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Gifting Foods - China - August 2019

Covered in this report

Gifting foods refers to any food and drink purchased for festivals, anniversaries, weddings or any other occasion that involve giving presents. The gifting food can be purchased from retailers and foodservice businesses, and from both online and offline channels.

The report looks at consumers’ attitudes towards gifting foods, analyses factors that affect consumers’ choice of food and drink for gifting, including product features, occasions, recipients, etc. Their interest in new gifting trends is also covered if there are still unmet needs which could be potential opportunities for gift providers.


“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.”
Belle Wang, Associate Research Analyst

This Report will cover the following areas:

  • Foodservice businesses offer gifting packs with semi-finished products
  • Develop gifting food/drink varieties for seniors
  • Nutritious food surpasses traditional food in gifting occasions

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Table of contents

  1. 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

                                                              Gifting Foods - China - August 2019

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