Transcript of "Food Gifting in the U.S., 2nd Edition"
Get more info on this report!The U.S. market for food gifting continues to expand in sales and product offerings, andis 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 to2009. This market is driven by many factors, including consumers wishing to savethemselves 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 foodgifting sector, although considerably smaller in total sales, grew 3.8% between 2007and 2009.During the Christmas/Hanukkah holiday season of 2009, consumer purchases of foodgifts increased 12% over sales during the same period in 2008. Candy and foodspending was up about $10 per person and was the only category that rose among giftitems, with shoppers overall diminishing their gift purchases by an average of 3.2% from2008.According to CES data, average annual per-person expenditures on food giftsincreased from $93 in 2007 to $97 in 2008, and were estimated at $105 in 2009. Theaverage annual per-person expenditures spent on food gifts as a percentage ofexpenditures for all gifts increased from 7.8% in 2007 to 8.3% in 2009, and is projectedat 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 forsports 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 ata time when Americans are reducing spending on gifts overall. Food gifting combinespracticality (a consumable item and one that does not require an intimate knowledge ofthe recipients lifestyle, needs or tastes). Although clothing remains the most popularChristmas 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 heldapproximately 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 2007to 2009, while online and direct market sales of food gifts increased 5.7% during thisperiod.Food Gifting in the U.S., Second Edition, focuses on the U.S. market for consumerand corporate food gifts, with a focus on this sector as part of the total gift-givingmarket. The report analyzes the highly fragmented market by channel, including brick-and-mortar retailers (representing nearly half of all food gift sales), online and directmarketers, and independents, franchises and distributorships. Trends in food gifting areexamined, along with factors driving the food-gifting market. The report also reviews theresults of an exclusive Packaged Facts online poll, along with marketing, retail andconsumer trends and growth opportunities.Report MethodologyThe information in Food Gifting in the U.S., Second Edition, is based on both primaryand secondary research. Primary research involved interviews with industry experts andfood-gifting business managers. Secondary research entailed gathering data fromrelevant trade, business and government sources, including the U.S. Bureau of LaborStatistics, Unity Marketing, the National Retail Federation, BIGresearch, IRI InfoScan,company reports, retail audits, trade associations, etc. Consumer data were obtainedfrom Simmons Market Research Bureau‟s Fall 2009 National Consumer Study. Inaddition, Packaged Facts conducted its own online poll of 1,800 adults in May 2010 tomeasure the spending and attitudes of shoppers.What You’ll Get in This ReportFood Gifting in the U.S., Second Edition, makes important predictions andrecommendations regarding the future of this market, and pinpoints ways current andprospective players can capitalize on current trends and spearhead new ones. No othermarket research report provides both the comprehensive analysis and extensive datathat Food Gifting in the U.S., Second Edition, offers. The report provides extensivedata presented in easy-to-read and practical charts, tables and graphs.How You Will Benefit from This ReportIf your company is already doing business in the food-gifting market, or is consideringmaking the leap, you will find this report invaluable, as it provides a comprehensivepackage of information and insight not offered in any other single source. You will gain athorough understanding of the current market for food gifts, as well as projectedmarkets and trends through 2014.
