According to m1nd-set co-owner and joint-CEO Peter Mohn, there has been a marked change in attitudes and shopping behaviour for North American travellers regarding the confectionery category, over the past two years.

 

Swiss based research agency m1nd-set says the findings from its latest confectionery shopper insights among North American travellers are significantly different to when the research was last conducted (two years ago).

 

The most recent research was conducted during the first quarter of 2016 among 2000 travellers at airports across the region.

 

M1nd-set says it has noted an increase in travellers who state that promotions have a strong influence on their purchasing decision.

 

TRAVELLERS DRAWN THROUGH TASTING OPPORTUNITIES

Many travellers, however, still consider that the promotions do not give sufficient price advantage and while savings promotions are the most popular, those that provide added value or an improved overall experience, such as a tasting opportunity, are still effective in triggering the purchase.

 

 

 

According to m1nd-set, for many travellers tastings give them the chance to discover new brands and selections that will encourage them to make additional purchases to their known favourites.

 

“The power of the palate as a trigger to purchase is also evident from the insights gleaned from those who did not purchase confectionery from the duty free shops,” adds m1nd-set.

 

The North American travelling consumer generally tends to want to discover new brands and tastes when purchasing confectionery, but the lack of exclusive offers is cited among the main reasons for not purchasing. An increase in the travel retail exclusives range combined with opportunities to taste the products will inevitably increase the conversion rates, the research reveals.

 

CONFECTIONERY & FINE FOOD IMPORTANT IN THE US

Peter Mohn comments: “Confectionery & Fine Food is an important category in the US, as it represents just under 10% of sales at airports in North America & the Caribbean according to our partner Generation Research.

 

 

“As our findings reveal, the category is an important impulse purchase driver in North America, so it is essential to understand what triggers travellers to purchase in terms of price point, brand, gift packaging and merchandising, and what are the key barriers to purchase.

 

“For example, for those passengers who haven’t really planned to purchase anything in the duty free shops, we find that they do enter the shops to check out the confectionery range specifically, while waiting for their flight.

 

“To capture more of these impulse purchasers, It is important for the retailers and brands to make the offer enticing and visible to passengers. Confectionery shoppers at duty free shops are most familiar with global brands such as KitKat, Toblerone, M&M’s, Godiva and Lindt so retailers need to ensure these are prominent and eye catching, even from outside the shop floor.”

 

 

Commenting on the importance and relevance of the data to brands in the category, Mohn continues: “We are in the unique situation to be working with a number of major suppliers in this category and it’s satisfying to see the importance that brand owners place on this strategic data and that they actually act upon the results to confirm or alter their course, where necessary.”

 

Peter Mohn will be speaking at the IAADFS conference in Orlando in April, where he will be presenting findings on North American traveller behaviour across all categories.