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Sherry Henkle, account
manager at supplier Calico
(UPIC: nfarms), says that food
gifts can be tricky. “Food is such
a particular niche,” she says.
“Trend-wise, it’s very hard to
generalize what makes a good
food gift given people’s varying
tastes.”
When in doubt, turn to data.
Google’s “Food Trends 2016”
report revealed that the top food-
related Google searches in
the past three years
have been
related to functional foods that
provide a health benefit, includ-
ing apple cider vinegar, avocado
oil and spices such as turmeric. In
its own report on 2016 food
trends, food industry research
and consulting company
Technomic identified ethnic
spices as well as hot sauces as a
rising trend, which it dubbed “the
Sriracha effect.”
Match food gifts that capi-
talize on these functional food
trends to the right audience such
as Millennials, who are known to
be adventurous eaters—more
than 61 percent of Millennials
say they love to try unique fla-
vors at a restaurant, according to
Gordon Food Service—or those
interested in wellness and
healthy living.
What you don’t need data to
tell you is that just about every-
one loves sugar. Nielsen, a global
marketing research firm, reports
that U.S. consumers spent $21.5
billion on candy in the 52 weeks
that ended on April 30, 2016,
with most of that money being
spent on chocolate ($11.2 billion
in sales) followed by non-choco-
lates ($6.7 billion). But non-
chocolates are becoming more
popular, rising 4.7 percent com-
pared to chocolate’s two percent.
“Food is an emotional and
engaging product,” says Eileen
Joy Spitalny, co-founder of sup-
plier Fairytale Brownies (UPIC:
Brownies). “Engaging is so
important to business relation-
ships; the customization on the
food gift and gift card creates a
connection with your clients by
sharing your personalized mes-
sage (thank you, congrats, new
program, new product), and the
enjoyment creates a positive
impactful memory. This personal
connection strengthens the cus-
tomer relationship—which is
invaluable.”
So whether your client is
looking for a trade-show give-
away, company anniversary gift
for all employees, monthly gift-
ing programs for customers or
any other promotion, sweets help
create relationships and memo-
ries when the item is received,
opened, eaten and shared,
Spitalny says.
When you’re just not sure
about a client’s likes and dislikes,
consider gift baskets with a vari-
ety of food items including
sweets and more healthful
options such as nuts, jerky,
cheese, crackers and dried or
fresh fruit. And don’t forget the
condiments, such as hot sauces,
vinegars and gourmet salts and
spices, which, especially when
tied to a themed promotion, can
make your brand stand out.
AND EVERYTHING NICE ABOUT FOOD GIFTS FOR EVERY OCCASION
By Julie Richie
SUGAR AND SPICE
EDITOR’S
PICKS
44 •
PPB
• AUGUST 2016
GROW
AS YOU PROBABLY KNOW from trying to plan
meals with extended family members, personal tastes
and preferences can make agreeing on a menu very
difficult. It’s the same thing with food gifts. How do
you know what will appeal to the recipient?