This report will assist: 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.Additional InformationMarket Insights: A Selection From The ReportInfluences on Buying Specialty Food GiftsAccording to the Packaged Facts survey conducted in May/June 2010, the mostcommonly cited influence in choosing a specialty food gift was a product that thepurchaser believed the recipient was likely to use, with 54% of respondents giving thisas a reason. The second most influential factor in choosing a specialty food gift was theperception of the product being a “treat that recipients would not normally buy,” with43% of respondents citing this as an influence. When asked for reasons for notchoosing a specialty food as a gift, 22% indicated they would rather give a gift card thana specialty food gift.Mainstream RetailersWhile some shoppers may grumble that mainstream retailers are soulless and sterile,these establishments offer one real advantage—many products all in one place. For thegift shopper—especially the last-minute or uncertain shopper—this breadth of productsis a huge motivator to visit such establishments. Mainstream retailers are well-positioned to capture a wide range of shoppers, even those prescient people who dotheir Christmas shopping in July. These retailers have a widespread presence and, asbrick-and-mortar stores, they can accommodate last-minute purchases, which onlineretailers cannot.Mainstream retailers are the most popular choice when it comes to specialty food giftpurchases, 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 giftreported buying the food gift from a discount store such as Walmart or Target in theprevious 12-month period; this compares to 17% of all respondents (including thosepeople who bought no specialty food gifts) who purchased specialty food gifts fromdiscount stores in 2007. The next most popular venue is the traditional supermarket,another type of mainstream retailer, from which 28% of people who purchased specialtyfood gifts reported buying such a gift in 2010 (compared to 11% of all respondents in2007).Online and Direct MarketersFood shopping by mail is a convenience that has been popular for decades. Harry andDavid, the largest and most established direct marketer, began shipping pears fromOregon 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 EconomyNew 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 productofferings in a challenged economy where few other areas of gift-giving have foundsuccess, according to Food Gifting in the U.S., 2nd Edition, from market researchpublisher Packaged Facts.“There‟s a reason why specialty foods are the main components of food gifts, especiallypopular 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, andfun. For many consumers, buying specialty foods during recession is an affordableluxury 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 channelswill propel the market past $21 billion by 2014.It comes as no surprise that the specialty food sector is fueling growth in the food giftingmarket, as that coincides with continuing consumer interest in all foods organic, naturaland gourmet. Often positioned based on perceived health or environmental benefits, aswell as better taste, organic and natural foods are increasingly finding their way into giftfood baskets. Moreover, healthy food gift baskets are becoming more popular - perhapsas 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% ofadults 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 lastconducted this survey. This suggests that there‟s a clear market for better and healthierfood gift items, and as the category matures, one could expect to see more variation inspecialty food gifts. Consumers like the convenience of specialty food gifting: 74% ofrespondents 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 andcorporate food gifts, with an emphasis on this sector as part of the total gift-givingmarket. The report analyzes the highly fragmented market by channel, including brick-and-mortar retailers (representing nearly half of all food gift sales), online and directmarketers, and independents, franchises and distributorships. Trends in food gifting areexamined, along with factors driving the food-gifting market. The report also reviews theresults of an exclusive Packaged Facts online poll, along with marketing, retail andconsumer 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, includingconsumer goods and retailing, foods and beverages, demographics, pet products andservices, and financial