SUGAR CONFECTIONERY: HARIBO


various airports and were very happy to see our products,” she says. “The next step is to work on


visibility, leveraging on the impulse factor. The confectionery category and sugar confectionery segment in particular are extremely impulse driven and we need to be at the forefront of this. This is an area we need to work on as a brand and as a category in this region.” In addition to focusing on Europe


“We have a person dedicated to the Asian market who is doing a terrific job. We are really happy with the development we have seen in the past two-and-a-half years or so.”


Elisa Fontana, Haribo


and Asia, the Americas side of the business is evolving well. Having exhibited at the 2018 and 2019 Summit of the Americas’ events in Orlando, Haribo is gradually understanding the needs and taste preferences of its customers and consumers in the Americas. Now, it is beginning to make an impact. Fontana says: “I am happy we have


Above: Haribo has diversified into standing and resealable pouches.


Right: Haribo’s Candy Tin is in the shape of a Haribo Goldbear.


on Asia Pacific for the past couple of years, but we know how important it is in terms of our current business,” explains Fontana. She adds: “We have a person


dedicated to the Asian market who is doing a terrific job. We are really happy with the development we have seen in the past two-and-a-half years or so.”


Impulse factor Fontana, who claims the brand is outperforming the category in the region, has a clear strategy to ensure business continues to thrive. “Before coming over to Singapore


for the TFWA Asia Pacific Exhibition we did some store checks in the


started with new listings in the region such as Duty Free Americas. This is very important because the Americas market is still relatively uncovered for us in travel retail. “Domestically,


the Americas is seeing tremendous development in terms of general sugar confectionery. There is certainly a lot of potential to unlock.” Having renovated its full range


for the sharing segment with the development of standing, resealable, travel exclusive pouches, Haribo has


also started looking into gifting. This is through the launch of its


Haribo Candy Tin in the shape of a Haribo Goldbear and the practical and fun children’s Travel Bag, which are both filled with Haribo mini bags. “We are very strong in sharing


having started with big bags and diversified into standing and resealable pouches,” says Fontana. “These allow us to guarantee


the freshness of products and sharing moments throughout travellers’ journeys.


Gifting potential According to some industry observers, gifting is where the sugar category can begin competing with chocolate, especially in the children’s sub-segment. Additionally, it is also the area that delivers a higher €/kg and spend per passenger. “There is no doubt we


are much smaller than our fellow competitors when it comes to gifting,” mentions Fontana. “They are very strong and do a tremendous


job. “This is probably


an area we need to focus on in the coming years and will involve developing our own


Haribo gifting range.” Outlining the company’s DF&TR


vision, Fontana emphasises the need to maintain its focus on all industry sectors. “We are obviously present in


border shops and on the biggest cruise and ferry lines but have focused a lot on the airport arena. “The next step is to fine-tune our


strategy across the other important and strategic areas in the channel. There are certainly plenty of things we still need to do.” Taking everything into account,


Left to right: Takeshi Nishimori, Key Account Manager Travel Retail, Rigo Trading; Gilles Hennericy, Head of Travel Retail, Rigo Trading; Elisa Fontana, Marketing Manager Global Travel Retail, Rigo Trading/Haribo; and Manuel Coronilla, Sales Director, Rigo Trading.


58 TRBUSINESS


Haribo sees DF&TR as a significant opportunity. “We know what we can achieve as we have seen the figures for the various domestic markets and know we have the best practices. There is certainly room to grow this sub-category in travel retail and duty free.” «


JUNE 2019


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