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

Mom, yes; Dad, not so much

What are friends for?

Males big food gifters for spouse/significant other & mom; females drive purchases for others

Table 3-12: Recipients of Food Gifts by Gender of Food Gifter, 2012

Mom, dad and siblings popular recipients among younger givers

Table 3-13: Recipients of Food Gifts by Age of Food Gifter, 2012

Higher income tied to wider food gift recipient distribution beyond family

Table 3-14: Recipients of Food Gifts by Household Income of Food Gifter, 2012

Number of food gifting purchase recipients

Moderate usage frequency provides growth opportunity

Table 3-15: Food Gift Purchasers: Number of Gift Recipients per Year, 2010 vs. 2012

The good news

Better news ahead, with just a bit of higher-frequency purchase conversion?

Table 3-16: Food Gift Purchasers: Gift Recipient Hypothetical, 2010-2012-2014

Gender analysis demonstrates need to increase purchase frequency among men and women

Table 3-17: Number of Gift Recipients per Year by Gender of Food Gifter, 2012

Explore additional food gifting occasions for 18-34s

Table 3-18: Number of Gift Recipients per Year by Age of Food Gifter, 2012

Enhance value proposition among lower-income consumers

Table 3-19: Number of Gift Recipients per Year by Household Income of Food Gifter, 2012

Purchasing Food Gifts for Self

Better to give to self than to others!

Everyday use helps tip the scale

Table 3-20: Types of Food Gifts Purchased for Self, 2010 vs. 2012

Do not overlook men's role in food self-gifting

Table 3-21: Types of Food Gifts Purchased for Self: By Gender, 2012


Table 3-22: Types of Food Gifts Purchased for Self: By Age, 2012

HH income

Table 3-23: Types of Food Gifts Purchased for Self: By Household Income, 2012

Chapter 4: Consumer Food Gifting Occasions

Summary analysis

How important is each occasion?

5 of 10

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