M1ND-SET ASIA PACIFIC CONSUMER PROFILE
Asian millennials among highest spenders in global duty free
Travellers from the Asia Pacific region are more likely to visit duty free stores than any other nationality and once in the store they are also more likely to purchase something, according to Swiss research agency m1nd-set, speaking to Charlotte Turner.
Above: Asian millennials are value- driven, but tend to spend more on average than other age groups.
M
1nd-set’s
research
from 2019 tells us that travellers from the Asia
Pacific region tend to browse most often for souvenirs & gifts as well as perfumes, skincare and make-up. When it comes to purchases, most are actually made on confectionery and beauty products, while the vast majority (9 out of 10) of these shoppers plan to make a purchase in advance. However, whilst they know they
want to make a purchase in the duty free shop, they have not necessarily made up their mind about which products to buy specifically; they
According to m1nd-set, 52% of [Asia Pacific] passengers visit a duty free store and among those visitors, 80% end up purchasing duty free products.
TRBusiness 48 TRBUSINESS
only have ‘a general idea about the category, the mission or the budget’, says m1nd-set. Asia Pacific shoppers spend the
most in duty free on average ($215 per trip); the global average is $171; Europeans spend the least ($105), followed by Americas ($112). Interestingly, about half of Asia
Pacific DF shoppers buy a product for themselves and this is particularly true for millennials. “Gifting is also important for about four out of ten purchases, but it applies more to seniors,” says Anna Marchesini, Project Manager, m1nd-set. “Price advantage and good value
for money are the key drivers to purchase for Asia Pacific travellers, followed by convenience and availability of products not available in their home markets. It should be noted that the availability of products suitable as gifts is a key driver for seniors.” This interest in value-related
aspects, is also reflected in their tendency to compare prices before making the final decision to purchase and to purchase products on promotion. Again, this is especially true for millennials. “AsPac DF Shoppers are often
first-time buyers and because they are interested in products not available in their home country, about half of them tend to buy unique duty free products,” adds Marchesini. “Consider their engagement in DF shopping; AsPac buyers are much more likely to notice touchpoints before arriving at the shop – compared to other nationalities – and mainly online.”
Long airport dwell time Looking more closely at the profile of a duty free shopper from the Asia Pacific region, most are male with an average age of 38. However, millennials still make up a large share (32%) of these shoppers as do
MAY 2020
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108
