CONFECTIONERY CONVERSATION
confectionery area of a store, rather than in a separate section of the store dedicated to healthy products. “Coupling this research with the
“Brands that celebrate Chinese New Year with the travellers as well as being a partner to the festivities seem to succeed within our channel.”
Stewart Dryburgh, General Manager, Nestlé International Travel Retail (NITR)
that some Mentos flavours like Juice Burst Yellow and Bubble Gum are performing better than others [in Asia]. We also know that 82% of shoppers expect confectionery at the cash till. “A mix of sweets and candies, chocolate,
water and refreshment is recommended, and Chewing Gum is the #1 cash till category with 58% of shoppers expecting it there. This will continue to be part of our focus in the coming years.” Although Chinese consumers are not the
most frequent purchasers of confectionery, says Stewart Dryburgh, General Manager, Nestlé International Travel Retail (NITR), they do see this category as a suitable for gifting. “We have conducted recent research
with m1nd-set that shows that for Chinese travellers, the purpose for purchases is often gifting and travel souvenirs, along with healthier/lighter options; while drivers for Chinese travellers are better quality, wider assortment and the possibility to try new products.” According to research shared with
TRBusiness directly by m1nd-set, 89% of Chinese DF shoppers say they are interested in healthy snacking options in confectionery, with 69% stipulating that they would expect to find these in the chocolate/
*Confectionery and Fine Food Category Growth Drivers we are better able to turn motivations, drivers and need-states into actions,” adds Dryburgh. “We leverage these insights to fuel the development of product propositions and communications, that ultimately lead to purchase.”
Influence of packaging Dryburgh believes a good example of this was the company’s recent KitKat Chinese New Year activation in Changi. “By combining the Celebrate the
Seasons category growth driver with our exclusive KitKat products (like our KitKat Senses range) we were able to leverage this culturally relevant event and create positive associations and purchase consideration of KitKat within the Chinese consideration set.” Packaging naturally plays a pivotal
role in the appeal of products to Chinese consumers, once again proven by m1nd- set’s latest research. Among 5,000 Chinese duty free confectionery shoppers, the majority expressed that they would be ‘very interested’ or ‘extremely interested’ in a product which was clearly packaged as a souvenir. As mentioned earlier, while presentation
of products is crucial to attracting these consumers, so too is the power of the brand. “We are fortunate that our leading
brands like KitKat, Smarties and After Eight enjoy global recognition and appreciation and we have seen good growth around the globe,” insists Dryburgh.
Sponsored by
“Given our brand presence across all regions within travel retail, we are able to engage with Chinese consumers throughout their international journey.” Increasing brand exposure through
digital engagement, is a necessity in China. For Nestlé a starting point in developing this is the significant global Category Growth Driver framework. “This provides key insights into deep consumer truths and need-states,” he says. “These are universally relevant and provide a strong base for all our efforts in travel retail. “The needstates of
‘Deeper
Connections’, ‘Better for You’ and ‘Elevated Experience’ are extremely relevant for the Chinese travellers too. Understanding the specificities of the Chinese traveller (what they are looking for and why) enhances our communication and in-store executions, such as the recent Chinese New Year activation for KitKat in Changi.” Regarding activations, Dryburgh stresses
the importance of understanding and respecting visual and cultural cues, which are ‘key’ to creating an engaging and consumer-focused promotion. “Brands that celebrate Chinese New Year
with the travellers as well as being a partner to the festivities seem to succeed within our channel,” says Dryburgh. “In our recent KitKat activation, the
connection and celebration of Chinese New Year was the first eye-catching aspect. As shoppers engaged further, the KitKat brand and our product sampling became more prominent, with the red envelopes being the final element to create a positive association with our brand. All the elements combined to made the product a purchase consideration for Chinese travellers.” «
Chinese confectionery consumption in DF&TR
16 TRBUSINESS
MAY 2020
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