米国における食品ギフト市場

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.

Table of Contents

Chapter 1 Executive Summary

• Scope and Methodology
• Scope of Report
• Report Methodology
• The Gift Market
  • Gift Cards Grow in Popularity
  • Consumer Food Gifts Grow Apace
  • The Corporate Gift Market Dilemma
• Food-gifting Sales by Channel
• Brick-and-Mortar Retailers
  • Grocery Attracts Last-minute Food Gift Shoppers
  • Wal-Mart Builds Its Food Gift Offerings
  • Don' t Forget Target
  • Boxed Chocolates Falling out of Favor at Traditional Retailers
  • Will Department Stores Rebound?
  • Interest in Gourmet Chocolate Fuels Gourmet Retailers
• Online and Direct Marketers
  • Harry and David' s Wholesale Business Booming
  • 1-800-FLOWERS Ventures into Food Gifts
  • Online and Direct Marketing Channel Highly Fragmented
• Independents and Franchises/Distributorships
  • Independents Optimistic, Despite Increasing Competition
  • Franchise Model Works Well for Cookie and Fresh Fruit Bouquets
• The Food-gifting Consumer
  • Boxed Chocolates Still the Most Popular
  • Assortments, Nuts and Salty Snacks Top Specialty Food Gifts
  • Consumers Value Quality and Variety Most
  • Visibility the Biggest Challenge for Specialty Food Gifts
  • Consumer Demographics in the Online and Direct Marketing Channel
• Looking Ahead
  • Customization Will Grow
  • Organic/Ethnic/Wellness Food Gifts
  • Food-gifting All Year Round
  • Industry Consolidation
  • Market Forecast

Chapter 2 The Gift Market

• Scope and Methodology
• Product Definitions
• The Gift Market
  • Table 2-1 U.S. Consumer, Corporate and Total Gift and Food Gift Spending, 2004-2006 (in million $)
  • Consumer Gift-giving Down 8% from 2004 to 2006
  • Table 2-2 Total Retail and E-commerce Sales vs. Consumer Gift Expenditures, 2000-2006 (in billion $)
  • People Spending More…on Themselves
  • Gift-giving Wanes as Many Find It Frustrating
  • Rising Gas Prices Means Less Money for Gifts
  • Stagnant Population Growth Among Younger Children
  • But People Still Need to Buy Gifts
  • Electronics Blur the Line Between Family and Self-gifting
  • Gift Cards the Perfect Gift…Especially for Retailers
  • Consumer Food Gifting up 56% Since 2004; Now 15% of Gift Sales
  • Figure 2-1 Total Retail Gift Expenditures and Food Gift Share, 2000-2006 (in billion $)
  • Gourmet and Organic Foods Fuel Growth
  • Gift Cards vs. Food Gifts
  • Corporate Gift Market Mature and Difficult to Measure
  • Food-gifting Companies Report Mixed Results in Corporate Market
  • Independents and Franchises Cater to Local Professionals

Chapter 3 Food Gift Market Channels

• Food Gift Market Highly Fragmented
• Figure 3-1 Share of U.S. Food Gift Sales by Channel, 2006
• Brick-and-Mortar Retailers
• Online and Direct Marketers
• Independents and Franchises/Distributorships

