Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market drivers and challenges
- Innovation
- Opportunities
- The PAHE consumer
- What’s the occasion?
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- Figure 1: Categories of planned at-home events hosted, by how long ago, December 2011
- Who’s hosting and who’s responsible?
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- Figure 2: Who was responsible for planning the most recent planned at-home event, by age, December 2011
- Who’s invited and how?
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- Figure 3: Number of guests invited and attended most recent planned at-home event, by most popular event types, December 2011
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- Figure 4: Invitation types for most recent planned at-home event, by event category, December 2011
- Planning and preparation
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- Figure 5: Planning for most recent at-home event, December 2011
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- Figure 6: How local retailers can help with planned at-home events, December 2011
- Refreshments
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- Figure 7: How food for most recent planned at-home event was provided, December 2011
- Impact of race and Hispanic origin
- What we think
Insights and Opportunities
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- Brands should help consumers plan at-home events
- Marketers can promote/create opportunities for at-home celebration
- Moving traditionally out events, in
- Promote at-home TV viewing parties
- Encouraging home cooks to entertain
- Pet parties
- “Buy local” parties
- Opportunity exists to create a market for at-home event safety
- Encouraging home improvement
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- Figure 8: Interest in home improvement ideas, by whether or not enjoy entertaining people in home, July 2010-September 2011
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- Figure 9: Household ownership of home theater equipment, by whether or not enjoy entertaining people in home, July 2010-September 2011
Inspire Insights
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- Trend: Survival Skills
- Trend: Home of the Senses
Market Drivers
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- Key points
- Fluctuating consumer confidence makes staying in a safe bet
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- Figure 10: University of Michigan’s index of consumer sentiment, January 2007-February 2012
- More consumers opting for entertainment at home
- More consumers cooking at home
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- Figure 11: Economy-driven changes in cooking behavior compared with last year, May 2011
- More babies means growing market for children’s events
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- Figure 12: Population younger than 5, by race/Hispanic origin, 2006-16
- Figure 13: Households, by presence of children, 2001-11
- Growth in Hispanic and Asian populations good for category
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- Figure 14: Population, by race/Hispanic origin, 2006-16
- Aging population might find staying in more desirable
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- Figure 15: Population, by age, 2006-16
Competitive Context
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- Key points
- Rising food prices challenge the cost savings of home entertaining
- Restaurants and other venues offer convenience
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- Figure 16: Planned at-home relationship events hosted, by how long ago, December 2011
Innovations and Innovators
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- Key points
- Eco-friendly entertaining
- Convenience packaging that can also be used for serving
- Food promoted for party use
- Bundled meals bring restaurant offerings to at-home events
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- Figure 17: Chipotle email, January 2012
- Pinpointing engagement with Pinterest
- Planned at-home events 2.0
- Company-sponsored home events
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Dominick’s
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- Figure 18: Brand analysis of Dominick’s, 2012
- TV presence
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- Figure 19: Dominick’s TV ad, “Give Thanks,” 2011
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- Figure 20: Dominick’s TV ad, “Holiday Savings,” 2011
- App
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- Figure 21: Dominick’s iPhone app, January 2012
- Online initiatives
- Brand analysis: Party City
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- Figure 22: Brand analysis of Party City, 2012
- TV presence
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- Figure 23: Party City TV ad, “For Every Party,” 2012
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- Figure 24: Party City TV ad, “Who You Rooting For,” 2012
- Online initiatives
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- Figure 25: Party City YouTube channel, February 2012
- Brand analysis: Baileys
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- Figure 26: Brand analysis of Baileys, 2012
- TV presence
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- Figure 27: Baileys TV ad, “Friends,” 2011
- Brand analysis: Tostitos
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- Figure 28: Tostitos spokesbag puppet, February 2012
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- Figure 29: Brand analysis of Tostitos, 2012
- TV presence
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- Figure 30: Tostitos TV ad, “All Natural Ingredients,” 2011
- Other retailers
- ForYourParty.com
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- Figure 31: ForYourParty.com email, November 2011
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- Figure 32: ForYourParty.com email, October 2011
- Oriental Trading Company
- Target
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- Figure 33: Target ad, “Stylish Decorations,” 2011
- Magazines as a source of inspiration
What’s the Occasion?
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- Key points
- Calendar holidays lead the celebration
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- Figure 34: Categories of planned at-home events hosted, by how long ago, December 2011
- Winter is the season for at-home events
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- Figure 35: Planned at-home calendar holiday events hosted, by how long ago, December 2011
- Creating opportunities for celebration
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- Figure 36: Planned at-home adult events hosted, by how long ago, December 2011
- Figure 37: Planned at-home other events hosted, by how long ago, December 2011
- Younger consumers gravitate toward less traditional events
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- Figure 38: Specific planned at-home events hosted in the last three years, by age, December 2011
- Affordability of at-home events attracts households with less than $50K
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- Figure 39: Specific planned at-home events hosted in the last three years, by household income, December 2011
Who’s Hosting and Who’s Responsible?
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- Key points
- Who’s hosting?
- Women take the lead on adult events, men favor children’s events
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- Figure 40: Category of most recent planned at-home event hosted, by gender, December 2011
- Calendar holidays are the realm of older party planners
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- Figure 41: Category of most recent planned at-home event hosted, by age, December 2011
- Who’s responsible?
- Women are most likely to be the party planner
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- Figure 42: Who was responsible for planning the most recent planned at-home event, by gender, December 2011
- 25-34 year olds are the most active party planners
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- Figure 43: Who was responsible for planning the most recent planned at-home event, by age, December 2011
Who’s Invited and How?
