Sponsored by
CONFECTIONERY CONVERSATION Snacking & sharing on the rise, but gifting still on top
TRBusiness is shining a spotlight on the confectionery category in a new 12-part series called ‘Confectionery Conversation’, sponsored by Mars Wrigley International Travel Retail. In this second column, Charlotte Turner explores the various purchase drivers for confectionery shoppers and discovers what they are really looking for.
T
he confectionery giants have invested a great deal of time, effort and money in studying consumer
shopping behaviour in duty free & travel retail environments. From simulation and virtual reality technology to heatmapping or dedicated consumer insight surveys, these companies have made use of it all in their mission to discover why travellers make purchases in the way they do when it comes to all things confectionery. Leading consumer insight specialist
m1nd-set – which has been employed by many confectionery companies looking for answers – was able to share findings with TRBusiness from a recent shopping behaviour study it conducted, which focused keenly on ‘reasons to purchase’. According to its Business Intelligence
Service (B1S) gifting is still the overriding motivation behind purchasing in duty free & travel retail. “‘Being suitable as a gift’ stands out as
the main reason to buy chocolate in duty free (35%),” says m1nd-set. “Interestingly, the fact that a chocolate
product is not available at the shopper’s home also plays a crucial role for 34% in the final decision to purchase. Other reasons to buy include ‘good value for money’ (28%) and ‘convenience’ (27%).” Offering an attractive ‘gift’ can provide suppliers with an opportunity to create
a premium range or line that may not be available on the High Street. Dubai-based Al Nassma believes that
as gifting remains a dominant reason to purchase in DF&TR, demand for more premium skus is increasing. “We welcome the increased demand for
premium skus – this follows an observed consumer trend to be increasingly critical of ingredients and product composition,” notes Patrick Dorais, Director of Sales, Al Nassma. Nelly Sanwald, Global Travel Retail
Manager, Leonidas also says the company’s ‘forte’ rests in premium gifting, with all sub-categories such as impulse, self- consumption and sharing having a role to play. As Sanwald rightly points out, gifting is not the only purchase driver, and retailers often tell us that it is in fact impulse as well as snacking and sharing promotions that are the most effective. “Confectionery is a typical impulse
category as the majority of our customers’ purchases are unplanned,” insists Julien Guillon, Category Manager Confectionery, Lagardère Travel Retail. According to m1nd-set, 57% of
confectionery shoppers plan to purchase, but do not make up their mind about the brand or product until they are in the store. “Sharing and self-consumption packs are the most preferred segment,” says
Confectionery Consumer Insight
Anjan Kumar, Category Manager, Mumbai Duty Free. “Grouping products as gifting/ sharing etc. gives a common nomenclature for discussions with suppliers and is quite helpful.” Mars Wrigley ITR agrees that snacking
and sharing demand is on the rise. “One of the biggest growth areas within confectionery has been snacking and sharing; this has been in line with the rise of low-cost carriers and reduction of inclusive meals onboard, while we have also seen significant developments in point -of-sale merchandising which is perfect for building basket size,” says Raghav Rekhi, Category director, Mars Wrigley ITR. “For the consumer, confectionery
purchases are less planned than other categories and generally bought for one of four key reasons: to connect (with others) to celebrate (gifting), to reward (treat oneself) or to refresh (e.g. for a dry mouth – gum). “It may not be something that consumers
36%
Chocolate TR Visitors browse the Duty Free store to find a GIFT for someone
51%
Purchase Chocolate in TR as a GIFT
PURCHASE DRIVERS
#1 Product is SUITABLE AS A GIFT #2 Product is NOT AVAILABLE AT HOME
have necessarily thought about purchasing before they arrive at the airport (or on the ferry/inflight etc.) but if the mechanics are in place to drive them into the store, engage with them using entertaining and lively activations, and the product offer is relevant – then they are very likely to convert from browsers to shoppers.”
FEBRUARY 2019
TRBUSINESS 15
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