Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The consumer
- The way consumers spend festivals depends greatly on the length of holiday
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- Figure 1: Ways of spending holidays and festivals, October 2014
- Consumers are more likely to celebrate Valentine’s Day than before
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- Figure 2: Festivals on which consumers buy foods as gifts for others, October 2014
- Consumers have very different preferred foods for different recipients
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- Figure 3: Most popular festive gifts by recipients, October 2014
- Healthiness and suitability are the most important in choosing food as festive gifts
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- Figure 4: Criteria for choosing food as festive gifts, October 2014
- People still prefer to send gifts in person
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- Figure 5: Process of purchasing and giving festive food, October 2014
- Attitudes towards festive food
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- Figure 6: Attitudes towards festive food, October 2014
- Key issues
- Provide more value to consumers through packaging
- There are opportunities in selling imported fruit as festive gifts online
- Create more intensive means of delivering personal messages while gifting
- Value for money products will prevail in the festive food market in the future
- What we think
Issues and Insights
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- Provide more value to consumers through packaging
- The facts
- The implications
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- Figure 7: Examples of food products in festival-themed packaging, Hong Kong (Q4 2014) and France (Q4 2014)
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- Figure 8: Examples of gift packs that engage recipients more, France (Q4 2014) and Hong Kong (Q4 2014)
- There are opportunities in imported fruit as festive gifts
- The facts
- The implications
- Create more intensive means of delivering personal messages while gifting
- The facts
- The implications
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- Figure 9: Conversation heart candy kit from Wilton (USA), Q1 2014
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- Figure 10: Real sound talker candy from Sweethearts in Canada, Q1 2013
- Value for money products will prevail in the festive food market in the future
- The facts
- The implications
Trend Application
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- Make it Mine
- Experience is All
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- Figure 11: The production process of candies from Candy Master, Shanghai, 2014
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- Figure 12: Chocolate Great Wall in M&M’s World, Shanghai and Orlando
- Let's Make a Deal
Background – Festivals and the Gifting Culture in China
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- Key points
- Festivals celebrated in China
- Spring Festival
- Lantern Festival
- Qingming Festival
- Dragon Boat (Duanwu) Festival
- Mid-Autumn Festival
- Double Ninth (Chongyang) Festival
- Winter Solstice Festival
- Non-Chinese traditional festivals
- Public holidays in China
- The gifting tradition
The Consumer – Ways of Spending Holidays and Festivals
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- Key points
- Length of the holiday impacts what people do during festivals
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- Figure 13: Ways of spending holidays and festivals, October 2014
- Dining out is the most common indulgence across all festive occasions
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- Figure 14: Ways of spending holidays and festivals, ranked by popularity, October 2014
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- Figure 15: Valentine menu of Pizza Hut, China, 2014
- Men and families with children play more sports during festivals
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- Figure 16: Ways of spending holidays and festivals, “Do sports/exercise”, October 2014
- Consumers from tier two/three cities are more likely to visit friends on festive occasions
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- Figure 17: Ways of spending holidays and festivals, “Visit friends/relatives”, by city tier, October 2014
The Consumer – Festivals on Which Consumers Buy Food as Gifts for Others
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- Key points
- People buy more gifts on Spring Festival and Mid-Autumn Festival
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- Figure 18: Festivals on which consumers buy foods as gifts for others, October 2014
- Valentine’s Day is the number one celebrated western festival
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- Figure 19: Share of chocolate products in Valentine’s Day packaging launched in the chocolate market, by country, 2012-14
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- Figure 20: Examples of chocolate for Valentine’s Day from Mars (USA) and Cacau Show (Brazil), 2014
- Younger consumers are more likely to celebrate western festivals
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- Figure 21: Western festivals when consumers buy foods as gifts for others, by age, October 2014
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- Figure 22: Packaging example of assorted snacks, China
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- Figure 23: Western festivals when consumers buy food as gifts for others, by gender and age, October 2014
- Consumers from tier two/three cities buy more festive gifts
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- Figure 24: Festivals when consumers most likely to give out food gifts, by city tier and city, October 2014
The Consumer – Most Popular Festive Gifts by Recipients
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- Key points
- Children and elderly are still the most common recipients
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- Figure 25: Recipients of festive food as gifts, October 2014
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- Figure 26: Top five festive foods bought for business partners, by gender and age, October 2014
