SUGAR CONFECTIONERY: OVERVIEW
“Mars, our parent company, merged its chocolate and Wrigley businesses to Mars Wrigley Confectionery, so we now play across all three segments of the market: chocolate, gum and mints, and fruity confections.”
Maud Geerbex, Corporate Affairs Director Global Travel Retail, MITR
markets, which drives awareness in travel retail and convinces retailers that listing Haribo makes good business sense. “Our success is helped by our
ability to satisfy local market requirements – we can adapt assortments to cater to specific taste profiles – and also to meet regional food standard regulations,” according to Fontana. “The Haribo range of classic and
Airways, confirms Haarup. In the case of Haribo, Fontana
points out that the brand retains a strong presence in the European and North American domestic
travel exclusive products is listed all over the world with particular success in our home markets of Northern Europe, in the Baltics, Middle East and North America.”
Disruptive shopping Confectionery and fine food sales declined by 4.7% to $1.2bn in Asia last year, according to preliminary duty and tax free sales from Generation Research, but the outlook for Haribo remains positive. “We have our sights set also
on Asia as we believe this region offers great potential for the Haribo brand,” says Fontana. Meanwhile, Geerbex points
A Bateel dates presentation at Dubai International Airport. Five trends to watch
Biscuits “Biscuits in total global confectionery is still very much under- represented, but in travel retail we see potential within the
industry. We have this success with Oreo. A highlight for us going forward is the launch of the Milka biscuits range.” Ivo Knuesel, Head of Category Planning, Mondelez World Travel Retail
Sharing “We see shoppers increasingly look for products to share, whether at the airport, onboard or at their destination. We play into that with sharing pouches. We also see a trend towards items that are purchased ‘for me’, at the checkout or another place in the store. Gum and mints are a trend, and they fit well with
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travellers’ needs to refresh themselves.” Maud Geerbex, Corporate Affairs Director Global Travel Retail, MITR
Health and quality “There is a move towards more natural and healthier products. Also the category has been premiumised a bit as people don’t mind
paying for high-quality confectionery products.” Jacob Haarup, Head of Travel Retail, Bateel
Fruit flavours “There is a strong trend for new and interesting flavours, especially fruit flavours. To cater to this Haribo has introduced new variants to the jellies pouch range,
including Peaches. Phantasia and Tropifrutti in the last 12 months, which offer a delicious selection of flavours. These complement the existing popular assortments, like Happy Cola and Goldbears, and encourage shoppers to buy additional skus out of curiosity.” Elisa Fontana, Marketing Manager Travel Retail, Rigo Trading
Digital “We see the trends towards digital continue, with opportunities for interactivity and disruption on the shop floor.” Maud Geerbex, Corporate Affairs Director Global Travel Retail, MITR
JUNE 2018
out that when segments of companies merge, the resulting positioning can sometimes adapt and become advantageous for
confectionery brands. As a result, increased standout that appeals to different kinds of shoppers can lead to higher footfall. “Mars, our parent company,
merged its chocolate and Wrigley businesses to Mars Wrigley Confectionery, so we now play across all three segments of the market: chocolate, gum and mints, and fruity confections. “We have a clear view on how to
position these segments in store to disrupt the shopper and increase conversion. We’ve been focusing on cross-brand promotions on pack sizes, which work very well with consumers,” she adds. For Bateel, the brand is enjoying a
steady climb in its retail exposure. “In GTR we have more than
doubled our number of sales locations within the last year,” reveals Haarup. Haribo has also upped its profile thanks to the visual appeal of having a large bear to post in photographs on social media. “He is perfect for ‘selfies’ and
is very popular with children and adults alike,” says Fontana. She adds that not all brand
exposure equals pure conversion, rather, the net effect can be pure reputational enhancement. «
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