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CONFECTIONERY CONVERSATION Confectionery…not just for Christmas


TRBusiness is shining a spotlight on the confectionery category in a 12-part series called ‘Confectionery Conversation’, sponsored by Mars Wrigley International Travel Retail. In a special TFWA Cannes edition of this initiative, Charlotte Turner looks at the impact and meaningfulness of seasonal products, along with travel exclusives and limited editions.


T


he confectionery category’s calendar is built around product launches ahead of certain seasons


or occasions, such as Chinese New Year, Valentine’s Day, Easter, Christmas or Thanksgiving, which are essential to maintaining sales all year-round. Spikes in sales can be expected when


confectionery companies effectively tap into the gifting spirit during one of the aforementioned occasions and can even create a frenzy in the case of some iconic brands; some Japanese confectionery companies, for example, such as Tokyo Banana, Royce and Shiroi Koiibito have registered a record number of transactions when they launch a new seasonal product, or limited edition. According to m1nd-set 37% of global


travellers purchased at least one unique/ exclusive duty free confectionery product on their most recent trip. However, in Asia Pacific this percentage jumped to 45% and in the Middle East was even higher at 47%. “In order to convert visitors into buyers,


brands and retailers should make sure their assortment includes exclusive TR products suitable as gifts, as well as limited/ special editions, special packaging formats/ sizes, all supported by an interactive and entertaining shopping experience,” says Anna Marchesini, Head of Business


An M&M’s-branded dragon boat - installed for Chinese New Year - certainly draws the eye.


Development for m1nd-set. TRBusiness was keen to find out what


makes certain seasonal or TR-exclusive products fly off the shelves, while others collect dust. How do consumers really feel about seasonal products or travel exclusives/limited editions and how can confectionery companies ensure that their novelties are impactful and meaningful to the consumers they are targeting? One company which believes its latest product range will indeed be both impactful


Confectionery Consumer Insight


and meaningful to consumers, is Unilever, which is taking a considerable risk by launching not just a travel exclusive product or line, but a travel exclusive brand.


‘Universal gift of chocolate’ As announced by TRBusiness in its latest confectionery report (June issue), the global consumer goods group has now launched a range of dessert chocolates, exclusively to travel retail under the Carte D’Or brand; the dessert ice cream that originated in France in 1978 and is now also enjoyed in Portugal, Italy, Spain, and England. After a successful entry into the Korean


market, it’s now rolling out in Asia Pacific, Middle East and South Africa. “Our experience puts us in the perfect


position to launch this new range and naturally we want to focus on duty free and travel retail where the universal gift of chocolate has a massive appeal across all demographics,” says Rosalyn


OCTOBER 2019


TRBUSINESS 19


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