Global Travel Retail Magazine Confectionery & Food April 2025 by Paramount Publishing Ltd.

APRIL 2025 · VOL 37 · NO 2

Global Travel Retail Magazine (ISSN 0962-0699) is published seven times a year by Paramount Publishing Company Inc. The views expressed in this magazine do not necessarily reflect the views and opinions of the publisher or the editor. April 2025, Vol 37. No. 2. Printed in Canada. All rights reserved. Nothing may be reprinted in whole or in part without written permission from the publisher. Paramount Publishing Company Inc.

GLOBAL TRAVEL RETAIL MAGAZINE www.gtrmag.com

PUBLISHER

Aijaz Khan aijaz@globalmarketingcom.ca

EDITORIAL DEPARTMENT

EDITOR-IN-CHIEF Hibah Noor hibah@gtrmag.com

DEPUTY EDITOR

Laura Shirk laura@gtrmag.com

SENIOR EDITOR

Wendy Morley wendy@gtrmag.com

SENIOR WRITER

Alison Farrington alison@gtrmag.com

ART DIRECTOR

Jessica Hearn jessica@globalmarketingcom.ca

ADVISORY BOARD

Gary Leong

Thomas Henningsen

CIRCULATION & SUBSCRIPTION MANAGER accounts@globalmarketingcom.ca

Craving a healthy balance

This Confectionery and Food Report marks our first digital-only issue of the year, and we are pleased to highlight the latest category news and consumer trends. From regional behaviors, mainly across Asia and in the Middle East, to segment insights, we speak with players from all corners of the category – including beverages.

Terms like “functional snacking” and “purposeful eating” are growing in relevance among not only shoppers browsing the aisles, but also travelers visiting duty free. As highlighted in this report, the shift toward mindful snacking has been identified by the new consumer attitude toward conscious eating, sustainability and overall health.

As noted by Frédéric Porchet, General Manager at Nestlé International Travel Retail, while pleasure remains a key entry point into confectionery, travelers are increasingly looking for snacks that offer nutritional value, portion control and ethical sourcing. Plus, an increased demand for general convenience means passengers are looking for grab-and-go items, single-serve packs and products that are easy to carry. Luckily, the universal appeal of confectionery and food provides resilience in the face of declining basket sizes and inflationary pressures.

Under our Snacking section, we cover the undervalued savory segment in travel retail, the idea of functional feasting and the rule rebellion trend. James Kfouri, Director of Sales at Wonderful Pistachios, expects pistachio production to continue to grow in the next decade as pistachios are a smart snack option known for their protein, fiber and better-for-you unsaturated fats.

We also provide an update on the cocoa market and explore the expanding biscuit category. Amid unprecedented cocoa price volatility, premium chocolate manufacturers are innovating beyond simple reformulation to protect brand integrity and enhance the customer experience. Separately, increasing consumer demand for biscuits is prompting the development of new products and flavor variations, as well as innovative marketing to capture the interest of travelers.

We welcome Max Van Coillie, Business Development Manager Asia & Middle East at Neuhaus, as a guest writer. He discusses the role of gifting in the channel and why chocolate remains a top choice despite the turbulent times.

Thanks to Seyi Oduwole, Foresight Analyst at The Future Laboratory, who offers her insight throughout the report on everything from the ‘swicy surge’ to how AI is reshaping the retail landscape.

Global Travel Retail Magazine will be on location throughout the year to deliver news. The next stop: TFWA Asia Pacific. See you in May!

Kindest regards,

Laura Shirk Deputy Editor laura@gtrmag.com

WHAT’S INSIDE

Holistic taste experience

From nutrient-packed snacks and better-for-you options to purposeful eating, we dish on the latest trends in confectionery and food; plus, more on the power of social and the future of autonomous retail

by LAURA SHIRK

Consumer demand continues to drive healthy, delicious and sustainable food trends in 2025. Fundamental nutrition and functional snacking have taken the lead as consumers are taking a closer look at how to best meet their daily essential nutrient needs via a balanced lifestyle. This means nutrient-packed snacks and product innovations are in the mix, in addition to better-foryou alternatives to support mindful snacking and purposeful eating. The prioritization of natural ingredients and eco-friendly initiatives continues to influence purchasing decisions, as shoppers seek novel flavors and textures that offer a holistic taste experience in spite of rising costs.

