Nordic Travel Retail Group signs with m1nd-set to power consumer insights

By Charlotte Turner |

The Nordic Travel Retail Group (NTRG) has signed a four-year partnership for shopper insights with leading travel retail research agency m1nd-set.


The association, which represents the duty free and travel retail industry in the Nordic and Baltic countries, serves around sixty member companies in Iceland, Estonia, Latvia and Lithuania Sweden, Norway, Finland and Denmark.


The partnership will provide NTRG and its members with exclusive detailed consumer insights on travellers’ shopping behaviour when travelling by air or sea.


Members will receive regular quarterly insights from m1nd-set as part of their membership, a highly valuable membership benefit according to the association.



Haakon Dagestad, Chairperson of the Nordic Travel Retail Group, and HR & Communications Director at Travel Retail Norway welcomed the new partnership with m1nd-set: “We understand that our association members have all been heavily affected by travel restrictions in the past two years during the pandemic.


M1nd-set will provide NTRG's members with prized consumer insights such as these, shared last year.

M1nd-set will provide NTRG’s members with regular consumer insights such as these, shared last year.

“Consequently, we feel it is important as a trade association to support them and help drive the return to growth. The regular insights from m1nd-set will be an excellent and highly useful tool for members and we are delighted to be able to provide this essential service and significant member benefit.”


Elsebeth Lillienschiold NTRG Board Member and Director Nordics at Remy Cointreau added: “Shopper behaviour and mindsets have evolved in numerous ways during, and because of, the pandemic.


“Through this research partnership with m1nd-set, whom we have worked with for several years already, NTRG members will benefit from regular insights across all categories, travel channels and behavioural aspects over the next four years.


Haakon Dagestad, Chairperson of the Nordic Travel Retail Group.

Haakon Dagestad, Chairperson of the Nordic Travel Retail Group.


“We are confident that these insights, which are exclusive for NTRG members, will prove extremely valuable to all members. We would also strongly encourage any company that has ambitions to develop their business in travel retail in the Nordic region to become a member of the association.”


According to NTRG, m1nd-set will deliver regular quarterly research reports throughout the year over the four years from 2022 to 2025, with specific surveys dedicated to each channel covering airport and airlines as well as the ferry channel.


The research will enable NTRG to benchmark shopper behaviour and KPIs in the region with those of other regions.


The topics and behavioural aspects m1nd-set will provide insights on over the four-year research partnership, will include the impact of digitalisation in the travel retail environment and how travellers interact with various touch points – digital and physical, the role of sales associates and importance of training, shopper feedback on the assortment in stores including the importance of travel retail exclusives, shopper reaction to in-store displays and promotions and the importance of price and promotions on decision-to-purchase.



“We are delighted to be able to increase our value to NTRG and its members through this partnership," said Peter Mohn.

“We are delighted to be able to increase our value to NTRG and its members through this partnership,” said Peter Mohn.

The increasing importance of sustainability for shoppers in the Nordic and Baltic regions, when purchasing in travel retail, will also be analysed by m1nd-set, as will the emergence of new purchasing behaviour.


The research partnership will also enable NTRG members to receive regular traffic data – both current and forecast traffic – from m1nd-set thanks to the research agency’s exclusive partnership with IATA.


The traffic data will provide the association with the highly accurate traffic and forecast data via the IATA’s air traffic data tool, ARC, the world’s most comprehensive air traffic monitoring system. The traffic reports will deliver international departures data for the entire region, as well as by country, detailing the top ten countries and nationalities for international departures.


M1nd-set owner and CEO Peter Mohn said: “We enjoy a very strong working relationship with NTRG, having collaborated with the association for many years already.


“We are delighted to be able to increase our value to NTRG and its members through this partnership.


“We believe these exclusive insights will not only provide existing members with invaluable, strategic market intelligence; it will also provide a significant value-add for recruiting new members to join the association.


“Given the value of the research, the investment by the association enables smaller companies, that would not otherwise be able to invest themselves in such in-depth research, to benefit from highly useful and actionable data.”


For more information about the research partnership, or about joining NTRG, contact the association here: [email protected]

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