products. Packaged Facts also offers a full range of customresearch services.Table of ContentsChapter 1: Executive Summary Scope and Methodology Product Definitions Specialty Foods are the Foundation of Food Gifting Gift Baskets The Art of Corporate Gift-giving The Market for Gift-giving The Market for Food Gifting Self-Gifting Declines Overall, but Self-Gifting of Food Increases Gift Card Sales Slip in 2009 but Remain the Ticket for Many Shoppers Online Gift Card Sales Boom During the 2009 Winter Holiday Season Trends in Gift-Giving Influences on Buying Specialty Food Gifts Gift-boxed and Seasonal Chocolates Remain a Major Sector of the Food Gifting Market Venues for Food Gift Purchases The Ex-patriot Food Gift Market Brick-and-Mortar Retailers Mainstream Retailers
Online and Direct Marketers Average Gift Basket Prices Decline Most Popular Items for Gift Baskets Independent Gift Basket Companies Differentiate Through Customization Trends in Consumers Purchasing Food/Perishables via Mail/Phone/Internet/Catalog Favorite Specialty Food Gifts for Self-gifting Specialty Food Gifts Purchased for Others Types of Food Gifts Received by Consumers Occasions for Buying Specialty Food Gifts Recipients of Specialty Food Gifts Consumer Spending Trends on Food Gifts Influences on Consumer Choices of Food Gifts Attributes Consumers Look for in Specialty Food Gifts Sources of Specialty Food Gift Purchases Reasons Consumers Do Not Buy Specialty Food Gifts Ethnic Food Gifts a Hot Trend in 2010 Customized Food Gifts Are Offered by Most Online Food Gift Manufacturers Organic/Wellness Food Gifts Continue to Gain Popularity Food Gifting Opportunities Exist All Year Round Industry Consolidation Reshuffles Market Leaders in Food Gifting Food Gift Market Forecast for 2014 Brick-and-Mortar Retailers Online and Direct Marketers Independents and Franchises/Distributorships Consumer vs. Corporate MarketsChapter 2: The Specialty Food Gift and Overall Gift Market Scope and Methodology Key Points Product Definitions Types of Food Gifts Specialty Foods are the Foundation of Food Gifting Gift Baskets Trends and Innovations in Food Gift Baskets The Art of Corporate Gift-giving The Market for Gift-giving The Market for Food Gifting Table 2-1: The U.S. Market for All Gifts and Food Gifts, 2007 and 2009 (in $Billions) Consumer Gift-giving Down 8% from 2004 to 2006, but Increases from 2007 to 2009 Average Annual Per-Person Expenditures on Gifts Steadily Increase from 2007 to 2009 Table 2-2: Average Annual Per Person Expenditures on All Gifts Overall, 2006- 2010 (U.S. Adults)
Average Annual Per-Person Expenditures on Food Gifts Increase More Rapidlythan Per-Person Expenditures on All Gifts from 2007 to 2009Table 2-3: Average Annual Per Person Expenditures on Food Gift Purchases,2006-2010 (U.S. Adults)Table 2-4: Per Person Annual Food Gift Purchases as Percentage of TotalAnnual Per Person Gift Purchases, 2006-2010Food Gifting Trends--2008, 2009 and 2010In 2008, Half of All Christmas Gifters Gave Food GiftsOverall Gift-Giving Was Down During Winter Holiday Season in 2009, but FoodGifting Was UpEaster Spending Up 1.8% in 2010Self-Gifting Declines Overall, but Self-Gifting of Food IncreasesGift Card Sales Slip in 2009 but Remain the Ticket for Many ShoppersPrivate-label Gift Card Sales Fall in 2009Online Gift Card Sales Boom During the 2009 Winter Holiday SeasonOnline Store Gift Card Sales Remain StrongGeneral-purpose Gift Card Purchase Increase SlightlyMost Popular Gift CardsGift Card Purchasing Changing in Value, Type and VenueInnovation Drives Gift Card SalesGift Cards and the Credit Card Accountability, Responsibility and Disclosure(CARD) ActTrends in Gift-GivingGourmet and Organic Foods Fuel Growth in Food GiftingInfluences on Buying Specialty Food GiftsCorporate Gift Market Mature and Difficult to MeasureGift-boxed and Seasonal Chocolates Remain a Major Sector of the Food GiftingMarketTable 2-5: Gift-boxed and Seasonal Chocolate Sales, 2008 and 2009 (in millionsof dollars)New Gift-boxed Chocolate Products Surged in 2006 and 2007, Declined Annuallyfrom 2007 to 2009Table 2-6: Number of Gift-boxed Chocolate Products Introduced to the U.S.Market, 2005-2009Russell Stover Continues to Lead the Gift-boxed Chocolates SectorTable 2-7: Leading Gift-boxed Chocolate Sales by Company, 2008 and 2009 (inmillions of dollars)Table 2-8: Unit Sales and Average Price of Gift-boxed Chocolates, 2007-2009Table 2-9: Share of Total Gift-boxed Chocolate Market by Company, 2008-2009Easter Chocolate Candy Sales Surpass Valentines Day Candy Sales in 2008and 2009Table 2-10: Easter Chocolate Candy Sales by Company, 2008 and 2009 (inthousands of dollars)Boxed Chocolates Remain Most-purchased Chocolate Gift for Valentines DayTable 2-11: Valentine‟s Day Chocolate Candy Sales by Company, 2008 and2009 (in thousands of dollars)