Broad category appeal

In the world of travel retail, the universal appeal of confectionery and

Disruptive campaigns for brands like KitKat and Nestlé Sustainably Sourced leverage gamification, retailtainment and a sense of place across multiple touchpoints – online, in-store and at airports

food provides resilience in the face of declining basket sizes and inflationary pressures. According to the TFWA Global Duty Free Buyer 2025 Report, confectionery is the category with the highest conversion rates, driving the greatest number of items purchased. The category is purchased by more than one

The prioritization of natural ingredients continues to influence purchasing decisions, as shoppers seek novel flavors and textures in spite of rising costs

Frédéric Porchet, General Manager at Nestlé International Travel Retail. Porchet confirms while pleasure remains a key entry point into confectionery, travelers are increasingly looking for snacks that offer nutritional value, portion control and ethical sourcing

As reported by m1nd-set, the average confectionery spend in duty free and travel retail is US$27. The category is fuelled by the convenience driven nature of on-the-go travelers and the self-treat purchase occasion

third of duty free shoppers. It is fuelled by the convenience-driven nature of on-the-go travelers and the self-treat purchase occasion. As noted by m1ndset, the category has a purchase rate of 8% and an average spend of US$27.

“As both impulse-driven and emotionally connected categories, confectionery and snacks remain affordable indulgences, encouraging spending even in cost-conscious environments. Nestlé International Travel Retail (NITR) strategically promotes value-driven formats such as multi-packs, shareable selections and exclusive travel bundles in order to enhance value for the shopper,” comments Frédéric Porchet, General Manager at NITR. “By balancing premium offerings with accessible price points, we continue to drive engagement and maintain shopper conversion despite macroeconomic challenges.”

As shared by Porchet, while pleasure remains a key entry point into con-

fectionery, travelers are increasingly looking for snacks that offer nutritional value, portion control and ethical sourcing.

“Nestlé is responding with innovative formats, including portioned indulgences, as well as a full range of products that have a strong anchor in sustainability,” he adds.

Due to the category’s versatility, accessibility and ability to appeal to all types of traveler need states, leading global food company Otis McAllister believes confectionery products are likely to be purchased regardless of economic downturns. With offices worldwide, the company offers a wide range of services to a client base that includes club stores, traditional and non-traditional retail, food service and more. It also owns brands in rice, canned goods and beverages.

“Shoppers can still indulge in small treats which provide a sense of luxury

without the higher price tag,” shares Marc Panara, Vice President Sales & Operations at Otis McAllister. “It is the most impulse purchased [category] in travel retail, where the consumer is frequently looking to reward, refresh and recharge. Offering a variety of easily accessible products can encourage these spontaneous purchases, helping to counteract a drop in basket size.”

Additionally, confectionery is viewed as a popular gift option. This is especially the case when packaged attractively, which is why the company’s range is focused on travel retail exclusive packaging. “The availability of such products at a range of price points caters to different shopping budgets and can encourage higher volume purchases even if individual spend decreases,” continues Panara.

Right now, Otis McAllister is monitoring the rise of the wafer category globally and expanding its non-choco-

late/sugar range, as well as its snacking, better-for-you and sustainably-sourced options, while keeping in mind the need for differentiated and premium packaging within the channel.

State of snacking

Describing the current state of snacking in travel retail, Panara notes the company has seen an increased demand for convenience in general in which shoppers are looking for grab-and-go items, single-serve packs, portion-controlled snacks and products that are easy to carry. The shift toward mindful snacking he identifies is directed by the new consumer attitude toward conscious eating, sustainability and overall health.

“This rise in demand has coincided with a more mindful consumer seeking health-conscious options. You see more offerings catering to different dietary preferences than you have in the past such as vegan, keto, low in sugar, plantbased, gluten-free etc. The consumer is snacking more than ever today, but it now is more of a balance between indulgent items and better-for-you options.

“Consumers want to enjoy a treat that aligns with their dietary prefer-

ence without overindulging. They make informed choices when it comes to ingredients and nutritional information but just as important is choosing products that align with their values when it comes to sustainability. Because of this, many brands are transforming their packaging to be more eco-friendly, sourcing ingredients responsibly and achieving sustainability certifications along the way. We have seen several of our brands update their typical pouch

Marc Panara at the global food company

says due to the category’s versatility, accessibilty and broad appeal confectionery products are likely to be purchased regardless of economic downturns

bag to a paper-based product,” says Panara.

Consumer behaviors and open communication

According to Porchet, spending patterns in travel retail vary significantly by nationality, influenced by cultural preferences, gifting traditions and price sensitivity. The General Manager states Middle East and Africa have the highest category footfall, conversion and pur-

According to m1nd-set, when selecting confectionery items, 67% of duty free shoppers consider it is important to find products with reduced packaging or eco-friendly packaging; 61% consider it is important to find products with eco-friendly ingredients

Otis McAllister

According to Philippe Moryl at Avolta, the retailer is seeing an increase in demand for self-consumption products in diverse formats, with bars and snacking formats tracking well

chase rate. There are also regional differences in terms of purchase occasions.

