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GIFTING FOODS - CHINA - AUGUST 2019

Published By :

Mintel

Published Date : Aug 2019

Category :

Food

No. of Pages : N/A

Premium fruit, nuts, and dairy drinks have gained popularity in the gifting food/drink industry. There are fewer buyers choosing nuts and yogurt as gifts compared to fruit and milk. One way of increasing purchase is offering bundle deals of nuts and yogurt. In addition, nuts businesses could target niche markets, such as fitness supplements and diet replacement. Moreover, tier-three cities are a potential market to develop gifting nuts and yogurt.

Table of contents

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The market
Increasing imports are result of friendly e-commerce polices
More foodservice vendors develop packaged festival food
Players’ marketing strategies stimulate purchase
Targeting certain consumers by collaborating with their favoured categories
Make gifts more entertaining
The consumer
Gifting food buyers show different demographic features for different festivals
Figure 1: Gifting occasions, China, April 2019
Gifting premium fruits have gained the highest popularity for CNY
Figure 2: CNY gifting changes, China, April 2019
Develop gifting dairy drinks in tier three cities
Figure 3: Food and drink bought for gifting, China, April 2019
Multiple features help brands stand out
Figure 4: Considerations for different recipients, China, April 2019
Expectations of environmentally friendly and multi-functional packaging
Figure 5: Features of gifting dairy drinks packaging, China, April 2019
Encourage lower tier city buyers to get gifting idea via online channels
Figure 6: Purchasing habits, China, April 2019
What we think
ISSUES AND INSIGHTS
Foodservice businesses offer gifting packs with semi-finished products
The facts
The implications
Figure 7: Gifting pack, by Milk Deluxe x Lelecha, China, 2019
Figure 8: Pairing suggestions of cold brew coffee, by S.Engine Coffee, China, 2019
Develop gifting food/drink varieties for seniors
The facts
The implications
Nutritious food surpasses traditional food in gifting occasions
The facts
The implications
Figure 9: Gift box of nuts and yogurt, by Bai Cao Wei x Bright Dairy, China, 2019
THE MARKET – WHAT YOU NEED TO KNOW
E-commerce platforms are increasing imports
Follow the trend of adding national pride elements
Multi-functional packaging is the future trend
MARKET DRIVERS
New e-commerce policies give chance to expand imports
More foodservice businesses introduce festival food
Fission marketing strategy encourages gifting activity
MARKET HIGHLIGHTS
Collaborating with other categories to make the gift more targeted
Figure 10: Gifting food/drink box with cosmetics and tools, China
Building national pride by adding cultural and creative IP
Figure 11: Dairy brands collaborate with cultural and creative IP, China, 2019
Gifts for both
Figure 12: “Forgive” gift box, by Marie Dalgar x Heineken, China, 2019
Gifting boxes with more fun
Figure 13: Gifting boxes with entertaining designs, China
Providing exclusive pairings
Figure 14: Gifting packs with food and drink pairing suggestions, China
Going beyond just packaging with multiple functions
Figure 15: Mooncake gift box with creative and recyclable design, Ibranco, China, 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
Help males choose Valentine’s Day and anniversary gifts
Popular icon plays an important role in attracting attention
Enhance online influence in lower tier markets
GIFTING OCCASIONS
Traditional festivals are the main gifting occasions
Figure 16: Gifting occasions, China, April 2019
Figure 17: CNY limited edition, by Godiva, China, 2019
Targeting male buyers for anniversary and Valentine’s Day gifting
Figure 18: Gifting occasions, by gender, China, April 2019
Figure 19: Tea gifting pack for girlfriend, by Blan Bunny’s Tea, China
Different gifting occasions between tier one and two city residents
Figure 20: Gifting occasions, by city tier, China, April 2019
CNY GIFTING CHANGES
Premium fruits and fruit juice become the new favourites for CNY
Figure 21: CNY gifting changes, China, April 2019
Encourage 25-29s to buy more from online channels and emerging brands
Figure 22: Demographic features, by selected age group with changing behaviours of CNY gifting, China, April 2019
Alcohol gifting market is cooling down
FOOD AND DRINK BOUGHT FOR GIFTING
Milk and fruit apply to various gifting occasions
Figure 23: Food and drink bought for gifting, China, April 2019
Figure 24: Most popular gifting foods – milk and fruit, by occasion, China, April 2019
Develop gifting food and drink in tier three or lower cities
Figure 25: Food and drink bought for gifting, by city tier, China, April 2019
CONSIDERATIONS FOR DIFFERENT RECIPIENTS
Trendy and healthy gifting food for older people have potential to grow
Figure 26: Considerations for older people, China, April 2019
Figure 27: Gifting food and drinks that buyer have bought more for CNY gifting, among buyers who associate healthy and trendy with gifting food for older people, China, April 2019
Sharing trend and amusement with friends
Figure 28: Considerations for friends/colleagues, China, April 2019
Figure 29: Mooncake gift box – Spaceship2, by Ibranco, China, 2018
Customisable premium gifting food/drink targeting buyers 20-29
Figure 30: Considerations for business partners, China, April 2019
Figure 31: Association of customisable with a “suitable” food and drink gift for business partners, by age, China, April 2019
Introduce romantic health/wellness gifting food
Figure 32: Considerations for lovers/partners, China, April 2019
Make healthy children food/drink more fun
Figure 33: Considerations for kids, China, April 2019
PACKAGING OF DAIRY DRINKS AS GIFTS
Make packaging more environmentally friendly
Figure 34: Features of gifting dairy drink packaging, China, April 2019
Images of popular icons generate huge incremental appeal
Figure 35: Features of gifting dairy drink packaging – TURF Analysis, April 2019
Figure 36: Wu Fang Zhai x Marvel, China, 2019
PURCHASING HABITS
Importance of premium packaging is catching up that of food quality
Figure 37: Purchasing habits, China, April 2019
Figure 38: Attitude towards the importance of food quality and premium packaging, by buyers purchasing certain food/drink as a gift, China, April 2019
Attitude towards gift cards is changing in Guangzhou and Chengdu
Figure 39: Purchasing habits, China, April 2019
Figure 40: Changes in purchasing habits, by tier one cities, China 2018-19
Help lower tier city consumers with decision making
Figure 41: Purchasing habits, China, April 2019
Figure 42: Purchasing habits, by city tier, China, April 2019
MEET THE MINTROPOLITANS
MinTs are more active on various gifting occasions
Figure 43: Repertoire analysis – number of occasions that buyers have bought food or drink as gifts for others in the last 12 months, by consumer classification, China, April 2019
Figure 44: Purchasing habit, by consumer classification, China, April 2019
Festival design and popular icons attract MinTs the most
Figure 45: Repertoire analysis – number of interested dairy products’ packaging features, by consumer classification, China, April 2019
Figure 46: Features of gifting dairy drinks packaging, by consumer classification, China, April 2019
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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