WINES & SPIRITS: M1ND-SET CONSUMER PROFILE


Unboxed: The behaviours of duty free alcohol shoppers at global airports


In a post-Covid world, liquor shoppers in travel retail will spend more time on social media, dedicate more time to family and purchase more sustainable/environmentally friendly products. Charlotte Turner analyses m1nd-set’s most recent data on the changing shopping behaviour of alcohol shoppers in travel retail.


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nterestingly, 85% of alcohol shoppers surveyed by m1nd-set said that they would consider


travelling by air again within the first six months after travel bans are lifted. This is significantly higher than the average for buyers across all duty free categories. While 76% said they would reduce


their travel frequency, post-Covid, this was significantly lower than the average for buyers across all duty free categories. Based on m1nd-set’s most recent


data and analysis, the top three destinations for alcohol shoppers in the 12 months after travel bans are lifted will be Australia, Japan and the UK, with Australia clearly out in front. Unsurprisingly, 78% of alcohol


shoppers said they will change their shopping habits at the airport on future international trips, with 72% stating this would mean isolating from crowds and almost 50% said


they would avoid interacting with other passengers. Unfortunately for retailers, 42%


of those surveyed said they would spend less time shopping/visiting duty free stores, while 35% said they would spend more time on their mobile, tablet or laptop. However, 40% said they would be


more attentive to the environment and to information on screens, so perhaps there is still a way to draw these travellers into store with genuinely engaging activities or promotions. Twenty-six percent of alcohol


shoppers surveyed said they would spend more time reading at the airport, while 20% said they would remain longer in airline lounges. Eighteen percent also said they would spend more time in cafés, restaurants and bars. Retailers can take some comfort


from the fact that 80% of alcohol shoppers said they would engage the


same or more with duty free shops, post-Covid, however 61% of these same shoppers would refrain from being in proximity with sales staff or brand ambassadors. Fifty-six percent said they would


take precautions if they did have to interact, while 5% said they would avoid interacting completely. Thirty-nine percent of alcohol


shoppers said they would refrain from testing products in duty free shops, while 20% said they would be open to testing or sampling products but only if necessary and they would be ‘more careful’. «


Unfortunately for retailers, 42% of those


surveyed said they would spend less time shopping/visiting duty free stores, while 35% said they would spend more time on their mobile, tablet or laptop.


TRBusiness


DECEMBER 2020


TRBUSINESS 25


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