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

Consumer survey context

Food gifting special occasions

Winter holidays

Easter

Spend categories

Spend locations

Online growth

Valentine's Day

Spend categories

Spend locations

Online growth

Graduation

More than 6 million food gifting opportunities annually

Postsecondary opportunity

Table 4-1: Graduation and Degree Opportunity, 2007-08 to 2011-12

HH income levels support food gifting spend

Table 4-2: Graduations in Past 12 Months: Key Demographics, 2012

Weddings

Wedding rate significantly declines

Graph 4-1: Marriages and Marriage Rate, 2000-2009

More than 2 million weddings—and more than 275 million wedding guests

Table 4-3: Marriages in Past 12 Months: Key Demographics, 2012

Anniversaries

121 million married adults to target

Table 4-4: Married Adults: Key Demographics, 2012

Mother's Day and Father's Day

Table 4-5: Graduations in Past 12 Months: Key Demographics, 2012

Occasions for purchasing specialty food gifts: consumer survey analysis

Food gifting less prevalent for Valentine's Day, Thanksgiving & Easter

Table 4-6: Occasions for Purchasing Specialty Food Gifts, 2010 vs. 2012

Winter holidays food gift purchase share

Table 4-7: Occasions for Purchasing Specialty Food Gifts, with Population Estimates, 2012

Gender: a close call

Table 4-8: Occasions for Purchasing Specialty Food Gifts: By Gender, 2010/2012

Age: winter holidays a key exception

Table 4-9: Occasions For Purchasing Specialty Food Gifts: By Age, 2010/2012

HH income and food-centric occasion connection

Table 4-10: Occasions for Purchasing Specialty Food Gifts: By Household Income, 2010/2012

Chapter 5: Food Gifting Purchase Rationales, Attributes & Retail Distribution

Summary analysis

Intangible reasons

Tangible attributes

Utility, convenience & value

We don't buy them because they're cheap!

Reaching women

Harness the internet to reach older food gifters

Specialty food gift purchase sources holding ground

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