Traditionally, people in Taiwan send food products in gift packages to their friends and relatives during three major lunar year festivals: Chinese New Year; the Dragon Boat Festival; and the Moon Festival.
THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY
USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT
GAIN Report Number: TW11014
Post: Taipei ATO
Gift Pack Market
Jeffrey Hesse, Chief, Agriculture Section, AIT Taipei
Amy Chang-Chien Hsueh, Agricultural Marketing Specialist
Traditionally, people in Taiwan send food products in gift packages to their friends and relatives during three
major lunar year festivals: Chinese New Year; the Dragon Boat Festival; and the Moon Festival. Of the many
kinds of gifts given, imported food products that are perceived to provide health benefits, such as jams, nuts,
dried fruits, candies and cookies -- either organic or conventional, are seen as demonstrating good prospects in
Gift packages are an important item in Taiwan's retail sales. Traditionally, people in Taiwan send food
products in gift packages to their friends and relatives during three major lunar year festivals: Chinese
New Year (usually in February); the Dragon Boat Festival (usually in June); and the Moon Festival
(usually in September). In preparation for the traditional gift giving during these festivals, producers
and importers prepare the gift boxes before the holiday time. Many food distributors aggressively
promote the gift packages by holding product presentations for retailers. Retail stores print gift box
brochures and adopt various promotional strategies, including price discounts and/or other extraordinary
strategies to attract clients. These activities mark the start of the scramble for the festival gift box
market, which is estimated at about US$2 billion or about five percent of total retail food sales in
Gift box brochures printed by retail stores for the lunar New Year gift giving
Trends in Taiwan's Gift Package Market
Taiwan retail food executives indicated that the following gift packages are currently very popular in the
Imported non-alcoholic beverages (examples: apple juice and grape juice)
Healthy foods (examples: organic foods, ginseng, and grain products)
Coffee + creamer + coffee cups
Retailers also indicated that imported foods such as jams, nuts, dried fruits, smoked salmon, and
confectioneries that are attractively packaged have a great deal of potential in Taiwan. With the
relatively high standard of living, an aging population, and the current focus on healthy eating, healthy
food gift packages such as ginseng, and grain products also show good prospects.
The retail prices for these gift packages vary. Local high-end retail food executives indicated that the
three categories of retail prices for gift packages listed below are the most popular in the market.
However, gift packages in the US$10-US$35 price range are most popular in convenience stores and
Market Share Retail Price Range
50% US$85 - US$210
30% US$210 and above
20% US$85 and below
Where to Buy Gift Packages
Taiwan consumers typically buy gift boxes at the following well-known stores and many other retail
stores year-round. Supermarkets, hypermarkets, and convenience stores also accept pre-orders one
month before the gift giving seasons.
PX Mart (574); Wellcome (281); Sung Ching (78); Taiwan Fresh (41)
Jason?s Market Place (7); CitySuper (3); Breeze Center (2)
Carrefour (60); Auchan/RT Mart (26); Aimai Geant (18); Costco (6)
7-Eleven (4762); Family Mart (2684); High-Life (1269); OK (846)
Wines/spirits; Organic/health foods; Fruits
* Figures in the parentheses represent the current number of outlets for each store chain.
While gift packages may be given year-round, the peak seasons coincide with the three lunar year
festivals. Gift package sales during Valentine?s Day and Christmas, for example, are relatively low
compared to the lunar festivals.
Retail stores sell gift packages year-round Washington Fuji apples in gift packages at
specialty fruit stores
Direct Taiwan?s supermarket, hypermarket, convenience store, and warehouse store chains typically
purchase from local importers, wholesalers, and manufacturers. However, the current trend is to
increase the volume of direct imports to avoid the higher cost of purchasing products through importers
and local manufacturers. U.S. suppliers may be able to sell directly to these stores by contacting the
purchasing managers. The best method to reach Taiwan?s retail buyers is to initially contact them
directly via e-mails or faxes. Product catalogues and price lists are essential, but sample products, of
course, are very helpful. U.S. suppliers can obtain a list of major Taiwan retail stores from ATO Taipei.
Indirect U.S. companies may prefer to concentrate on establishing their business relationships with
reliable and efficient importers and distributors, who in turn will sell the import products to retail stores.
ATO Taipei maintains lists of potential importers/distributors for U.S. suppliers.
Taiwan's retail stores are very competitive. To attract customers, these retail stores sponsor various
country- and festival-theme promotions year round. Examples include the many "American Food
Festival" in-store promotions that have been held in supermarkets and hypermarkets island-wide. U.S.
suppliers are encouraged to contact ATO Taipei for information on these retail promotions. U.S.
exporters can then contact the retail chains directly if interested in participating in these events and
developing/expanding their business with these stores.
The competition to have products included in these gift baskets is very intense. However, given the size
of the gift basket market, this is a great opportunity for broad market exposure, particularly for new-to-