Lindt & Sprungli Outpaces Russell Stovers in Gift-Boxed Chocolate Sales at Christmas Table 2-12: Christmas Chocolate Candy Sales by Company, 2008 and 2009 (in thousands of dollars) Halloween Chocolate Candy Sales Flat From 2008 and 2009, While Other Holiday Chocolate Candy Sales Leap 23% Table 2-13: Halloween Chocolate Candy Sales by Company, 2008 and 2009 (in thousands of dollars) Table 2-14 :Other Seasonal Chocolate Sales by Company, 2008 and 2009 (in thousands of dollars) Independents and Franchises Cater to Local Professionals Table 2-15: Independent Companies‟ Average Retail Price, Corporate vs. Consumer Gift Baskets, 2007-2009Chapter 3: Food Gift Market Channels Key Points Venues for Food Gift Purchases Table 3-1: Percent of Food Gift Sales by Channel, 2007-2009 Brick-and-Mortar Retailers Online and Direct Marketers Independents and Franchises/Distributorships Sales at Brick-and-Mortar Retailers Increase 11% from 2007 to 2009 Table 3-2: U.S. Food Gift Sales by Brick-and-Mortar Retailers, 2007-2009 (In $Millions) Mainstream Retailers Target Features Tailgate Party Packs with School Colors and Logos Walmart Offers Many Online Food Gifts Grocery Retailers Favor Gift Cards, Even Though Grocery Stores are a Prime Destination for Food Gift Shoppers Sales of Gift-boxed Chocolates—the Original Food Gift—Shift from Traditional Retailers to Online Will Department Stores Recover from Competition as Food Gift Purveyors? Costco Food Gifts The Ex-patriot Food Gift MarketLeading Competitors in the Gift-Boxed Chocolates Market Profiles of Selected Gift-boxed Chocolate Companies The Hershey Company Company Overview Financial Information Products Lindt & Sprungli AG Company Overview Lindor Products Seasonal Confectioneries Other Chocolate Products Russell Stover Company Overview
Products Corporate Best-sellers Gift BasketsNatural/Organic and Specialty Foods Retailers Williams-SonomaProfiles of Selected Natural/Organic and Specialty Foods Retailers Cost Plus, Inc. Business Overview Financial Information Products Company Strategy Online and Direct Marketers Table 3-3: Percent of Consumers Purchasing Food and Perishables from Direct Marketers‟ Catalogs, 2007-2009 Table 3-4: Percent of Consumers Purchasing Food and Perishables via Phone, Mail and Internet, 2007-2009 Table 3-5: Leading Demographics of Consumers Purchasing Food and Perishables via Phone, Mail and Internet by Index Rating, 2007-2009 Table 3-6: Regional Comparison of Consumers Purchasing Food and Perishables via Phone, Mail and Internet by Index, 2007-2009 Table 3-7: Employment Characteristics of Consumers Purchasing Food and Perishables via Phone, Mail and Internet, 2007-2009 Online Shopping Increases 53% from 2006 to 2009Profiles of Selected Specialty Food Direct Marketers Dean & DeLuca Company Overview Food Gifts and Other Products Harry and David Holdings, Inc. Company Overview Financial Information Food Gift Products Company Strategy Houston Harvest Gift Products LLC Company Overview The Wisconsin Cheeseman Company Overview The Wisconsin Food Gift Company Company Overview Zabars and Company, Inc Company Overview Food Gift Baskets, Boxes and CratesOnline Gift and Floral Companies 1-800-FLOWERS.COM Company Overview Financial Information Best-selling Food Gifts
Company StrategyOther Online and Direct Marketing Companies—Many Small RegionalCompetitors Amazon.com Table 3-8: Amazon.com‟s “Most Gifted” Gourmet Food Gift Products, Prices, Manufacturer and Customer Rating, May 2010Independent and Franchise/Distributorship Gift Basket Companies Independent Gift Basket Companies Average Gift Basket Prices Decline Table 3-9: U.S. Independent Gift Basket Companies‟ Average Retail Price, Corporate vs. Consumer Gift Baskets, 2006-2009 Most Popular Items for Gift Baskets Independent Gift Basket Companies Differentiate Through Customization Profile of Gift Basket Business Owners Franchise and Distributorship Food Gift CompaniesSelected Franchise Gift Basket Company Profiles Candy Bouquet Company Strategy Edible ArrangementsChapter 4: The Food-gifting Consumer Key Points Note on Experian Simmons and Packaged Facts Data Trends in Consumers Purchasing Food/Perishables via Mail/Phone/Internet/Catalog