“For example, shoppers in the Americas over index versus global average for selfconsumption, while gifting purchases peak in MEA and sharing in ASPAC,” he says. “Understanding these nuances enables targeted product placement and marketing strategies that will maximize sales and shopper satisfaction.”

A profile of duty free confectionery shoppers in the MEA region by m1ndset shows they are more likely to be male, primarily millennials and Gen X, and traveling in standard class. Across the board, key drivers of confectionery purchases in the channel include value for money (21%), convenience (19%) and ample time to choose (17%). When selecting confectionery items, 67% of duty free shoppers consider it is important to find products with reduced packaging or eco-friendly packaging; 61%

consider it is important to find products with eco-friendly ingredients.

As a result of rising prices – particularly within the chocolate segment – companies now more than ever need to successfully communicate their messaging to the consumer in a timely but effective manner. Panara says this can be highlighted via sustainable packaging, as well as QR codes on pack that exemplify not only how products are sourced, but also how companies are working to lower their carbon footprint. Other information worth communicating: functional, clean ingredients, innovative flavors that highlight the local or regional culture and relevant certifications achieved. He explains, “These types of actions will help [brands] differentiate themselves from competition and other categories.”

On the same wavelength in regards to communication and transparency,

the Mintel 2025 Global Food and Drink Trends Report reads, “As disruptions to the food supply become more frequent, the industry will need to encourage consumers to accept and trust the new origins, ingredients and flavors that will emerge locally and globally.”

Avolta reacts in record time

In terms of passenger selection, Avolta’s Global Head of Category, Confectionery & Food, Philippe Moryl, reveals the retailer is experiencing a similar year compared to 2024 during which it

Philippe Moryl, Global Head of Category, Confectionery & Food, Avolta

saw a strong performance among local assortments and the premium segment. This confirmed the importance of sense of place among customers. According to Moryl, the retailer is seeing an increase in demand for self-consumption products in diverse formats, with bars and snacking formats tracking well.

He adds, “A new trend which has generated significant consumer interest is Dubai Chocolate, and we expect its success in the Middle East will continue to extend worldwide, with demand remaining very high.” As reported by The Future Laboratory, Dubai Chocolate Bar was included in 2024’s top performing #FoodTok trends.

Speaking about experiential marketing initiatives used to enhance confectionery engagement and impulse purchasing among passengers, Moryl remarks Avolta is always working in close collaboration with its brand partners to offer unique experiences to its customers based on personalization, exclusivity, tastings and gamification.

“The exclusive one-day Lindt Dubai Chocolade event we held at Zurich

Airport at the end of 2024 offers a great example of the way in which we can react quickly to respond to traveler trends and demands,” explains Moryl. “We were able to offer the much soughtafter Lindt Dubai Chocolate to our customers when the viral ‘Dubai Chocolate’ trend sweeping social media platforms was at its peak.”

Over the last two years, Avolta has been introducing healthier product options to its portfolio and will continue to do so. This will predominantly be seen across its mind.body. soul. store-in-store concepts, where the retailer works with local and global brands to offer health-focused snacks and confectionery.

“We are working with some of the leading premium chocolate brands including Lindt, Venchi, Pancracio and Baratti & Milano, as well as other more local brands to introduce more artisanal and premium confectionery options for our customers. From bespoke limitededition offers, to selections emphasizing a strong sense of place, we have a lot of exciting offers coming up this year,” says Moryl.

As seen on social When asked how social media is influencing experimental flavor innovation and demonstrating food as a form of expression, Seyi Oduwole, Foresight Analyst at The Future Laboratory, replied through platforms like TikTok, food trends can quickly gain momentum, leading to widespread consumer interest and impacting ingredient demand and supply chains. As seen in the case of Dubai Chocolate, the platform has the power to accelerate culinary trends and inspire product development.

“Additionally, social media channels are being utilized by brands to build hype for unique or limited-edition flavors. Social media can be used to tease new flavors, garner public interest, and create a sense of novelty around food products.

“Social media has also facilitated the intersection of food and personal expression. Food-related content and challenges often emphasize creativity and individuality, allowing users to explore and express their identities through culinary experimentation,” says Oduwole.

