China Food and Drink Gifting Market Report 2023
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Description
“Uncertainty leads consumers to evaluate their gift-giving spending. To stand out from the fierce traditional festival gifting scenarios, daily caring scenarios providing little blessings and self-gifting used to lift mood can be opportunity for brands.”
– Rika Huang, Research Analyst
This report discusses the following key topics:
- Marketing and innovation resonate with consumers emotionally and culturally
- Consumers’ preference for daily gifting scenarios
- Consumers’ preference for packaging aesthetic
- Key factors influencing choice when buying food/drink as gift for others vs for oneself
- Food/drink gift buyers’ attitudes towards eco-friendly packaging
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- What you need to know
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Executive Summary
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- Market context
- Innovation highlights
- The consumer
- Respecting the elderly dominates, and daily caring scenarios deserve more attention
- Figure 1: Gifting occasions, 2022
- Chocolate/sugar confectionery and bakery stand out with strong versatility
- Figure 2: Gifting product preference, 2022
- Older consumers choose to purchase gifts from comprehensive shopping websites
- Figure 3: Purchase channel, 2022
- Design features dominate, but environmental features cannot be ignored
- Figure 4: Packaging features, 2022
- Experience and affordability are the key to pleasing oneself, while decency is critical in gifting to others
- Figure 5: Purchase factor, 2022
- Diverse gifting innovations are welcomed to arouse purchase interest
- Figure 6: Gifting behaviours – Selected statements, 2022
- Self-gifting can be positioned as emotional booster
- Figure 7: Gifting behaviours – Selected statements, 2022
- What we think
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Issues and Insights
- Positioning self-gifting as bidirectional emotion booster
- Facts
- The implications
- Figure 8: Heytea “Drinking Heytea on Happy Occasions” campaign, China, 2022
- Figure 9: Hotel Chocolat Chocolates for me webpage, UK, 2022
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- Figure 10: Otterdun go to Hua Guo Mountain gift box, China, 2022
- Tapping into local culture to attract young consumers
- Facts
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- Figure 11: Future Cola × Dunhuang Museum, China, 2022
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- Figure 12: To Summer Bai Shi Ji incense fragrant brick gift box, China, 2023
- Enhancing gifting attributes through customisation
- Facts
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- Figure 13: Wanglaoji blessing cans, China, 2022
- Figure 14: Heytea cup stickers with exclusive festival design, China, 2021
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- Figure 15: Heytea cup stickers with daily scenario design, China, 2022
- Positioning self-gifting as bidirectional emotion booster
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Market Factors
- Rising pessimism makes consumers re-evaluate their spending
- Figure 16: Changes in financial situation, 2022-23
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- Figure 17: Confidence in future financial situation, 2022-23
- Corporate social responsibility swings purchase decision
- Emotional management is in high demand
- Figure 18: Emotional flavour association, 2022
- Rising pessimism makes consumers re-evaluate their spending
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Marketing Activities
- Wordplay: auspicious homophonic pun
- Figure 19: The use of homophonic pun in persimmon drinks, China, 2022
- Figure 20: Heytea Succulent Xing Yun Peach drink and Xin Yun talisman, China, 2022
- Invoke sense of belonging through surnames
- Figure 21: Example of surname cans/bottles, China, 2023
- Biodegradable materials combined with traditional aesthetics
- Figure 22: JD × Suzhou Museum gift box for Moon Festival, China, 2022
- Wordplay: auspicious homophonic pun
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New Product Trends
- Advent calendar is ideal for exploring diverse offerings
- Figure 23: Nespresso Vertuo Advent Calendar, China,2022
- Figure 24: Example of advent calendar beyond traditional sweets, UAE & Germany, 2021-22
- Local speciality extends gift category
- Figure 25: Examples of gift boxes featuring local specialities, China, 2022
- Resurrect ancient recipes
- Figure 26: Example of China Hotel mooncake based on ancient recipe from Guangzhou Museum, China, 2022
- Advent calendar is ideal for exploring diverse offerings
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Gifting Occasions
- Consumers turn to food and drinks to show respect to the elderly
- Figure 27: Gifting occasions, 2022
- Birthdays and daily care for friends are more popular among younger generation
- Figure 28: Gifting occasions, by age, 2022
- Gift spending for children remains resilient
- Figure 29: Gifting behaviour – Selected statement, by gifting occasions, 2022
- Consumers turn to food and drinks to show respect to the elderly
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Gifting Product Preference
- Chocolate/sugar confectionery and bakery products show strong versatility
- Figure 30: Gifting product preference, 2022
- Healthier bakery products can be ideal gift for the elderly
- Figure 31: Gifting product preference – Showing respect to the elderly, 2022
- Females put themselves in the shoes of their partners/loved ones when expressing their love
- Figure 32: Gifting product preference – Conveying love to partners/loved ones, by gender, 2022
- Chocolate/sugar confectionery and bakery products show strong versatility
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Purchase Channel
- Offline channels prevail
- Figure 33: Purchase channel, 2022
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- Figure 34: Purchase channel – Foodservice*, by gender and age, 2022
- Older consumers prefer comprehensive shopping websites when choosing gifts
- Figure 35: Purchase channel – Comprehensive shopping websites, by age, 2022
- Utilise visual impact to attract purchase interest
- Figure 36: Packaging features – Design*, by purchase channels, 2022
- Offline channels prevail
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Packaging Features
- Design features predominate in food and drink gifting
- Figure 37: Packaging features, 2022
- Younger generations are obsessed with local and traditional culture
- Figure 38: Selected packaging features, by generation, 2022
- Balance aesthetics and sustainability in eco-friendly offerings
- Figure 39: Packaging features, by selected gifting behaviour, 2022
- Design features predominate in food and drink gifting
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Purchase Factor
- Experience and affordability are key to pleasing oneself
- Figure 40: Purchase factor, 2022
- Decency is critical in gifting to others
- Figure 41: Purchase factors – Purchase for others, by selected gifting behaviour, 2022
- Spice mundane life up via self-gifting
- Figure 42: Selected purchase factors – Purchase for myself, by age, 2022
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- Figure 43: Selected purchase factors when purchasing for myself, by purchase factors when purchasing for myself, 2022
- Experience and affordability are key to pleasing oneself
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Gifting Behaviours
- Diverse gifting innovations are welcomed
- Local specialities stir up younger consumers’ interest
- Figure 44: Gifting behaviours – Selected statements, 2022
- Environmentally-friendly gifting can enhance decency
- Emotion triggers self-gifting
- Figure 45: Gifting behaviours – Selected statements, 2022
- Consumers try to balance gift value and their budget
- Figure 46: Gifting behaviours – Selected statements, by agreement to selected statements, 2022
- Diverse gifting innovations are welcomed
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Food Personas
- Who are they?
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- Figure 47: Food personas, 2022
- Figure 48: Food personas, by generation, 2022
- New Trend Explorers are more active in daily gifting scenarios
- Figure 49: Gifting occasions, by food persona, 2022
- Critical Shoppers seek diverse flavours, while New Trend Explorers show upgrade demand
- Figure 50: Purchase factor – Purchase for myself, by food persona, 2022
- Who are they?
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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