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Executive summary
- Key issues covered in this Report
- The market
- The consumer
- Graph 1: festive food category choices – alcoholic drinks, 2021 vs 2023
- Graph 2: festive food category choices – tea, 2021 vs 2023
- Graph 3: gift box price acceptance, by age and gender, 2023
- Graph 4: channels for purchasing gifts, 2022 vs 2023
- Graph 5: shifts in attention to product features, 2023
- Graph 6: gift packaging preferences, 2023
- Graph 7: interest in cross-category gift box combinations, by gender, 2023
- Graph 8: gifting awareness and etiquette, 2023
- Issues and insights
- What we think
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The market
- Market factors
- Graph 9: changes in spending compared to last month – consumer packaged goods, 2022-23
- Graph 10: changes in priorities, 2020-23
- Graph 11: mentions and engagement with 'giving/gifting' on social media*, 2023
- Graph 12: mentions and engagement with 'environmental protection/sustainable' and 'giving/gifting' on social media*, 2023, 2023-24
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Companies and brands
- Marketing activities
- New product trends
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The consumer
- Festive food category choices
- Graph 13: festive food category choices – tea, 2021 vs 2023
- Graph 14: festive food category choices – alcoholic drinks, 2021 vs 2023
- Graph 15: festive food category choices – chocolate/sugar confectionery/cake, 2021 vs 2023
- Graph 16: festive food category choices – Western health supplements – for children, by age, 2021 vs 2023
- Graph 17: festive food category choices – Western health supplements, 2021 vs 2023
- Graph 18: festive food category choices – fresh food – for older people, by city tier, 2021 vs 2023
- Graph 19: festive food category choices – fresh food, 2021 vs 2023
- Acceptance of gift box prices
- Graph 20: gift box price acceptance, by age and gender, 2023
- Graph 21: gift box price acceptance, by city tier, 2023
- Channels for purchasing gifts
- Graph 22: channels for purchasing gifts, 2022 vs 2023
- Graph 23: channels for purchasing gifts, by gift box price band, 2023
- Graph 24: channels for purchasing gifts – short-form video platforms, by age, 2022 vs 2023
- Graph 25: channels for purchasing gifts – content social ecommerce platforms, by age, 2022 vs 2023
- Shifting focus on product features
- Graph 26: shifts in attention to product features, 2023
- Graph 27: shifts in attention to product features – flavour-related, by age, 2023
- Graph 28: shifts in attention to product features – craft-related, by age, 2023
- Graph 29: shifts in attention to select product features, by city tier, 2023
- Gift packaging preferences
- Graph 30: gift packaging preferences, 2023
- Graph 31: gift packaging preferences – business partners, by city tier, 2023
- Graph 32: gift packaging preferences – environmental protection/public welfare themes, by age, 2023
- Graph 33: gift packaging preferences – friends/colleagues, by gift box price, 2023
- Interest in cross-category combination gift boxes
- Graph 34: interest in cross-category gift box combinations, by gender, 2023
- Graph 35: interest in select cross-category combinations, by age, 2023
- Graph 36: interest in cross-category gift box combinations, by occupation, 2023
- Gifting awareness and etiquette
- Graph 37: gifting awareness and etiquette, 2023
- Graph 38: select gifting behaviours and etiquette, by age, 2023
- Graph 39: select gifting awareness – "I will choose a lighter and easier-to-carry food and drink gift box for face-to-face gift giving occasions", by gender and household income, 2023
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Issues and insights
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Appendix – methodology and abbreviations
Food and drink gifts increasingly need to be 'good' both inside and out. Change can be seen in diverse cross-category combinations, innovation in craft and flavour, the use of sustainability concepts and fun, creative designs.
Gloria Gan, Senior Research Analyst, Lifestyle, China
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