Omaha Steaks Rings In the Holidays with Holiday Giving Trends Data

Food & Beverage Close-Up, Nov 26, 2007

FOOD AND BEVERAGE CLOSE-UP-26 November 2007-Omaha Steaks Rings In the Holidays with Holiday Giving Trends Data(C)2007 - CloseUpMedia - newsdesk@closeupmedia.com

Consumable gifts that provide an "experience" and the opportunity to be shared with others are topping the list of the hottest gifts for the 2007 holiday season, according to data from a recent survey conducted by Packaged Facts, a division of MarketResearch.com.

The research firm noted that indicated that consumer food gifting increased by an estimated 56 percent between 2004 and 2006, as compared to consumer gifts overall which experienced an 8 percent decline during the same period.

Omaha Steaks is at the forefront of this food gifting trend, which food industry experts say is energizing the nearly $16 billion specialty and confectionary food gift market and positioning it for a larger share of the nearly $100 billion that Americans spend annually on gifts.

The trend is being driven by the desire to give consumable gifts that provide an "experience" and a rising interest in gourmet and specialty foods. Food is well-positioned for inclusion in the year's most popular gift categories that include gifts of indulgence and experience.

Omaha Steaks, a 90-year old, family-owned company based in Omaha, Nebraska, has been providing gift packages of steaks and assorted gourmet foods for generations. The variety in gift packages available, the direct delivery to the gift recipient and the ease of shopping by phone, online or in Omaha Steaks' stores make the company popular with holiday shoppers, many of whom recent data supports typically leave half of their shopping for the week before Christmas.

The company has seen its gift business grow briskly in recent years, particularly through rising web sales, as supported by the fact that more Americans than ever are shopping online with web traffic up 157 percent in December 2006 over the same period in 2005. Food gifting sales in the online and direct marketing channels alone grew 57 percent over the 2004-2006 period to more than $5 billion.

"At Omaha Steaks, we understand that giving food is as much about the experience as it is the product," said Omaha Steaks Senior Vice President Todd Simon. "The gift of a premium quality food 'experience' provides an occasion and a reason to celebrate with family and friends. That is what makes the holidays special and why gourmet food is earning a solid reputation as the perfect gift."

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