Table of Contents
Executive Summary
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- 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
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- Figure 1: Gifting occasions, China, April 2019
- Gifting premium fruits have gained the highest popularity for CNY
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- Figure 2: CNY gifting changes, China, April 2019
- Develop gifting dairy drinks in tier three cities
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- Figure 3: Food and drink bought for gifting, China, April 2019
- Multiple features help brands stand out
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- Figure 4: Considerations for different recipients, China, April 2019
- Expectations of environmentally friendly and multi-functional packaging
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- Figure 5: Features of gifting dairy drinks packaging, China, April 2019
- Encourage lower tier city buyers to get gifting idea via online channels
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- Figure 6: Purchasing habits, China, April 2019
- What we think
Issues and Insights
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- Foodservice businesses offer gifting packs with semi-finished products
- The facts
- The implications
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- 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
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- Figure 9: Gift box of nuts and yogurt, by Bai Cao Wei x Bright Dairy, China, 2019
The Market – What You Need to Know
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- E-commerce platforms are increasing imports
- Follow the trend of adding national pride elements
- Multi-functional packaging is the future trend
Market Drivers
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- New e-commerce policies give chance to expand imports
- More foodservice businesses introduce festival food
- Fission marketing strategy encourages gifting activity
Market Highlights
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- Collaborating with other categories to make the gift more targeted
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- Figure 10: Gifting food/drink box with cosmetics and tools, China
- Building national pride by adding cultural and creative IP
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- Figure 11: Dairy brands collaborate with cultural and creative IP, China, 2019
- Gifts for both
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- Figure 12: “Forgive” gift box, by Marie Dalgar x Heineken, China, 2019
- Gifting boxes with more fun
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- Figure 13: Gifting boxes with entertaining designs, China
- Providing exclusive pairings
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- Figure 14: Gifting packs with food and drink pairing suggestions, China
- Going beyond just packaging with multiple functions
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- Figure 15: Mooncake gift box with creative and recyclable design, Ibranco, China, 2019
The Consumer – What You Need to Know
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- 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
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- Traditional festivals are the main gifting occasions
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- Figure 16: Gifting occasions, China, April 2019
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- Figure 17: CNY limited edition, by Godiva, China, 2019
- Targeting male buyers for anniversary and Valentine’s Day gifting
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- Figure 18: Gifting occasions, by gender, China, April 2019
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- Figure 19: Tea gifting pack for girlfriend, by Blan Bunny’s Tea, China
- Different gifting occasions between tier one and two city residents
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- Figure 20: Gifting occasions, by city tier, China, April 2019
CNY Gifting Changes
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- Premium fruits and fruit juice become the new favourites for CNY
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- Figure 21: CNY gifting changes, China, April 2019
- Encourage 25-29s to buy more from online channels and emerging brands
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- 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
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- Milk and fruit apply to various gifting occasions
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- Figure 23: Food and drink bought for gifting, China, April 2019
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- 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
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- Figure 25: Food and drink bought for gifting, by city tier, China, April 2019
Considerations for Different Recipients
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- Trendy and healthy gifting food for older people have potential to grow
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- Figure 26: Considerations for older people, China, April 2019
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- 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
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- 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
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- 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
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- Figure 32: Considerations for lovers/partners, China, April 2019
- Make healthy children food/drink more fun
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- Figure 33: Considerations for kids, China, April 2019
Packaging of Dairy Drinks as Gifts
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- Make packaging more environmentally friendly
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- Figure 34: Features of gifting dairy drink packaging, China, April 2019
- Images of popular icons generate huge incremental appeal
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- Figure 35: Features of gifting dairy drink packaging – TURF Analysis, April 2019
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- Figure 36: Wu Fang Zhai x Marvel, China, 2019
Purchasing Habits
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- Importance of premium packaging is catching up that of food quality
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- Figure 37: Purchasing habits, China, April 2019
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- 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
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- 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
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- Figure 41: Purchasing habits, China, April 2019
- Figure 42: Purchasing habits, by city tier, China, April 2019
Meet the Mintropolitans
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- MinTs are more active on various gifting occasions
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- 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
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- 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
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- Methodology
- Abbreviations
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