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Planned At-home Events - US - March 2012

Considering that more than six in 10 respondents to Mintel’s survey say they’ve planned and hosted at least one winter holiday dinner at their home within the past three years, and more than half have hosted an adult event (eg, a dinner party or adult birthday party), are indicators that the market for planned at-home events is strong. During the economic downturn, Americans turned their attention toward the home and they appear to be relishing their stay-at-home habits. Their tendency to cook and eat at home increased; investing in and spending more time with home entertainment also increased. The result is an active population of at-home event planners.

In this report, Mintel examines the behavior and attitudes of consumers planning events at home. In particular, the following questions are answered:

  • What type of events are being held at home?
  • Who is hosting these events, and how many people are attending?
  • How are consumers planning and preparing for their at-home events, including the use of equipment, cleaning services, and invitations?
  • What items are consumers more likely to rent than purchase?
  • What type of refreshments are served, and are they being prepared at home or provided by an off-site vendor?
  • What are some key opportunities for restaurants, retailers, manufacturers, and service providers to grow business among at-home event planners?
  • What innovations have been introduced by the industry?
  • What are some of the marketing approaches utilized in outreach to at-home event planners?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Market drivers and challenges
                        • Innovation
                          • Opportunities
                            • The PAHE consumer
                              • What’s the occasion?
                                • Figure 1: Categories of planned at-home events hosted, by how long ago, December 2011
                              • Who’s hosting and who’s responsible?
                                • Figure 2: Who was responsible for planning the most recent planned at-home event, by age, December 2011
                              • Who’s invited and how?
                                • Figure 3: Number of guests invited and attended most recent planned at-home event, by most popular event types, December 2011
                                • Figure 4: Invitation types for most recent planned at-home event, by event category, December 2011
                              • Planning and preparation
                                • Figure 5: Planning for most recent at-home event, December 2011
                                • Figure 6: How local retailers can help with planned at-home events, December 2011
                              • Refreshments
                                • 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

                                  • 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
                                                    • Figure 8: Interest in home improvement ideas, by whether or not enjoy entertaining people in home, July 2010-September 2011
                                                    • Figure 9: Household ownership of home theater equipment, by whether or not enjoy entertaining people in home, July 2010-September 2011
                                                • Inspire Insights

                                                    • Trend: Survival Skills
                                                      • Trend: Home of the Senses
                                                      • Market Drivers

                                                        • Key points
                                                          • Fluctuating consumer confidence makes staying in a safe bet
                                                            • 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
                                                              • Figure 11: Economy-driven changes in cooking behavior compared with last year, May 2011
                                                            • More babies means growing market for children’s events
                                                              • 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
                                                              • Figure 14: Population, by race/Hispanic origin, 2006-16
                                                            • Aging population might find staying in more desirable
                                                              • Figure 15: Population, by age, 2006-16
                                                          • Competitive Context

                                                            • Key points
                                                              • Rising food prices challenge the cost savings of home entertaining
                                                                • Restaurants and other venues offer convenience
                                                                    • Figure 16: Planned at-home relationship events hosted, by how long ago, December 2011
                                                                • Innovations and Innovators

                                                                  • 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
                                                                              • Figure 17: Chipotle email, January 2012
                                                                            • Pinpointing engagement with Pinterest
                                                                              • Planned at-home events 2.0
                                                                                • Company-sponsored home events
                                                                                • Marketing Strategies

