More than 90% of travellers visiting duty free shops will take the Covid-19 vaccine when it is available, according to latest research from Swiss agency m1nd-set.

According to the research, two thirds of visitors are willing to receive the vaccine as soon as it is available and around one third prefer to receive it after some time.

This latest study assesses the impact of the coronavirus (Covid-19) and the Covid-19 vaccine on travel intentions and shopping behaviour in the post-Covid travel retail environment.

Research was undertaken in January 2021 and carried out among 2,500 travellers who used to fly at least twice per year before the pandemic broke out and were regular travel retail shoppers.

The impact of Covid-19 on shopping and spending behaviour is detailed throughout the research and broken down into a number of key themes.

KEY RESEARCH THEMES

These include the impact of the virus on the perception of the importance of different shopping aspects (sustainability, promotions or digital elements); the possible replacement of travel retail by other shopping channels such as e-commerce; changes in travellers’ engagement with airport services and habits at the airport; the impact of Covid-19 on interaction with sales staff and the willingness to try and test products; the preference for digital versus human interaction inside the store; and the likelihood to shop online, pre- order and use click and collect options.

Behaviour among key shopper segments — including region, nationality, age and traveller type for example – in regard to the various topics studied is revealed in the research.

Chinese travellers, for example, are significantly more likely to want to have the vaccine compared to the global average (97% versus 93%).

In addition, 59% of Chinese travellers wish to receive the vaccine as soon as possible, slightly lower than the global average of 63%, while 38% say they wish to wait a while. This is well above the global average of (30%).

The research also demonstrates that international travellers wanting to receive the vaccine as soon as possible tend to be more likely to visit duty free shops on future international air trips (67%) and to convert into buyers (also 67%).

Shopper behaviour among international travellers who want to receive the vaccine will evolve, according to the m1nd-set Covid-vaccine research. Fifty six percent say they will purchase more products online, compared to 48% among those who do not want the vaccine.

There will also be a marked shift towards a healthier lifestyle and more environmentally friendly consumer behaviour among international travellers willing to receive the vaccine. Fifty six percent indicate they will actively search for high-quality, naturally sourced and health-conscious products, while 50% say they will pay more attention to the sustainability of the product packaging.

MORE EMPHASIS ON SUSTAINABILITY

Almost half of those interviewed (47%) say they will be more attentive to the sustainability of the products themselves. Duty Free exclusives will also be more interesting to this shopper segment, with 46% of pro-vaccine travellers seeking out travel retail exclusives more than they did pre-Covid.

Peter Mohn, Owner and CEO, m1nd-set commented: “The research findings demonstrate that post-Covid shoppers among international travellers will be more discerning towards natural, organic and sustainably sourced and packaged products.

“Retailers and brand ambassadors will need to put significantly greater focus during staff training on these new aspects to ensure they are able to communicate these special values to the shoppers.”

He added: “It won’t be enough simply to put it on the packaging. Our research shows that the story-telling aspect around a product carries enormous weight in the purchase decision making process.

“These ‘good news’ stories will enable retail staff and brand ambassadors to engage with customers in new ways and not only increase their understanding of the product, but enhance the overall shopping experience with the knowledge that their purchase is also positive for the planet.”