Why personalised food gifts are on the rise this holiday season
By WGSN Insider

Consumers are looking for something different to put under the Christmas tree this year, resulting in the growing gift trend: personalised food gifts. WGSN’s Sandra Halliday reports

Nov 29, 2016
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Innovations in food-based seasonal gifts are becoming more personalised and designed for specific recipients, according to a new Packaged Facts report, released this week.

When it comes to food gifting, the winter holidays are a key time for this type of purchase: among adults age 18-plus, almost half of those who have purchased food gifts for others have done so for the winter holidays, while 32% of those who have bought for themselves have done so for these holidays.

And, targeting specific demographics allows companies to better meet the wide array of common gift giving occasions with food gifts that appear more personalised, Packaged Facts said. But product makers and marketers are not always getting the tone right when they target women.

It said the three key demographic segments that offer the most lucrative potential and opportunities for growth are children, men, and women, but while women continue to be targeted by marketers leveraging the colour pink to underscore feminine orientation, many women simply don’t like this colour.

In light of this, Packaged Facts said marketers may want to experiment with multi-colour themes, from brights to pastels, or even the popular ombré trend. “Using seasonal colour trends may also help craft a more unique strategy that can help refresh and update food gifts,” it said. 

It added that food gifts for women can cover a wide range of occasions and will play a pivotal role during the last several weeks of 2016. 

During the 2015 holiday season, some 68m consumers gave someone a specialty food gift for the winter holidays (Christmas, Hanukkah, Kwanzaa), proving that this is a huge growth area for gifts.

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