The research is centred around the five most purchased categories in GTR.

New research from m1nd-set shows that cross-category innovation is emerging as a powerful growth catalyst for global travel retail, driving marked increases in shopper spend and basket value.

The agency’s latest findings, centred around the five most purchased categories (fragrances, skincare, confectionery, alcohol and tobacco) reveal that strategic cross-category merchandising creates fresh opportunities to boost conversion, basket size and overall spend.

Combinations of these products, as well as linking with categories such as electronics, can drive conversion and lead to significant increased spend, m1nd-set maintains.

The research reveals that travellers buy an average of 1.6 categories when shopping in duty free, with above average behaviour among Gen Zs (1.8) and Millennials (1.7). Shoppers from South America, the Middle East and Africa also display a stronger tendency to purchase more categories.

Fragrances is the leading footfall driver, attracting one in five travellers. Tobacco boasts the highest conversion rate, with nearly two thirds of browsers concluding their visit with a purchase.

m1nd-set: strong potential for cross-category merchandising

Among the key findings highlighted in the research is the growth in spend when shoppers purchase multiple categories. Those purchasing a single category spend around US$100 on average, but as categories are added, overall spend increases significantly.

The tipping point appears at five categories, where both average spend per buyer (US$177), and spend per item (US$41), continue to climb. This momentum peaks at seven categories, where total basket value reaches US$209, m1nd-set reveals.

However, the research also highlights the fact that 85% of shoppers still limit themselves to only one or two categories, and fewer than 2% purchase five or more, revealing a considerable untapped opportunity.

Travellers purchasing a single category spend around US$100 on average, but as categories are added, overall spend increases significantly.

The m1nd-set research also reveals which category pairings deliver significant uplift in shopper spend. Fragrance shows strong potential for cross-category merchandising when paired with skincare, alcohol, confectionery and tobacco. Just under a quarter of fragrance buyers also purchase confectionery, which in turn pairs well with alcohol, with 18% of shoppers purchasing this combination, as well as tobacco (15%) and souvenirs (10%).

The research highlights clear outlier segments that consistently buy certain category combinations more frequently than the norm. Gen Z travellers display particular interest in alcohol and confectionery combinations. The appeal of tobacco and confectionery pairings is strongest among shoppers from Africa, the Middle East, South America, and, once again, the Gen Z shoppers, m1nd-set reveals.

The cross-category research not only tracks cross-category purchasing trends but also identifies specific pairings that act as powerful spend catalysts. According to the research agency, travellers who combine alcohol and electronics purchases boost their average spend on alcohol by a significant 55%, escalating the figure from US$87 to US$135.

Strategic pairings such as fragrance and tobacco also consistently deliver notable double-digit gains in average expenditure across both categories, the research reveals.

The m1nd-set research also reveals which category pairings deliver the most significant uplift in shopper spend.

Dr. Peter Mohn, Owner and CEO at m1nd-set, commented: “The findings emphasise the enormous value of cross-category merchandising for brands and retailers alike. [Fragrances] and alcohol in particular emerge as influential spend drivers when integrated into targeted partnerships, activations and in-store strategies.

“While the data demonstrates strong commercial potential, it also exposes a considerable behavioural gap,” Mohn continued. “The fact that fewer than 2% of shoppers purchase five or more categories shows how much value remains unlocked. With the right cross-category initiatives, from promotional bundles to collaborative activations, travel retail stakeholders can drive significant incremental revenue.”

Mohn added: “Cross-category merchandising in travel retail has evolved far beyond simple product bundling. “Today, it’s about creating immersive, experience-led activations that connect diverse luxury and core categories under a unifying theme. This could be anything from celebrating gifting occasions to highlighting cultural celebrations or shared lifestyle narratives, such as adventure, wellness or sophisticated luxury.”

Mohn concluded: “Retailers are now leveraging digital marketing, data-driven placement, and omnichannel touchpoints to seamlessly guide travellers across different store environments, effectively driving footfall, dwell time, and ultimately higher spend per passenger.

“We’ve seen the concept expand from multi-category pop-ups to ambitious cross-industry partnerships that link travel, retail, and hospitality. We commend those stakeholders who are already investing into such integrated ecosystems, where shopping is positioned as part of a holistic journey. These experiences significantly amplify shopper engagement and deliver a truly differentiated, multi-sensory consumer experience.”

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