The U.S. market for food gifting continues to expand in sales and product offerings, and is one of the few areas of gifting that is doing so in the current challenged economy. Consumer interest in food gifts continues to increase, with sales up 9.6% from 2007 to 2009. This market is driven by many factors, including consumers wishing to save themselves agony over gift decisions while desiring to give a gift that is unique, personal, indulgent, convenient, fun to share and sure to please. The corporate food gifting sector, although considerably smaller in total sales, grew 3.8% between 2007 and 2009.
During the Christmas/Hanukkah holiday season of 2009, consumer purchases of food gifts increased 12% over sales during the same period in 2008. Candy and food spending was up about $10 per person and was the only category that rose among gift items, with shoppers overall diminishing their gift purchases by an average of 3.2% from 2008.
According to CES data, average annual per-person expenditures on food gifts increased from $93 in 2007 to $97 in 2008, and were estimated at $105 in 2009. The average annual per-person expenditures spent on food gifts as a percentage of expenditures for all gifts increased from 7.8% in 2007 to 8.3% in 2009, and is projected at 8.5% in 2010.
Although the trend of self-gifting has decreased overall, it has increased in food gifts.
During the first half of 2010, holiday food gift sales increased from the previous year, indicating a promising year of growth in this sector. A rising interest in gourmet, natural/organic and specialty demographic food gifts (food gifts for kids, food gifts for sports fans, ethnic food gifts, etc.) is fueling demand.
Gift-boxed chocolates remain a mainstay of the food gifting market in the United States, with sales totaling $227.4 million in 2008 and $223.3 million in 2009, a 1.8% decrease.
The continuing expansion of the market for food-gifting is remarkable in that it comes at a time when Americans are reducing spending on gifts overall. Food gifting combines practicality (a consumable item and one that does not require an intimate knowledge of the recipient's lifestyle, needs or tastes). Although clothing remains the most popular Christmas holiday gift, it is also the most likely item to be returned.
Despite the increase in the price of gas over the past few years, brick-and-mortar retailers remain the leading venue for food gifts. Brick-and-mortar retailers held approximately 47% of the food gifting market in 2009, while non-traditional retailers (which includes direct marketers and online food gift retailers) had approximately 53% of the market. Sales of food gifts at brick-and-mortar retailers increased 11% from 2007 to 2009, while online and direct market sales of food gifts increased 5.7% during this period.
Food Gifting in the U.S., Second Edition, focuses on the U.S. market for consumer and corporate food gifts, with a focus on this sector as part of the total gift-giving market. The report analyzes the highly fragmented market by channel, including brick-and-mortar retailers (representing nearly half of all food gift sales), online and direct marketers, and independents, franchises and distributorships. Trends in food gifting 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.
The information in Food Gifting in the U.S., Second Edition, is based on both primary and secondary research. Primary research involved interviews with industry experts and food-gifting business managers. 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, trade associations, etc. Consumer data were obtained from Simmons Market Research Bureau’s Fall 2009 National Consumer Study. In addition, Packaged Facts conducted its own online poll of 1,800 adults in May 2010 to measure the spending and attitudes of shoppers.
What You’ll Get in This Report
Food Gifting in the U.S., Second Edition, 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., Second Edition, offers. The report provides 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 2014.
This report will assist:
Market Insights: A Selection From The Report
Influences on Buying Specialty Food Gifts
According to the Packaged Facts survey conducted in May/June 2010, the most commonly cited influence in choosing a specialty food gift was a product that the purchaser believed the recipient was likely to use, with 54% of respondents giving this as a reason. The second most influential factor in choosing a specialty food gift was the perception of the product being a “treat that recipients would not normally buy,” with 43% of respondents citing this as an influence. When asked for reasons for not choosing a specialty food as a gift, 22% indicated they would rather give a gift card than a specialty food gift.
While some shoppers may grumble that mainstream retailers are soulless and sterile, these establishments offer one real advantage—many products all in one place. For the gift shopper—especially the last-minute or uncertain shopper—this breadth of products is a huge motivator to visit such establishments. Mainstream retailers are well-positioned to capture a wide range of shoppers, even those prescient people who do their Christmas shopping in July. These retailers have a widespread presence and, as brick-and-mortar stores, they can accommodate last-minute purchases, which online retailers cannot.
Mainstream retailers are the most popular choice when it comes to specialty food gift purchases, according to Packaged Facts’ exclusive online survey of 1,881 U.S. adults in May/June 2010. Approximately 33% of respondents who purchased a specialty food gift reported buying the food gift from a discount store such as Walmart or Target in the previous 12-month period; this compares to 17% of all respondents (including those people who bought no specialty food gifts) who purchased specialty food gifts from discount stores in 2007. The next most popular venue is the traditional supermarket, another type of mainstream retailer, from which 28% of people who purchased specialty food gifts reported buying such a gift in 2010 (compared to 11% of all respondents in 2007).
Online and Direct Marketers
Food shopping by mail is a convenience that has been popular for decades. Harry and David, the largest and most established direct marketer, began shipping pears from Oregon in 1934. The home delivery market for food is driven in part by corporate gift-giving, but also by consumers...
In The News
Specialty Foods Lead Expansion of U.S. Market for Food Gifting Despite Challenged Economy
New York, August 16, 2010 — Specialty foods have become the foundation of the U.S. market for food gifting, which has helped the industry expand sales and product offerings in a challenged economy where few other areas of gift-giving have found success, according to Food Gifting in the U.S., 2nd Edition, from market research publisher Packaged Facts.
“There’s a reason why specialty foods are the main components of food gifts, especially popular items such as gift baskets,” says Don Montuori, publisher of Packaged Facts. “People want to give gifts that are that are unique, personal, indulgent, convenient, and fun. For many consumers, buying specialty foods during recession is an affordable luxury that meets the criteria of their ‘ideal’ gift for others or even themselves.”
Packaged Facts estimates the overall market for gift-giving in the U.S. increased 7% from $113 billion in 2007 to $121 billion in 2009. Likewise, the total market for food gift-giving in the U.S. grew from $16 billion in 2007 to $18 billion in 2009, representing a 9% increase. Packaged Facts projects that healthy growth across all food gifting channels will propel the market past $21 billion by 2014.
It comes as no surprise that the specialty food sector is fueling growth in the food gifting market, as that coincides with continuing consumer interest in all foods organic, natural and gourmet. Often positioned based on perceived health or environmental benefits, as well as better taste, organic and natural foods are increasingly finding their way into gift food baskets. Moreover, healthy food gift baskets are becoming more popular - perhaps as a way of giving a friend or loved one a subtle push toward a better lifestyle.
Packaged Facts’ consumer research, conducted in May/June 2010, found that 53% of adults are interested in high-quality foods and 30% said they wanted healthy products, both of which represent increases in interest from 2007, when Packaged Facts last conducted this survey. This suggests that there’s a clear market for better and healthier food gift items, and as the category matures, one could expect to see more variation in specialty food gifts. Consumers like the convenience of specialty food gifting: 74% of respondents in the 2010 survey liked being able to purchase specialty food gifts online.
Food Gifting in the U.S., 2nd Edition focuses on the U.S. market for consumer and corporate food gifts, with an emphasis on this sector as part of the total gift-giving market. The report analyzes the highly fragmented market by channel, including brick-and-mortar retailers (representing nearly half of all food gift sales), online and direct marketers, and independents, franchises and distributorships. Trends in food gifting 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.
About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services.
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