                                                                                  • Overview of brand landscape
                                                                                    • Brand analysis: Dominick’s
                                                                                      • Figure 18: Brand analysis of Dominick’s, 2012
                                                                                    • TV presence
                                                                                      • Figure 19: Dominick’s TV ad, “Give Thanks,” 2011
                                                                                      • Figure 20: Dominick’s TV ad, “Holiday Savings,” 2011
                                                                                    • App
                                                                                      • Figure 21: Dominick’s iPhone app, January 2012
                                                                                    • Online initiatives
                                                                                      • Brand analysis: Party City
                                                                                        • Figure 22: Brand analysis of Party City, 2012
                                                                                      • TV presence
                                                                                        • Figure 23: Party City TV ad, “For Every Party,” 2012
                                                                                        • Figure 24: Party City TV ad, “Who You Rooting For,” 2012
                                                                                      • Online initiatives
                                                                                        • Figure 25: Party City YouTube channel, February 2012
                                                                                      • Brand analysis: Baileys
                                                                                        • Figure 26: Brand analysis of Baileys, 2012
                                                                                      • TV presence
                                                                                        • Figure 27: Baileys TV ad, “Friends,” 2011
                                                                                      • Brand analysis: Tostitos
                                                                                        • Figure 28: Tostitos spokesbag puppet, February 2012
                                                                                        • Figure 29: Brand analysis of Tostitos, 2012
                                                                                      • TV presence
                                                                                        • Figure 30: Tostitos TV ad, “All Natural Ingredients,” 2011
                                                                                      • Other retailers
                                                                                        • ForYourParty.com
                                                                                          • Figure 31: ForYourParty.com email, November 2011
                                                                                          • Figure 32: ForYourParty.com email, October 2011
                                                                                        • Oriental Trading Company
                                                                                          • Target
                                                                                            • Figure 33: Target ad, “Stylish Decorations,” 2011
                                                                                          • Magazines as a source of inspiration
                                                                                          • What’s the Occasion?

                                                                                            • Key points
                                                                                              • Calendar holidays lead the celebration
                                                                                                • Figure 34: Categories of planned at-home events hosted, by how long ago, December 2011
                                                                                              • Winter is the season for at-home events
                                                                                                  • Figure 35: Planned at-home calendar holiday events hosted, by how long ago, December 2011
                                                                                                • Creating opportunities for celebration
                                                                                                  • 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
                                                                                                  • 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
                                                                                                  • 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?

                                                                                                • Key points
                                                                                                  • Who’s hosting?
                                                                                                    • Women take the lead on adult events, men favor children’s events
                                                                                                      • Figure 40: Category of most recent planned at-home event hosted, by gender, December 2011
                                                                                                    • Calendar holidays are the realm of older party planners
                                                                                                      • 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
                                                                                                        • 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
                                                                                                        • Figure 43: Who was responsible for planning the most recent planned at-home event, by age, December 2011
                                                                                                    • Who’s Invited and How?

                                                                                                      • Key points
                                                                                                        • Children’s birthday parties draw the biggest crowds
                                                                                                          • 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
                                                                                                          • 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
                                                                                                          • Figure 46: Invitation types for most recent planned at-home event, December 2011
                                                                                                        • Paper invitations rule for children’s events
                                                                                                          • Figure 47: Invitation types for most recent planned at-home event, by event category, December 2011
                                                                                                        • Younger respondents the most likely to use invitations
                                                                                                          • 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
                                                                                                          • Figure 49: Invitation types for most recent planned at-home event, by household income, December 2011
                                                                                                      • Planning and Preparation

                                                                                                        • Key points
                                                                                                          • Creating a “to do” list is the extent to which the majority of hosts plan
                                                                                                            • Figure 50: Planning for most recent at-home event, by age, December 2011
                                                                                                          • Children’s party hosts do the most planning
                                                                                                            • 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
                                                                                                            • Figure 52: Rental items and services for most recent at-home event, by age, December 2011
                                                                                                          • Thinking outside the box
                                                                                                            • Figure 53: Rental items and services for most recent at-home event, by event category, December 2011
                                                                                                          • Focus on retail strengths
                                                                                                            • Figure 54: Non-food/drink purchases for most recent at-home event, by event category, December 2011
                                                                                                          • Leading by example in waste reduction
                                                                                                            • Figure 55: Non-food/drink purchases for most recent at-home event, by age, December 2011
                                                                                                          • Younger respondents desire the most assistance
                                                                                                            • Figure 56: How local retailers can help with planned at-home events, by age, December 2011
                                                                                                        • Refreshments

