Sponsored by
Frayna, Global Travel Retail Business Unit Lead for Unilever. Still, this is a big leap for any brand
and time will tell if the range will remain exclusive to duty free. Although Carte D’Or is well-known in the world of ice cream, it may be challenging, at first, to really put its chocolate range on the map; especially in an overcrowded marketplace, where even confectionery giants are jostling for prominent store positions. Mars Wrigley Travel Retail, for example,
knows all too well the demand for newness and limited editions in duty free in order to ensure it keeps up with its competition, as Maud Geerbex, Corporate Affairs Director Global Travel Retail, explains. “Seasonality/ newness and limited editions are super important in travel retail. “They serve different purposes; limited
editions bring the traveller something new and grow the core of trusted and loved brands. At Mars Wrigley, we have been successful with M&M’s Crunchy Caramel in the past and our newest limited editions, M&M’s Salted Caramel and Skittles Tropical, are just entering the stores. “Seasonal products are there to create
more moments for the category; more moments to enjoy confectionery. Mars Wrigley has successfully conducted Chinese New Year and Eid activations and we’ll be continuing our focus here.”
Driving impulse purchases MITR will launch three limited edition versions of its Skittles, M&M’s and Twix products for 2020, which will be introduced to visitors at the TFWA World Exhibition. Raghav Rekhi, Category Director MITR,
adds: “Limited editions are a great way of presenting something unique to consumers from a well-known brand. They provide something quick to engage with, fun to purchase and fun to enjoy, share and
CONFECTIONERY CONVERSATION
Tokyo Banana is one of the leading confectionery brands in Japan.
gift. We know that limited editions drive impulse purchases and introducing popular flavours such as salted caramel and smoothies is highly effective in driving sales to existing consumers, whilst also attracting new ones.” Japanese retailer, FaSoLa of Narita
Airport also tells TRBusiness how popular limited edition flavours – particularly of TAO cheesecakes – have really boosted sales in recent months. Japanese confectionery,
including
popular brands such as Tokyo Banana, Royce and Shiroi Koiibito, accounts for almost 70% of FaSoLa’s Akihabara Tax Free sales at Narita Airport. Akihabara Tax Free sales grew 8% in
FY2018, aided by popular confectionery products, which now include Le TAO cheesecake from Hokkaido, northern Japan, which has recently become very well-known among Asian visitors. Priced at JPY 1,800, the 12cm diameter
cheesecake is available in two flavours; regular cheese and chocolate combination, and a changing seasonal flavour, currently melon. “Our seasonal flavour right now is melon,
in spring it was strawberry; we’ve also had matcha, and pumpkin for autumn,” says Shinichi Saiki, Purchasing Department Director in FaSoLa Shops’ Domestic Product Division I. New confectionery items introduced
in all FaSoLa’s Akihabara Tax Free shops include Pocky Premium Classe; an extra thin chocolate-dipped biscuit stick. “This is an exclusive Pocky item, it’s only
Unilever has now launched its travel exclusive dessert chocolate brand.
OCTOBER 2019
available at Narita Airport and it’s very popular here,” says Saiki. «
TRBUSINESS 21 M1nd-set: Did you know?
Twelve percent of visitors shopping for confectionery actually go on to purchase in duty free because they discover a special format or size, which is not available on the domestic market, says m1nd-set. This share is the highest among Middle Eastern and African travellers at 21%. Eleven percent of confectionery
duty free visitors purchase because of special/exclusive editions. This holds especially true for duty free shoppers from AsPac (13%). “The share of AsPac shoppers who purchased because of special/exclusive TR editions has increased +6% since 2017,” says Anna Marchesini, Head of Business Development for m1nd-set. Interestingly, European and Middle
Eastern/African travellers are least likely to purchase confectionery products in travel retail because of special or exclusive editions (9% and 7% respectively). Moreover, the percentage of duty
free shoppers from Middle East/Africa has been decreasing substantially since 2017 (-13% down to the 7% previously stated).
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