China Food and Drink Gifting Market Report 2023
“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…

China Food and Drink Gifting Market Report 2023

£ 3,695 (Excl.Tax)


“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

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Covered in this Report
        • Executive Summary

            • 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
                  • 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
                          • Figure 10: Otterdun go to Hua Guo Mountain gift box, China, 2022
                        • Tapping into local culture to attract young consumers
                          • Facts
                              • Figure 11: Future Cola × Dunhuang Museum, China, 2022
                              • Figure 12: To Summer Bai Shi Ji incense fragrant brick gift box, China, 2023
                            • Enhancing gifting attributes through customisation
                              • Facts
                                  • Figure 13: Wanglaoji blessing cans, China, 2022
                                  • Figure 14: Heytea cup stickers with exclusive festival design, China, 2021
                                  • Figure 15: Heytea cup stickers with daily scenario design, China, 2022
                              • Market Factors

                                • Rising pessimism makes consumers re-evaluate their spending
                                  • Figure 16: Changes in financial situation, 2022-23
                                  • 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
                                • 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
                                • 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
                                • 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
                                • 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
                                • Purchase Channel

                                  • Offline channels prevail
                                    • Figure 33: Purchase channel, 2022
                                    • 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
                                • 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
                                • 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
                                    • Figure 43: Selected purchase factors when purchasing for myself, by purchase factors when purchasing for myself, 2022
                                • 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
                                    • Food Personas

                                      • Who are they?
                                          • 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
                                      • Appendix – Methodology and Abbreviations

                                        • Methodology
                                          • Abbreviations

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