Lindt of Switzerland says its in-depth survey into the purchase of premium confectionery is providing its client partners with fresh insight into how to appeal to that level of confectionery consumer.

 

The research defines the promotions that resonate most with the premium customer, and which passengers are attracted to which types of promotions. It also identifies differences in the ways various nationalities shop for premium confectionery, and the nature of gifting within the premium sector.

 

PREMIUM VS MASS-MARKET

 

Good value for money was a key motivation for visiting the duty free shop for both premium and mass-market consumers, and was cited as a reason by just under a third (30%) of both. However, premium customers were significantly more interested in promotions (29% compared with 21%), new products (24% compared with 16%) and travel retail exclusives (21% compared with 13%).

 

PROMOTIONS WITH POWER

 

The survey also identified differences in the appeal of promotions among premium and mass-market buyers. The most appealing was a price reduction, with over half of all buyers saying this was attractive, while the second most popular was ‘buy two get one free’.

 

Both premium and mass-market consumers liked these simple-and-easy-to understand types of promotions. However, says the company, when it came to the promotions that had least appeal, the difference between the two types of buyers was marked.

 

While just over half (55%) of premium customers cited quizzes as their least favourite, this figure rose to three quarters of mass buyers.

 

NATIONAL DIFFERENCES

 

Asian consumers were the most likely to seek good value for money, followed by travellers from the US, while Arabs were the least likely to be motivated by it. Visitors from Arab countries were the only travellers that were significantly inclined towards new products, while Europeans were the most interested in travel retail exclusives.

 

Asians and Russians were more inclined to purchase premium brands, reports Lindt, whereas Americans were more drawn towards the mass category. Asians and Europeans were equally represented in both groups.

 

THE GIFT OF CHOICE

 

Almost 70% of those buying premium chocolate do so as a gift, the research claims. Over a third would choose it as a gift for their whole family and a similar number said it was suitable as a gift for friends.

 

Business class passengers tend to gift more than leisure travellers. Across all nationalities (except from Russians who tend to buy for self-consumption), gifting is the key purchase motivation. With gifting, the popularity and reputation of a brand is key, and all nationalities would rather go for an internationally known brand with a high reputation.

 

In response to the findings Peter Zehnder, Head of Lindt’s Global Duty Free Division, says, “This survey has outlined an important gap in the market. Business class and premium chocolate buyers are buying mainly for gifting purposes, which so far is not completely addressed by the airports and retailers.

 

“Premium products should be more prominently displayed in order to increase the value of the shopping basket, as we know that there are plenty of opportunities to retail premium chocolate as a gift.

 

“This new research is enabling us to fine tune our product range and the way we merchandise and promote it. We are in a good position to ensure that premium confectionery performs even more strongly in the future.”