• Brick-and-Mortar Retailers
  • Table 3-1 U.S. Food Gift Sales by Brick-and-Mortar Retailers, 2004-2006 (in million $)
  • Mainstream Retailers
  • Figure 3-2 Percentage Who Purchased a Specialty Food Gift, by Source
  • Mainstream Retailers Capture the Impulse Shopper
  • Shoppers Consolidate with Fewer Trips Overall
  • Figure 3-3 Average Retail Outlet Trips per Shopper per Month, 2003-2006
  • Figure 3-4 Average Retail Outlet Trips per Shopper per Month by Channel, 2006 and % change from 2005
  • Grocery Retailers Favor Gift Cards
  • Target Drives Food-gifting Sales Through Distribution Gains, Online Sales
  • Table 3-2 Target' s Online Assortment of Best-selling Gift Baskets and Gourmet Foods, March 2007
  • Wal-Mart Captures Holiday Shoppers
  • Table 3-3 Wal-Mart' s Online Assortment of Best-selling Gift Baskets and Gourmet Foods, $25-$50 Price Range, March 2007
  • Boxed Chocolates-the Original Food Gift-Fade at Traditional Retailers
  • Table 3-4 U.S. Gift-Boxed Chocolate Sales by Food, Drug and Mass Merchandisers: Total, Percent Change and Share, 2004-2006 (in thousand $)
  • A Rebound for Department Stores?
  • Macy' s Refocusing Its Efforts
  • Costco Partners with Harry and David
  • Gourmet Confectionary Retailers
  • Chocolate Lounges Inspire
  • Godiva Chocolates
  • See' s Candies
  • Natural/Organic and Specialty Foods Retailers
  • Williams-Sonoma
  • Cost Plus
• Online and Direct Marketers
  • Table 3-5 U.S. Food Gift Sales by Online and Direct Marketers, 2004-2006 (in million $)
  • Online Food Shopping Emerges Once Again
  • Catalog Sales Flourish at the Same Time
  • Figure 3-4 Percentage of U.S. Adults Buying Food/Perishables by Catalog in the Last 12 Months: Total, Harry and David, Omaha Steaks and 1-800-FLOWERS, 2003-2006
  • The Floral Industry Fuels Gourmet Food Gift Growth
  • Specialty Food Direct Marketers
  • Harry and David
  • Omaha Steaks
  • Hickory Farms
  • The Swiss Colony
  • Online Gift and Floral Companies
  • 1-800-FLOWERS
  • FTD.com
  • All Other Online and Direct Marketing Companies
  • Few Dominant Players-But This Is Changing
  • Amazon.com
  • Table 3-6 Amazon.com' s Best-selling Gourmet Foods, with Customer Ratings, March 2007
  • Provide Commerce
• Independents and Franchises/Distributorships
  • Overview
  • Table 3-7 U.S. Independent and Franchise/Distributorship Food Gift Company Revenues, 2004-2006 (in million $)
  • Independent Gift Basket Companies
  • Table 3-8 Independent Gift Basket Companies: Number, Average Revenue and Total Revenues, 2003-2006 (in million $)
  • Prices Rise, Gap Between Corporate and Consumer Baskets Narrows
  • Table 3-9 Independent Companies' Average Retail Price, Corporate vs. Consumer Gift Baskets, 2004-2006
  • Most Popular Items for Gift Baskets
  • Table 3-10 Independent Gift Basket Companies' Top Products, 2004-2006
  • Independent Gift Basket Companies Differentiate Through Customization
  • Table 3-11 Independent Gift Basket Companies' Top Trends, 2006
  • Competition from Large Chains and Discounters Biggest Worry
  • Table 3-12 Gift Basket Companies' Biggest Concerns, 2006
  • Profile of Business Owners
  • Winter Holidays Just 40% of Revenues
  • Table 3-13 Independent Gift Basket Companies' Best-selling Occasions Outside of Major Holidays, 2004-2006
  • Franchise and Distributorship Food Gift Companies
  • Table 3-14 Franchise/Distributorship Gourmet Gift and Gift Basket Companies: Units, Revenue per Unit and Total Revenue, 2004-2006 (in thousand $)
  • Cookies by Design
  • Candy Bouquet
  • Edible Arrangements
  • Le Gourmet
  • FruitFlowers
  • Cookies in Bloom

