Food Gifting In The U.S., 3rd Edition
Reasons for buying specialty food gifts
Gifts intended to convey an emotional expression: food gift recipient enjoyment matters
Why buy food gift unless the recipient views it as a special, a splurge?
Recipients may not need a food gift—but that doesn't mean they wouldn't want oneUtility plays a role Convenience and value also relevant, with a twist Food gifts aren't cheap! Rationales becoming more prevalent over time Internet playing a role? Table 5-1: Reasons for Purchasing Food Gifts, 2010 vs. 2012 Women: gift should be uncommon purchase and should fill want vs. need Table 5-2: Reasons for Purchasing Food Gifts: By Gender, 2012 Attributes sought when purchasing food gifts Quality and appearance prevalently sought Trust and food health also relevant Product variety, distinctiveness & special meaning vs. value Shipping and online availability Table 5-3: Attributes Sought When Purchasing Food Gifts, 2010 vs. 2012 Gender & the issue of thought put into the gift Table 5-4: Attributes Sought When Purchasing Food Gifts: By Gender, 2012 With age comes wider desire for quality, product variety . . . and online availability? Table 5-5: Attributes Sought When Purchasing Food Gifts: By Age, 2012 HH income analysis Table 5-6: Attributes Sought When Purchasing Food Gifts: By Household Income, 2012 Specialty food gift purchase sources Holding ground Table 5-7: Specialty Food Gift Purchase Locations in Past 12 Months, 2010 vs. 2012 Similar food gift purchase incidence by gender at many retailers: please explain! Table 5-8: Specialty Food Gift Purchase Locations in Past 12 Months: By Gender, 2012 Shopping context: women garner higher shopping share across retail segments Table 5-9: Retailer Brand Shopping in Past 4 Weeks: Usage Share by Gender, 2012 Age analysis Table 5-10: Specialty Food Gift Purchase Locations in Past 12 Months: By Age, 2012 HH income analysis
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