- Healthy lifestyle is impacting the choice of festive food
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- Figure 27: Most popular food for festive gift, October 2014
- Choice of festive food is influenced by the type of recipient
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- Figure 28: Most popular festive gifts by recipients, October 2014
- Satisfy the lover but buy healthy foods for the elderly
- Alcohol and tobacco are most often sent to business partners
- For gifts to kids, tasty is the most important feature
- Male consumers are more likely to buy tobacco and alcohol as festive gifts
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- Figure 29: Percentage of people buying tobacco and alcohol for main recipients, by gender, October 2014
The Consumer - Criteria for Choosing Festive Foods as Gifts
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- Key points
- Good for one’s health is the number one feature people look for
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- Figure 30: Criteria for choosing food as festive gifts, October 2014
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- Figure 31: Examples of no-sugar mooncakes from Bibica (Vietnam, Q3 2014) and Koon Brothers (Malaysia, Q3 2014)
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- Figure 32: Example of Quaker Selected Instant Oatmeal Gift Box, PepsiCo, China, Q2 2014
- Younger consumers emphasise suitability and good wishes conveyed
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- Figure 33: Selected criteria for choosing food as festive gifts, by age, October 2014
- Local specialties to target China’s migrant population
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- Figure 34: Examples of local specialties, China, Q3 2014
- City difference
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- Figure 35: Criteria for choosing food as festive gifts, by city, October 2014
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- Figure 36: Criteria for choosing food as festive gifts, by city tier, October 2014
- One quarter think it needs to be gift wrapped
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- Figure 37: Example of premium packaging from Hershey’s Kisses, China, 2014
The Consumer – Habits of Purchasing Festive Food as Gifts
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- Key points
- Half of people still like to give gifts in person
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- Figure 38: Process of purchasing and giving festive gifts, October 2014
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- Figure 39: Examples of easy-carrying packages from Starbucks (USA), Q4 2014
- Offer gift packing service at point of purchase
- Male and 20-year-olds are more likely to search for ideas online
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- Figure 40: Process of purchasing and giving festive gifts, “Prior to purchase, I search online to find out which food is suitable for gifting for the festival”, by gender and age, October 2014
- Younger consumers prefer to send a card with the gift
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- Figure 41: Selected purchase process of festive gifts, by age, October 2014
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- Figure 42: Packaging example of Milka from Mondelez, France, Q4 2014
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- Figure 43: Packaging example of Cacau Show, Brazil, Q3 2013
- Still opportunities for on-site promotions
The Consumer – Attitudes Towards Festive Foods
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- Key points
- About half of people still prefer to stick to tradition
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- Figure 44: Selected attitudes towards festive foods, October 2014
- Opportunities for assorted packs
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- Figure 45: Example of assorted pack from Key Coffee (Japan), 2014
- Value-for-money is also important
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- Figure 46: Selected attitudes towards festive foods, October 2014
- More opportunities for customisation on non-Chinese traditional festivals
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- Figure 47: Attitudes towards festive foods, “I would like to see more customisable festive food gifts”, by festivals when people send gifts, October 2014
- Launch festive foods on regular occasions
Appendix - Ways of Spending Holidays and Festivals
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- Figure 48: Ways of spending holidays and festivals, October 2014
- Figure 49: Most popular ways of spending holidays and festivals – 7 days’ bank holiday, by demographics, October 2014
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- Figure 50: Next most popular ways of spending holidays and festivals – 7 days’ bank holiday, by demographics, October 2014
- Figure 51: Most popular ways of spending holidays and festivals – 3 days’ bank holiday, by demographics, October 2014
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- Figure 52: Next most popular ways of spending holidays and festivals – 3 days’ bank holiday, by demographics, October 2014
- Figure 53: Most popular ways of spending holidays and festivals – Traditional Chinese festivals but not a bank holiday, by demographics, October 2014
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- Figure 54: Next most popular ways of spending holidays and festivals – Traditional Chinese festivals but not a bank holiday, by demographics, October 2014
- Figure 55: Most popular ways of spending holidays and festivals – Western festivals, by demographics, October 2014
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- Figure 56: Next most popular ways of spending holidays and festivals – Western festivals, by demographics, October 2014
- Figure 57: Most popular ways of spending holidays and festivals – Anniversaries, by demographics, October 2014
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- Figure 58: Next most popular ways of spending holidays and festivals – Anniversaries, by demographics, October 2014
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Appendix – The Consumer – Festivals on Which Consumers Buy Foods as Gifts for Others