Chapter 4 The Food-gifting Consumer

• Note on Simmons and Packaged Facts Data
• Gift Spending
• Most Spend Under $500 for Winter Holiday Gifts and All Other Gifts
• Figure 4-1 Gift Spending, Winter Holiday Gifts vs. All Other Gifts
• Boxed Chocolates and Other Gift-packaged Candy
• Boxed Chocolate Most Popular Food Gift
• Figure 4-2 Gift-packaged Candy Purchased for Self or as a Gift
• Valentine' s Day Biggest Occasion for Gift-packaged Candy
• Table 4-1 Percentage Purchasing Gift-packaged Candy, by Occasion
• Table 4-1(cont) Percentage Purchasing Gift-packaged Candy, by Occasion
• Gift-packaged Candy Given to Spouse/Significant Other Most Often
• Table 4-2 Percentage Purchasing Gift-packaged Candy, by Recipient
• One-Quarter Bought Gift-packaged Candy for Three or More People
• Table 4-3 Percentage Purchasing Gift-packaged Candy, by Number of Recipients
• Most Spend Less Than $20 on a Boxed Chocolate or Packaged Candy Gift
• Table 4-4 Amount Typically Spent on a Single Purchase of Gift-packaged Candy
• Most Spend Less Than $100 Total on Gift-packaged Candy
• Table 4-5 Amount Typically Spent on Gift-packaged Candy in a Year
• Russell Stover Leads in Gift-packaged Candy Purchases
• Table 4-6 Percentage Purchasing Gift-packaged Candy for Self or as a Gift, by Brand
• Table 4-6(cont.) Percentage Purchasing Gift-packaged Candy for Self or as a Gift, by Brand
• Specialty Food Gifts
• Specialty Food Gifts Given by 39% of Respondents; Assortments, Nuts and Salty Snacks Top Choices
• Table 4-7 Specialty Food Gifts: Percentage Buying for Self and as a Gift and Percentage Receiving as a Gift
• One-Third Give Specialty Food Gifts for Winter Holidays
• Table 4-8 Percentage Purchasing Specialty Food Gifts, by Occasion
• Friends, Family and Spouse Most Likely to Receive Specialty Food Gifts
• Table 4-9 Percentage Purchasing Specialty Food Gifts, by Recipient
• One out of Five Buy Specialty Food Gifts for Three or More People
• Table 4-10 Percentage Purchasing Specialty Food Gifts, by Number of Recipients
• Nearly Two-Thirds Spend More Than $20 on a Single Specialty Food Gift
• Table 4-11 Amount Typically Spent on a Single Purchase of a Specialty Food Gift
• Most Spend Less Than $100 Annually on Specialty Food Gifts
• Table 4-12 Amount Typically Spent on Specialty Food Gifts in a Year
• Attitudes Toward Specialty Food Gifts
• Four in Ten Spend More on Specialty Food Gifts Than Previous Years
• Table 4-13 Change in Spending on Specialty Food Gifts, Last 12 Months vs. a Few Years Ago
• Specialty Food Gift Givers Want Treats That Others Will Use and Enjoy
• Table 4-14 Reasons for Buying Specialty Food Gifts
• Quality and Variety Top the Attributes People Look for in Specialty Food Gifts
• Table 4-15 Attributes People Look for When Buying Specialty Food Gifts
• Gift Cards and Plants/Flowers Lead as Alternatives to Specialty Food Gifts
• Table 4-16 Alternative Gifts Likely to Be Considered in Lieu of Specialty Food Gifts
• Mass and Grocery Top Locations for Buying Specialty Food Gifts
• Table 4-17 Sources for Buying Specialty Food Gifts
• Oversight Tops the Reasons Shoppers Don' t Buy Specialty Food Gifts
• Table 4-18 Reasons That Could Prevent Purchasing Specialty Food Gifts
• Trends and Demographics of Online and Direct Marketing Shoppers
• Food/Perishables in Online and Direct Marketing Channels Grow at the Same Time
• Figure 4-3 Percentage of Households Buying Food/Perishables via Mail/Phone/Internet/Catalog and Catalog Alone, 2003-2006
• Prime Shoppers are Middle-aged Females with Incomes over $100,000
• Table 4-19 Demographic Characteristics Favoring Online and Direct Marketing Purchases of Food/Perishables

Chapter 5 Looking Ahead-Future Trends and Forecast

• Customized Food Gifts
• Organic/Wellness/Ethnic Food Gifts
• Organic/Wellness Food Gifts
• Ethnic Specialty Food Gifts
• Food Gifting All Year Round
• Industry Consolidation
• Forecast for 2010
• Brick-and-Mortar Retailers
• Table 5-1 U.S. Food Gift Sales Forecast by Channel, 2004-2010 (in million $)
• Online and Direct Marketers
• Independents and Franchises/Distributorships
• Consumer vs. Corporate Markets
• Table 5-2 U.S. Food Gift Sales Forecast for the Consumer, Corporate and Total Markets, 2004-2010 (in million $)