The bounce-back of gifting
FMCG gifting – A staple of Tet
Our Tet survey results showed that in terms of gifting this year, holiday planners prefer to gift FMCG mixed hampers, with more than a 3% rise in number of households agreeing.
Mixed FMCG hampers are growing in popularity because they are convenient with multiple items packed in one package, and bought from a single channel, cost-effective and practical as people can consume these products directly during the festive season and displaying them on their Tet tables when guests come.
Beverages are making a comeback, which is helping to boost the number of gift-giving occasions in Tet 2023, thanks to increased consumption of alcoholic beverages. Beer accounts for 18% of total gifting FMCG, with wine/champagne gaining popularity as a premium Tet option. This trend illustrates that gift-giving is still viewed as a special occasion, with high-quality and monetary-value gifts putting a premium on both recipients and givers.
Biscuits, along with chocolate and soft pastries, are the primary drivers that contribute to the rapid rise of Packaged Foods. Mixed baskets/hampers are another category unique to Tet that provide an all-in-one solution for several users while also providing an eye-catching aesthetic help to boost packaged food sales.
After peaking in Tet 2022 as a result of pandemic-induced health consciousness, the dairy sector has cooled, making way for the return of Beverages, led by Beer with the largest contribution and Energy Drink as a top riser.
Cooking Aids such as Granules and Soya Sauce are increasingly popular categories for gifting this Tet due to increasing occasions where people visit relatives and friends that generate more cooking moments.
