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Food Gifting In The U.S., 3rd Edition

Sweet spot stays at $20 to $29, but spend per gift trends upward

Table 3-2: Food Gift Purchasers: Spend per Gift, 2010 vs. 2012

Food gifting heavily reliant on $100K+ households, which generate 51% of spend

Graph 3-3: Food Gifting Market: Consumer Dollar Share by Household Income, 2011

And higher spend per gift

Table 3-3: Food Gift Purchasers: Spend per Gift by Household Income, 2012

Household growth trends skew toward high-income brackets, driving food gifting sales

Graph 3-4: Household Growth by Household Income Bracket, 2007-2011

Household income trends also favor food gifting market

Graph 3-5: Household Income Growth by Household Income Bracket, 2007-2011

Race/ethnicity spend analysis suggests low dollar share contribution among non-whites

Graph 3-6: Food Gifting Market: Dollar Share by Race/Ethnicity, 2011

Household growth trends suggest need to market to non-whites more aggressively

Graph 3-7: Household Growth by Race/Ethnicity, 2007-2011

Black and Hispanic household income growth suggests increased opportunity

Graph 3-8: Household Income Growth by Race/Ethnicity, 2007-2011

A contradiction arises

Significant regional variation

Table 3-6: Food Gift Purchasers: Spend per Gift by Household Income, 2012

Purchasing Food Gifts for Others

Types of food gifts purchased

Boxed chocolates/candies remain on top

Gifting accounts for 15% of premium chocolate purchases

But 2010-2012 purchase incidence gains among other food gifts more pronounced

Table 3-7: Types of Food Gifts Purchased for Others, 2010 vs. 2012


Table 3-8: Types of Food Gifts Purchased for Others by Age of Food Gifter, 2012

HH income makes a difference in choice of food gift

Regional favorites

Table 3-9: Types of Food Gifts Purchased for Others by Household Income of Food Gifter, 2012

Table 3-10: Types of Food Gifts Purchased for Others by Household Income of Food Gifter,


Who are food gift recipients?

Spouse/significant other at top of list

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