Table 4-1: Leading Demographic Indexes for U.S. Adult Consumers Purchasing Food/Perishables via Mail/Phone/Internet/Catalog During Period February 2009 to March 2010 The Effect of the Economy on Consumer Spending Table 4-2: Consumers‟ Response to Question About Overall Spending in Today‟s Economy: To What Extent Do You Agree or Disagree with the Statement “I am Spending Less These Days Because of the Economy” Favorite Specialty Food Gifts for Self-gifting Table 4-3: Favorite Specialty Food Gifts for Self-Gifting, 2007 and 2010 Specialty Food Gifts Purchased for Others Table 4-4: Favorite Specialty Food Gifts for Others, 2007 and 2010 Types of Food Gifts Received by Consumers Table 4-5: Specialty Food Gifts Received, by Type 2007 and 2010 Occasions for Buying Specialty Food Gifts Table 4-6: Percent of Consumers Purchasing Food Gifts, by Occasion, 2007 Table 4-7: Consumers‟ Response to Question: “For Which Occasion(s) Did You Purchase a Food Gift in the Last 12 Months?” - 2010 Recipients of Specialty Food Gifts Table 4-8: Recipients of Specialty Food Gifts, 2007 Table 4-9: Consumers‟ Response to Question: “For Which Recipient(s) Did You Purchase a Food Gift in the Last 12 Months?” - 2010 Consumer Spending Trends on Food Gifts
Table 4-10: Percentage Purchasing Specialty Food Gifts, by Number of Recipients, 2007 Table 4-11: Consumers‟ Response to Question: “In the last 12 months, to how many people, excluding yourself, have you given specialty food gifts?” - 2010 Table 4-12: Consumers‟ Response to Question: “If you purchased a specialty food gift in the last 12 months, to how many people, excluding yourself, have you given specialty food gifts?” - 2010 Table 4-13: Consumers‟ Response to Question: “How much do you typically spend on a specialty food gift?” - 2010 Table 4-14: Consumers‟ Response to Question: “In the last 12 months, how much did you spend overall specialty food gifts?” - 2007 and 2010 Table 4-15: Consumers‟ Response to Question: “In the past 12 months, about what percentage of your total food gift spending was for the winter holidays (Christmas, Hanukkah, Kwanzaa) food gifts?” - 2010 Table 4-16: Consumers‟ Response to Question: “How would you compare your spending on specialty food gifts in the last 12 months to what you spent a few years ago?” - 2007 and 2010 Influences on Consumer Choices of Food Gifts Table 4-17: Influences on the Purchase of Favorite Specialty Food Gifts, 2007 Table 4-18: Consumers‟ Response to Question, “If you purchased a specialty food gift in the last 12 months, What Factor(s) Influenced the Purchase of the Food Gift?” - 2010 Attributes Consumers Look for in Specialty Food Gifts Table 4-19: Attributes Looked for in Specialty Food Gifts, 2007 Table 4-20: Consumers‟ Response to Question: “If you purchased a specialty food gift in the last 12 months, which attribute(s) did you consider in purchasing a specialty food gift?” - 2010 Sources of Specialty Food Gift Purchases Table 4-21: Sources of Specialty Food Gift Purchases, 2007 Table 4-22: Consumers‟ Response to Question: “If you purchased a specialty food gift in the last 12 months, from which source(s) did you purchase the specialty food gift?” - 2010 Reasons Consumers Do Not Buy Specialty Food Gifts Table 4-23: Reasons Given By Consumers for Not Buying Specialty Food Gifts, 2007 and 2010Chapter 5: Future Trends and Market Forecast Key Points Most Popular Food Gifts in 2010 Ethnic Food Gifts a Hot Trend in 2010 Customized Food Gifts Are Offered by Most Online Food Gift Manufacturers Organic/Wellness Food Gifts Continue to Gain Popularity Food Gifting Opportunities Exist All Year Round Industry Consolidation Reshuffles Market Leaders in Food Gifting Food Gift Market Forecast for 2014 Table 5-1: U.S. Food Gift Sales Forecast by Channel, 2007-2014 (in $millions) Brick-and-Mortar Retailers
Online and Direct Marketers Independents and Franchises/Distributorships Consumer vs. Corporate Markets Table 5-2: U.S. Food Gift Sales Forecast by for the Consumer, Corporate and Total Markets, 2007-2014 (in $millions) How to Build a Successful Online Food Gifting Business Keys to Successfully Launching a Gift Basket Business First Steps Create a Gift Basket Workspace Stock Up on Gift Basket Ingredients Building a Customer List Managing the Business Side of a Gift Basket Operation Gift Basket Industry Statistics Risks In the Age of Recession--The Travails of igourmetAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2642049US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004