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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 one

Utility 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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