Hershey World Travel Retail have issued findings from their 2014 global confectionery study, conducted by Counter Intelligence Retail (CiR), that shows that up to 60% of Asian buyers plan to make a purchase from the confectionery category when travelling, and 65% of those purchases are for gifting purposes.

In response to the significant gifting opportunities uncovered in the region, Hershey WTR will be launching Hershey’s Kisses Deluxe Chocolates and a series of USA-themed travel retail exclusive tins at The Tax Free World Asia Pacific Show in Singapore in May (stand G29).

“Our latest research has been the foundation for much of our development for the last few months,” says Amy Wilson, Hershey World Travel Retail Team Lead Europe & Strategy Manager.

“We’re using the key findings to drive our new product development along with our category development plans and we’re looking forward to sharing these with customers in Singapore next month.”

Results from CiR’s research with Asian buyers also reveals that quality and stocking well-known brands are key in the decision-making process for buyers making category confectionery category purchases.

In addition, buying for snacking and self-consumption remains a focus, representing more than 30% of all purchases.

Hershey’s Brookside brand of chocolate covered fruit pieces has been a strong performer in Asia. Subsequently the company will be launching new Brookside Crunchy Clusters at TFWA Asia Pacific to complement the existing range and ‘bring excitement to the snacking segment.’

 

Hershey WTR says it intends to share data with its customers on a continual basis and plans to use latest market intelligence to reinforce its category vision and strategy, first presented in 2014.

”We’re committed to unlocking the potential for growth that confectionery represents. Our focus on building strong brand connections to create exciting snacking and gifting opportunities remains at the heart of our strategy,” states Wilson.