Gifts good enough to eat

In an economy that has seen many holiday gift categories decline over the past two years, consumer food gifts grew by 9.6% to $14.9 billion. Specialty foods, which are gift-packaged food items other than chocolate and candy, are driving food gifting’s growth and the category is expected to continue its upward climb this holiday season.

What’s driving the growth? Consumers are cutting back on expensive gifts like electronics and looking for more practical presents. Food gifts are an affordable luxury that let gift givers feel like they’re giving recipients a special treat. They are also incredibly convenient, oftentimes already gift-wrapped and packaged with related items (gourmet and natural/healthy being two popular themes). Seventy-four percent of respondents in a Packaged Foods’ 2010 survey said they like to purchase specialty food gifts online, which accounted for a third of the market in 2009. 

Flickr photo courtesy of ttnk

For PR professionals who represent niche food brands, the holidays can be a key season for positioning the products as presents for media gift guides. Frugal or mom bloggers may appreciate DIY tips to create a gourmet gift basket without breaking the bank, and magazines and newspapers might go for a locally-sourced angle if you can connect your product to a specific region.