Family-owned Scottish brand Walker’s Shortbread has partnered with the 2026 TR Consumer Forum as a Coffee Break sponsor. 

The Coffee & Networking Lounge sponsored by Walker’s Shortbread is taking place from 11:00-11:45 on Thursday 2 July 2026 – please see here for the full agenda.

“We’re proud to support the TR Consumer Forum because Walker’s has always put the consumer first. Events like these are critical – they challenge the industry to think sharper about shopper behaviour, experience and relevance. If we want to future-proof the channel, these conversations aren’t optional – they’re essential,” said May Ngai, GTR Manager at Walker’s Shortbread.

“Brands, retailers, and operators must come together to rethink how we engage travellers more meaningfully.”

This year’s edition of the DF&TR industry’s consumer-centric Forum is taking place from 1-3 July at the IATA Geneva Conference Center, with IATA as the Host Partner.

Tickets are available until Friday 19 June and delegates can book their stay at the preferred hotel, the Crowne Plaza Hotel Geneva by IHG.

This year’s global conference agenda is being brought to life under the banner of ‘From Air Traffic to Consumer Action: Putting Travellers at the Heart of Retail’, with plenty of valuable networking opportunities.

“In travel retail, if you don’t understand the consumer, you don’t win,” said Ngai, on the importance of being plugged in to how consumer preferences and behaviours are evolving.

“Shoppers are time-poor and mission-driven, making decisions in seconds. If you don’t meet a clear need – gifting, self-treat, or convenience – you’re overlooked.

“At Walker’s, we focus on key ‘demand moments’ across the journey. Success comes from being relevant in those moments, not just being present on shelf. As expectations shift towards premium, authentic, and convenient products, we must be sharper and more deliberate – or risk becoming invisible.”

Walker’s Shortbread at the 2025 TR Consumer Forum.

In terms of the biggest shift the company is observing in the ways in which travellers like to shop in the channel, Ngai commented: “Travellers are no longer browsing – they’re buying with intent. They want either a quick, high-quality snack or a meaningful gift with a story, with little tolerance for clutter or confusion.

“At the same time, volatility in chocolate is creating space for alternatives like premium biscuits, where Walker’s is well positioned.

“Our focus is to simplify and sharpen the offer – through travel-exclusive formats, stronger Scottish heritage storytelling, and impactful packaging. In today’s environment, you have seconds to win the shopper, so clarity, relevance, and differentiation are everything.”

Visit TRConsumerForum.com to find out more.

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