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- Figure 59: Festivals on which consumers buy foods as gifts for others, October 2014
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- Figure 60: Most popular festivals on which consumers buy foods as gifts for others, by demographics, October 2014
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- Figure 61: Next most popular festivals on which consumers buy foods as gifts for others, by demographics, October 2014
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- Figure 62: Other festivals on which consumers buy foods as gifts for others, by demographics, October 2014
- Repertoire analysis
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- Figure 63: Repertoire of festivals on which consumers buy foods as gifts for others, October 2014
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- Figure 64: Repertoire of festivals on which consumers buy foods as gifts for others, by demographics, October 2014
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Appendix – The Consumer – Most Popular Festive Gifts by Recipients
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- Figure 65: Most popular festive gifts by recipients, October 2014
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- Figure 66: Most popular festive gifts by recipients – Health supplements, by demographics, October 2014
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- Figure 67: Most popular festive gifts by recipients – Traditional Chinese festive food, by demographics, October 2014
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- Figure 68: Most popular festive gifts by recipients – Fruits, by demographics, October 2014
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- Figure 69: Most popular festive gifts by recipients – Dairy products, by demographics, October 2014
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- Figure 70: Most popular festive gifts by recipients – Tabaco and/or alcohol, by demographics, October 2014
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- Figure 71: Most popular festive gifts by recipients – Coffee and/or tea leaves, by demographics, October 2014
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- Figure 72: Most popular festive gifts by recipients – Olive oil, by demographics, October 2014
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- Figure 73: Most popular festive gifts by recipients – Nuts, by demographics, October 2014
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- Figure 74: Most popular festive gifts by recipients – Baked goods, by demographics, October 2014
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- Figure 75: Most popular festive gifts by recipients – Sugar confectionery, by demographics, October 2014
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- Figure 76: Most popular festive gifts by recipients – Other salty snacks, by demographics, October 2014
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- Figure 77: Most popular festive gifts by recipients – Chocolate, by demographics, October 2014
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Appendix – The Consumer – Criteria for Choosing Food as Festive Gifts
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- Figure 78: Criteria for choosing food as festive gifts, October 2014
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- Figure 79: Most popular criteria for festive gifts, by demographics, October 2014
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- Figure 80: Next most popular criteria for festive gifts, by demographics, October 2014
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Appendix – The Consumer – Habits of Purchasing Festive Food as Gifts
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- Figure 81: Purchase process, October 2014
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- Figure 82: Most popular purchase process, by demographics, October 2014
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- Figure 83: Next most popular purchase process, by demographics, October 2014
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- Figure 84: Purchasing process, by most popular festivals on which consumers buy foods as gifts for others, October 2014
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- Figure 85: Purchasing process, by next most popular festivals on which consumers buy foods as gifts for others, October 2014
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- Figure 86: Purchasing process, by other festivals on which consumers buy foods as gifts for others, October 2014
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- Figure 87: Purchasing process, by most popular criteria for choosing good as festive gifts, October 2014
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- Figure 88: Purchasing process, by most popular criteria for choosing good as festive gifts, October 2014 (continued)
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- Figure 89: Purchasing process, by next most popular criteria for choosing good as festive gifts, October 2014
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Appendix – The Consumer – Attitude Towards Festive Foods
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- Figure 90: Attitudes towards festive foods, October 2014
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- Figure 91: Most popular attitudes towards festive foods, by demographics, October 2014
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- Figure 92: Next most popular attitudes towards festive foods, by demographics, October 2014
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- Figure 93: Attitudes towards festive foods, by most popular festivals on which consumers buy foods as gifts for others, October 2014
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- Figure 94: Attitudes towards festive foods, by next most popular festivals on which consumers buy foods as gifts for others, October 2014
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- Figure 95: Attitudes towards festive foods, by other festivals on which consumers buy foods as gifts for others, October 2014
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