                                                                                                          • Key points
                                                                                                            • Vast majority of at-home event planners prepare their own food
                                                                                                              • 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
                                                                                                              • 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
                                                                                                              • Figure 59: How food for most recent planned at-home event was provided, by household income, December 2011
                                                                                                            • Holidays are for home cooking
                                                                                                              • Figure 60: How food for most recent planned at-home event was provided, by event category, December 2011
                                                                                                            • Urbanites prefer convenience
                                                                                                              • 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
                                                                                                              • Figure 62: Beverages served for most recent at-home event, by gender, December 2011
                                                                                                            • Younger respondents prefer beer, liquor
                                                                                                              • 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
                                                                                                              • Figure 64: Purchases and beverages served for most recent at-home event, by event category, December 2011
                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                            • Key points
                                                                                                              • Desire to entertain at home consistent across race/ethnic groups
                                                                                                                • 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
                                                                                                                • 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
                                                                                                                • 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
                                                                                                                • Figure 68: Rental items and services for most recent at-home event, by race/Hispanic origin, December 2011
                                                                                                                • 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
                                                                                                                • 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
                                                                                                                • 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

                                                                                                              • Key points
                                                                                                                • Men aged 35-54 are the most likely children’s events planners
                                                                                                                    • Figure 72: Category of most recent planned at-home event hosted, by male and ages, December 2011
                                                                                                                    • 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
                                                                                                                      • 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
                                                                                                                      • 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
                                                                                                                      • Figure 76: Planning for most recent at-home event, by event category, December 2011
                                                                                                                  • Appendix—Other Useful Consumer Tables

                                                                                                                    • Who’s hosting?
                                                                                                                      • Figure 77: Top 10 types of most recent planned at-home event hosted, by female and ages, December 2011
                                                                                                                      • Figure 78: Specific planned at-home events hosted in the last three years, by male and ages, December 2011
                                                                                                                    • Who’s invited and how?
                                                                                                                      • Figure 79: Number of guests invited to and attended most recent planned at-home event, by event category, December 2011
                                                                                                                      • Figure 80: Invitation types for most recent planned at-home event, by urban area, December 2011
                                                                                                                    • Planning and preparation
                                                                                                                      • Figure 81: Rental items and services for most recent at-home event and future planned events, December 2011
                                                                                                                      • Figure 82: Non-food/drink purchases purchased for most recent at-home event and future planned events, December 2011
                                                                                                                      • Figure 83: Rental items and services for most recent at-home event, by most popular event types, December 2011
                                                                                                                      • Figure 84: Non-food/drink purchases for most recent at-home event, by most popular event types, December 2011
                                                                                                                      • Figure 85: How local retailers can help with planned at-home events, by most popular event types, December 2011
                                                                                                                    • Refreshments
                                                                                                                      • Figure 86: How food for most recent planned at-home event was provided, by region, December 2011
                                                                                                                  • Appendix—Trade Associations

                                                                                                                    Companies Covered

                                                                                                                    • Arla Foods amba
                                                                                                                    • Bacardi U.S.A. Inc.
                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                    • Dominick's Finer Foods
                                                                                                                    • Facebook, Inc.
                                                                                                                    • Foursquare
                                                                                                                    • General Mills Inc
                                                                                                                    • Hormel
                                                                                                                    • Kmart Corporation
                                                                                                                    • Kraft Foods Inc. (U.S.A.)
                                                                                                                    • Martha Stewart Living Omnimedia Inc.
                                                                                                                    • McCormick & Company, Inc.
                                                                                                                    • Procter & Gamble USA
                                                                                                                    • Safeway Inc
                                                                                                                    • Southwest Airlines Co.
                                                                                                                    • Taco Bell Corp.
                                                                                                                    • The New York Times Company
                                                                                                                    • Walmart Stores (USA)
                                                                                                                    • YouTube, Inc.

                                                                                                                    Planned At-home Events - US - March 2012

                                                                                                                    £2,684.63 (Excl.Tax)