This report looks at the following areas:
- Motivations and barriers to food and drink gifting
- Commemorative dates to gift with food and drink
- Types of food for gifting
- Types of drinks for gifting
- Choice attributes in food and drink gifting
- Attitudes, habits and innovation interests.
Food and drink make for thoughtful and affordable gift options, particularly on special commemorative occasions. However, there is potential to explore new celebrations and categories.
Ana Paula Gilsogamo, Senior Analyst Food & Drink, Latam
Market Definitions
This Report refers to food and beverages purchased as gifts or to be consumed during special occasions, holidays (eg panettones and Easter eggs) and other possible celebratory events.
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Executive Summary
- What consumers want and why
- Challenges
- Opportunities
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THE CONSUMER
- Category overview and consumer profiles
- For most consumers, food and drink is an occasional gift
- Graph 1: frequency of giving food and drink as a gift, 2025
- AB consumers are more likely to give food and drink as gifts
- Graph 2: frequency of given food and drink as a gift, by socioeconomic group, 2025
- The perception of affordability is a major factor in the choice of food and drink as a gift, particularly among C1C2 consumers
- Graph 3: barriers for food and drink gifting, by socioeconomic group, 2025
- Graph 4: motivations for gifiting food and drink, by socioeconomic group, 2025
- Consumer profiles who rarely or never give food and drink as gifts
- Motivations and barriers to food and drink gifting
- Generic gift or perfect gift?
- The view that food and drink lacks a personal touch as a gift poses a challenge in connecting with more AB consumers
- Graph 5: barriers for food and drink gifting, by socioeconomic group, 2025
- Personalized options can expand food and drink gift choices for AB consumers
- Perception of high cost is the main barrier for DE consumers
- Graph 6: barriers for food and drink gifting, by socioeconomic group, 2025
- Recognized brands, customization and local or regional flavors are relevant attributes for DE consumers
- Graph 7: choice attributes (important), DE consumers, 2025
- Recognized brands can invest in customizable options and kits to offer greater pricing flexibility
- Food and drink can be great gift options, not only for commemorative dates and major celebrations
- Graph 8: motivations for gifiting food and drink, 2025
- Categories that are a treat for me can also be a treat for others
- Women are more concerned about dietary restrictions and allergies when choosing gifts
- Graph 9: barriers for food and drink gifting, by gender, 2025
- Giftable food and beverages that are more inclusive may appeal to women
- Collaborations between distinct categories that cater to dietary restrictions attract the attention of women
- Commemorative dates to gift with food and drink
- Christmas is the main holiday for giftable food and beverages
- Graph 10: commemorative dates to gift with food and drink, 2025
- There is potential for Christmas special editions in a wider range of food and drink categories
- Graph 11: Christmas food and drink launches*, by top 10 categories, Sep 2022-Jan 2025
- Christmas innovations that go beyond panettones
- Households with children are more likely to gift food and drink
- Graph 12: commemorative dates to gift with food and drink, by the presence of children in the household, 2025
- Choice attributes in food and drink gifting for those living with children
- Graph 13: choice attributes (important), by the presence of children in the household, 2025
- For households with children: expand the range of gifts, with a focus on commemorative dates and special family moments
- For households without children: new occasions and ways to celebrate with food and drinks
- For households with pets: include pets in family celebrations
- Types of food for gifting
- Chocolate is the most popular food for gifting
- Graph 14: types of food for gifting, 2025
- Chocolate is a reference for other giftable categories
- Kits for meal preparation can reinforce the pleasure of manual and analogue experiences
- Graph 15: types of food for gifting, by attitudes and perceptions about the current state of technology, 2025
- Kits and culinary immersions can offer offline experiences
- Gastronomic experiences can go beyond traditional meal preparation kits
- Types of drinks for gifting
- Alcoholic beverages are popular gift options, with wine standing out
- Graph 16: types of non-alcoholic drinks for gifting, 2025
- Graph 17: types of alcoholic drinks for gifting, 2025
- The category of wines and their accessories serve as inspiration for other giftable drinks
- As rising prices lead to a decline in everyday coffee consumption, it takes on greater value as a gift
- Graph 18: types of drinks for gifting, by age group, 2025
- The category of coffee and its accessories can invest in giftable options
- Non-traditional gift categories can invest in creative approaches to appeal to young people
- Graph 19: types of non-alcoholic drinks for gifting, by age group, 2025
- Non-alcoholic beverages can become a giftable option among young people aged 16-24
- Non-alcoholic beverage kits and collaborations with other brands and categories can offer special experiences for young people
- Choice attributes in food and drink gifting
- Brand and low price stand out as very important attributes
- Graph 20: [no title]
- Other sweet options can become more affordable alternatives to chocolates
- Packaging design makes a difference in the choice of food and drink gifting
- Packaging remains as a souvenir
- Coca-Cola and its long history of success with personalization and special editions
- Attitudes, habits and innovation interests
- Consumers in the Southeast region show greater interest in regional specialty kits
- Graph 21: attitudes, habits and innovation interests, by region, 2025
- Promote regional varieties of a single product, or experiment with iconic combinations of categories typical of each region
- Women show greater interest in collaborations between food and drink and other categories when giving gifts
- Graph 22: attitudes, habits and innovation interests, by gender, 2025
- Collaborations across different categories hold great potential as gift options
- Halloween has been gaining space in the calendars of those who give food and drink as gifts
- Graph 23: attitudes, habits and innovation interests, by frequency of given food and drink as a gift, 2025
- Halloween-themed food and drink launches
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Key Players
- Companies and brands
- Nestlé discontinues KitKat Chocolatory stores operation in Brazil
- Launches and innovations
- Barilla launches limited edition for Valentine’s Day
- Brands invest in limited editions linked to series and movies
- Paçoquita invests in collaborations and new products with a focus on commemorative dates
- Marketing campaigns and actions
- Ambev and Cacau Show collaborate to deliver Easter tasting experience
- Hershey’s invites consumers to give chocolate bars as gifts at Easter
- With rising prices, food and drink is seen as more affordable gift option
- Lacta creates box of giant chocolates for Easter campaign
- Pão de Açúcar transforms fruit and vegetables into gifts and messages for Valentine’s Day
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THE MARKET
- Prices increase across most categories in 2024, continuing the growth of recent years
- Graph 24: national consumer price index, 2021-24
- With rising prices, food and drink is seen as more affordable gift option
- Rising global cocoa prices impact chocolate cost in Brazil
- Rising coffee prices hurt Brazilian consumption
- Graph 25: national consumer price index – monthly variation, by coffee subgroups, Apr 2024-Apr 2024
- Brazilians engage with commemorative dates and celebrations, especially Christmas
- Graph 26: cultural events and commemorative dates, 2024
- Food and non-alcoholic beverages are popular choices for celebrations and commemorative dates
- Graph 27: purchase related to cultural events and commemorative dates, 2024
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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