last 3 Months: Online vs. By Phone/Mail, 2014-2016
      • Online gourmet gift basket purchases to receive boost from online grocery trend?
        • Table Percent of Adults Shopping Online/By Phone/By Mail: Food/Groceries, Flowers and Gourmet Gift Baskets, 2014-2016
      • Gourmet gift basket purchasers
      • Millennial and Generation X trouble spots?
        • Table Percent of Adults Who Ordered Gourmet Gift Basket/Assortment in Last 3 Months: By Gender, Generation and HH Income, 2016
      • Battling the Big Kahuna
      • Online ordering: Amazon vs. selected food gifting retailers
        • Table Percent of Adults Who Made Online/Mail/Phone Purchase in Last Three Months: Amazon vs. Top Food Gifting Retailers, 2014-2016
    • Specialty food gift purchase locations used in past 12 months
      • Online growth, powered by Amazon
        • Table Specialty Food Gift Purchase Locations Used in Past 12 Months, 2010- 2016
  • Food Gifting: Product Innovation
    • Food Gifts for All Seasons
      • Transform everyday product into gift opportunity
      • Iconic shapes denote seasonal gift
      • Food gifts reflect seasonal flavor trends
    • Food gift innovation for target demographics
      • Kids' gifts focus on fun
      • Snacks and sports themes for food gifting targeting male recipients
      • Pink is a dominant theme in food gifts for women
      • Office food gifts focus on universal appeal
    • Product innovation themes
      • Gourmet food gifts caters to high-end gift seekers
      • DIY food gifts offer activity + food
  • Gift Box and Seasonal Chocolate: Sales Analysis
    • Chocolate candy sales exceed $10.8 billion
      • Table Sales of Chocolate Candy by Major Segment, 2015-2016
      • Table Sales of Gift Box Chocolate; and Christmas, Valentine's Day & Easter Seasonal Chocolate, 2015-2016
      • Gift box chocolate
        • Table Top Gift Box Chocolate Marketers: Overall and by Brand, 2015-2016
      • Seasonal Christmas chocolate
        • Table Top Seasonal Christmas Chocolate Marketers: Overall and by Brand, 2015-2016
      • Seasonal Valentine's Day chocolate
        • Table Top Seasonal Valentine's Day Chocolate Marketers: Overall and by Brand, 2015-2016
      • Seasonal Easter chocolate
        • Table Top Seasonal Easter Chocolate Marketers: Overall and by Brand, 2013
  • Food Gifting Companies and Brands
    • Chocolate specialists
      • Russell Stover Candies
      • Lindt & Sprüngli Group
    • Bakery food specialists
      • Cookies by Design
      • Nothing Bundt Cakes
    • Salty food specialists
      • KingOfPOP.com
      • Popcornopolis
    • Fruit specialist
      • Edible Arrangements
    • Savory food specialist
      • Hickory Farms
    • Gourmet food specialists
      • Harry & David
      • Dean & DeLuca
    • Floral specialists
      • 1-800-FLOWERS.COM
        • Table 1-800-FLOWERS: Top Brands, 2016
        • Table 1-800-FLOWERS.COM Net Revenue Sales and Share, by Segment, 2011-2015
        • Table 1-800-FLOWERS.COM Net Revenue, E-Commerce Revenue & E-Commerce Order Trends, 2009-2013
        • Table 1-800-FLOWERS.COM: Harry & David Impact on Net Revenue Sales: By Segment, 2014-2015
      • FTD Companies, Inc.
        • Table FTD Sales and Share by Segment, 2011-2015
        • Table FTD Sales, Income, Orders and Order Value: By Segment, 2011-2015
  • Appendix
    • Methodology
      • Consumer survey methodology
      • Food gift purchasers
      • Food gift recipients
    • Market size and forecast
      • Product Definitions
      • Types of Food Gifts

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