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- Key points
- Children’s birthday parties draw the biggest crowds
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- Figure 44: Number of guests invited and attended most recent planned at-home event, by most popular event types, December 2011
- Young event planners seek size, older planners prefer intimacy
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- Figure 45: Number of guests invited to and attended most recent planned at-home event, by age, December 2011
- With all the invitation options, word-of-mouth still rules
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- Figure 46: Invitation types for most recent planned at-home event, December 2011
- Paper invitations rule for children’s events
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- Figure 47: Invitation types for most recent planned at-home event, by event category, December 2011
- Younger respondents the most likely to use invitations
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- Figure 48: Invitation types for most recent planned at-home event, by age, December 2011
- Households earning less than $25K are most likely to use paper invitations
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- Figure 49: Invitation types for most recent planned at-home event, by household income, December 2011
Planning and Preparation
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- Key points
- Creating a “to do” list is the extent to which the majority of hosts plan
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- Figure 50: Planning for most recent at-home event, by age, December 2011
- Children’s party hosts do the most planning
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- Figure 51: Planning for most recent at-home event, by most popular event types, December 2011
- Younger respondents rent/buy to supplement what they have
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- Figure 52: Rental items and services for most recent at-home event, by age, December 2011
- Thinking outside the box
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- Figure 53: Rental items and services for most recent at-home event, by event category, December 2011
- Focus on retail strengths
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- Figure 54: Non-food/drink purchases for most recent at-home event, by event category, December 2011
- Leading by example in waste reduction
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- Figure 55: Non-food/drink purchases for most recent at-home event, by age, December 2011
- Younger respondents desire the most assistance
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- Figure 56: How local retailers can help with planned at-home events, by age, December 2011
Refreshments
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- Key points
- Vast majority of at-home event planners prepare their own food
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- Figure 57: How food for most recent planned at-home event was provided, by gender, December 2011
- 18-34 year old planners most likely to seek food help
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- Figure 58: How food for most recent planned at-home event was provided, by age, December 2011
- Hosts from lower-income households not necessarily going for DIY
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- Figure 59: How food for most recent planned at-home event was provided, by household income, December 2011
- Holidays are for home cooking
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- Figure 60: How food for most recent planned at-home event was provided, by event category, December 2011
- Urbanites prefer convenience
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- Figure 61: How food for most recent planned at-home event was provided, by urban area, December 2011
- Alcohol usually served at planned at-home events
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- Figure 62: Beverages served for most recent at-home event, by gender, December 2011
- Younger respondents prefer beer, liquor
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- Figure 63: Beverages served for most recent at-home event, by age, December 2011
- Adult and “other” events are more likely than others to feature alcohol
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- Figure 64: Purchases and beverages served for most recent at-home event, by event category, December 2011
Impact of Race and Hispanic Origin
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- Key points
- Desire to entertain at home consistent across race/ethnic groups
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- Figure 65: Whether or not enjoy entertaining people in home, by race/Hispanic origin, July 2010-September 2011
- Hispanics celebrate holidays, Asians are good target for adult events
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- Figure 66: Specific planned at-home events hosted in the last three years, by race/Hispanic origin, December 2011
- Hispanic parties have strong guest turnout
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- Figure 67: Number of guests invited to and attended most recent planned at-home event, by race/Hispanic origin, December 2011
- Bigger parties have bigger needs
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- Figure 68: Rental items and services for most recent at-home event, by race/Hispanic origin, December 2011
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- Figure 69: non-food/drink purchases for most recent at-home event, by race/Hispanic origin, December 2011
- Hispanics utilize paper invitations, Asians prefer technology
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- Figure 70: Invitation types for most recent planned at-home event, by race/Hispanic origin, December 2011
- White hosts cook, Asians and Hispanics have others do it for them
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- Figure 71: How food for most recent planned at-home event was provided, by race/Hispanic origin, December 2011
Custom Consumer Groups: Children’s Events
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- Key points
- Men aged 35-54 are the most likely children’s events planners
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- Figure 72: Category of most recent planned at-home event hosted, by male and ages, December 2011
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- Figure 73: Category of most recent planned at-home event hosted, by female and ages, December 2011
- Marrieds more likely to host children’s and holiday events
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- Figure 74: Category of most recent planned at-home event hosted, by marital status and presence of children younger than 18 in the household, December 2011
- Children’s events present strong opportunity for prepared foods
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- Figure 75: How food for most recent planned at-home event was provided, by most popular event types, December 2011
- Brands can capitalize on children’s hosts’ desire to plan
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- Figure 76: Planning for most recent at-home event, by event category, December 2011
Appendix—Other Useful Consumer Tables
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- Who’s hosting?
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- Figure 77: Top 10 types of most recent planned at-home event hosted, by female and ages, December 2011
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- Figure 78: Specific planned at-home events hosted in the last three years, by male and ages, December 2011
- Who’s invited and how?
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- Figure 79: Number of guests invited to and attended most recent planned at-home event, by event category, December 2011
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- Figure 80: Invitation types for most recent planned at-home event, by urban area, December 2011
- Planning and preparation
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- Figure 81: Rental items and services for most recent at-home event and future planned events, December 2011
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- Figure 82: Non-food/drink purchases purchased for most recent at-home event and future planned events, December 2011
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- Figure 83: Rental items and services for most recent at-home event, by most popular event types, December 2011
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- Figure 84: Non-food/drink purchases for most recent at-home event, by most popular event types, December 2011
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- Figure 85: How local retailers can help with planned at-home events, by most popular event types, December 2011
- Refreshments
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- Figure 86: How food for most recent planned at-home event was provided, by region, December 2011
Appendix—Trade Associations
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