Regional Gifting
Growth Map
How premium chocolate gifting is changing across occasions, markets, recipients and decision drivers.
Premium chocolate gifting is moving beyond festive moments — Birthday is now the #1 occasion (32.5%), overtaking Valentine’s.
Growing: Birthday +9.0pp, Wedding +1.8pp, Housewarming +1.1pp, Anniversary +0.7pp. Shrinking: Valentine’s −11.5pp, Exam Day −2.7pp.
There is no single regional gifting calendar
Christmas is the biggest festive moment; Mother’s Day and Easter growing fast.
Valentine’s shrinking; Birthday up 40.6%.
Birthday is #1 even after easing; Valentine’s up 42.7%.
Birthday dominates; Christmas up 58.5%; Lunar New Year is a bigger moment here.
Birthday overtakes Christmas; Mother’s Day up 184%; Lunar New Year bigger here.
Each line spans that occasion’s share of the market’s gifting conversation in 2022–23 and 2024–25; the dot marks 2024–25. Percent = relative change. Ranked by 2022–23 share, as in the source chart. Birthday is the #1–2 occasion in every market.
Birthday — the largest underdeveloped gifting space
Birthdays are celebrated through the act of gifting, not parties or events.
Birthday imagery shared by consumers in the source data.
What makes a gift feel right?
Ferrero wins on emotional and symbolic value. The category is growing on convenience.
Share of driver conversation 2024–25 (numeric average across markets), grouped into four territories. Category-wide, Convenience rose 18.1% → 22.1%.
Decoding the words consumers use
Quality that feels worth the spend, strong cost-per-piece value in the right pack, and confidence it’s a safe gift (low risk, high satisfaction).
AU“Excellent quality chocolate. Good value for money, good size. Would buy again.”
AU“Very good crispy milk chocolates and very good value for money.”
KR“Good value for money, and the taste is delicious.”
TH“Product and service quality: Delicious and worth the price.”
TH“Product quality: Very good and worth the price.”
MY“Delicious, worth it.”
MY“This product was a great gift for my mother on Mother's Day. She loved the elegant design and I felt it was worth the price.”
Driver · Quality + taste must “earn” the price — when it does, shoppers call it good value.
KR“When I compared it at the big supermarket, the quantity for this price is really good value.”
KR“I buy Ferrero Rocher every time, and this time it seems to have the best value for money.”
AU“Great value for money ideal for gifting or keeping nice size tray”
AU“Great Value For Money, Well Packaged, Taste Great, Great Size, Great Quality”
TH“Worth the money spent, long shelf life, suitable for gifting, pleasant flavor combination.”
TH“Well packaged, melts in your mouth, delicious, the chocolate snack is tasty, worth the money spent.”
Driver · Value rises when the pack size or format makes the purchase feel “more generous for the spend.”
AU“Great as expected. Recipient very happy with them. Good value for money.”
AU“This item was brought as a last minute present, it was excellent value for money.”
KR“It seems to be a good value for a gift. It would be better if there was a shopping bag included.”
KR“Fast delivery when in a hurry and good value for money.”
TH“Suitable for special occasions, the joy from satisfying chocolates, suitable for gifting, worth the money spent.”
MY“Chocolate is beautifully wrapped, not broken…thank you for the promotional price. Worth it.”
Driver · When the gift “lands well” (presentation + recipient reaction), the price feels justified.
Who gifting is increasingly for
Category share of recipient conversation (each dot ≈ 1%).
Ferrero is moving toward Child and Parent — but still over-indexes on Partner and under-indexes on Children vs competitors.
Extend premium, appreciation-led equity into milestone and family moments
- — Premium look
- — Appreciation
- — Gift-worthiness
- — Convenience
- — Ready-to-gift
- — Recipient breadth
Positions are directional, combining category share/growth with Ferrero’s current occasion mix.