Space Agency chooses edible items as its "Prized Product" for 2021
In a significant move, the Advertising Specialty Institute (ASI) has chosen food gifts as its 2021 Product of the Year. The decision, made in Trevose, PA on December 17, 2021, reflects the growing popularity and importance of food gifts in the promotional products industry.
Over the past two years, food gifts have become a critical piece to add to bundles of promo items delivered to homes, particularly during the pandemic. This trend has been a key factor in the industry, with suppliers broadening their food gift offerings to include fresh goods like fruit, bagels, soft pretzels, ice cream, hot sauce, charcuterie, and cutting boards.
The popularity of food gifts in kitting has surged, compelling major suppliers to add them to their lineup. Kitting and fulfillment, a practice that took off in the past two years, now plays a significant role in the distribution of food gifts. Custom packaging/presentation has become a must-have for food gifts in kitting, with companies like LEEF offering sustainable, CO₂-neutral, and compostable packaging solutions such as edible drinking straws and dishes made from palm leaves.
Data from ASI's ESP platform, relied upon by 35 of the Top 40 distributors, shows that food gift searches increased by 25% in 2020 compared to 2019. This surge continued into November 2020 alone, with food gift searches spiking nearly 70% compared to November 2019. Despite a slight decrease in 2021, searches for food gifts through 11 months of 2021 are still up 22% compared to 2019.
Currently, 322 promo products suppliers are showcasing food gifts in ASI's ESP®. Retail food companies and distinctive small vendors have entered the industry, with buyers willing to pay for brand recognition or a unique story. The decrease in 2021 is likely due to the return of live events and in-person work, along with the revival of dormant product categories that suffered in 2020.
The ESP platform averages over 2.4 million distributor searches per month, indicating a robust market for food gifts. As we move forward, it's clear that food gifts will continue to play a significant role in the promotional products industry, offering a unique and delicious way to promote brands and businesses.
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