When it comes to experiential marketing initiatives used to enhance confectionery engagement and impulse purchasing among passengers, Avolta works closely with brand partners to offer unique experiences based on personalization, exclusivity, tastings and gamification

At the end of 2024, Avolta held an exclusive oneday Lindt Dubai Chocolade event at Zurich Airport, when the viral ‘Dubai Chocolate’ trend sweeping social media platforms was at its peak

The No Shells product line has almost quadrupled since launch.* No Shells are available in a convenient on-the-go size for easy snackability to satisfy all hunger levels. Get in on the action with No Shells Trilingual Packs.

AI delivering on engagement and autonomous retail From increased connectivity and efficiency to providing greater access to information, new tech is helping to grow hyper-personalization, elevate consumer expectations and save operational costs. We spoke to NITR and Mars Wrigley International Travel Retail (MWITR) about how the top confectionery brands are adapting marketing strategies and implementing Artificial Intelligence (AI) to deliver more engaging duty free campaigns and experiences.

“Driving shopper engagement in an evolving retail landscape requires a seamless and strategic approach across all consumer touchpoints. Our marketing efforts focus on converting travelers into shoppers by enhancing their journey with compelling interactions before, during and after their trips. Investments in digital and social media channels, in-store activations and post-trip engagement ensure that brands remain visible and influential at every stage. By creating immersive experiences that capture attention and spark curiosity, we address industry challenges such as

declining footfall and shifting consumer behaviors,” says Porchet.

For NITR, Porchet continues, innovation remains at the core of its promotional strategies, with an emphasis on dynamic, experience-led engagement that resonates with modern consumers, particularly Gen Z. Disruptive campaigns for brands like KitKat and Nestlé Sustainably Sourced leverage gamification, retailtainment and a sense of place across multiple touchpoints – online, in-store and at airports.

“The KitKat-led confectionery zone in Mumbai exemplifies this approach, integrating interactive experiences to captivate younger audiences. Our partnership with Formula 1 will further extend this engagement, using influencers and digital activations to inspire, connect and elevate the travel experience. Through advanced personalization techniques, including programmatic marketing and Dynamic Creative Optimization, we ensure that each interaction is tailored, impactful and seamlessly integrated into the shopper journey,” he details.

An De Volder, Market Director at

MWITR, touches on the importance of responsible execution and brand prioritization. “We see AI as a great opportunity to create personalized experiences, but it is something that needs to be done responsibly. The needs of the customer will always be a priority for us,” she says. “In travel retail, AI could potentially help with personalized shopping experiences, curated promotions and exclusive personal offers, as well as virtual assistants and AI driven visual engagement. Like other companies in this space, we will be looking and evaluating all these possibilities.”

As reported by The Future Laboratory’s Future Forecast 2025 Report, AI is reshaping the retail landscape, making autonomous shopping a reality in more stores. As retail robotics evolve this year, it’s declared in here that autonomous shopping systems will transform how people shop, consume and interact with everyday services.

“These innovations are paving the way for smarter living, where efficiency, personalization and cost-effectiveness are prioritized through advanced robotics and AI. From crafting premium coffee to tailoring drinks based on emotions, robots are becoming integral to delivering seamless, intelligent customer experiences,” reads the report.

Airports, which are known for their high passenger traffic, can benefit from the integration of autonomous retail solutions such as the continued implementation of AI-driven technology to facilitate just-walk-out shopping.

“Autonomous stores have the potential to significantly reshape the airport retail environment by enhancing convenience and efficiency for travelers. In the future, we can expect these stores to provide seamless shopping experiences, reducing the need for long queues and allowing travelers to quickly purchase necessary goods without interrupting their tight schedules,” explains Oduwole.

Health is wealth

As gifting drives 55% of confectionery and food sales at Lotte Duty Free, the retailer adapts its strategy to meet growing demand for functional products, premium experiences and sustainable options

by WENDY MORLEY

Shifting consumer priorities are reshaping the confectionery and food landscape at Lotte Duty Free, with health-focused products emerging as the dominant trend guiding the retailer’s strategy and product development.

“As health concerns increase around the world, consumer trends in food and confectionery in duty free stores are also changing,” says JaeEun Yoo, K-trend & Food Team Senior Buyer. “In particular, as health-conscious consumption spreads, demand for health functional foods such as low-sugar, high-protein, and functional snacks continues to increase.”

The transformation has prompted Lotte Duty Free to strengthen its product range accordingly. “In particular, we are expanding our offerings of products

with healthier ingredients, such as dark chocolate, vegan chocolate, low-sugar and low-calorie items, and gluten-free products. We are also continuously exploring collaborations with premium health food brands,” says Yoo.

Gift purchases lead sales

While health trends are reshaping product selections, gifting remains the primary driver of confectionery and food sales at Lotte Duty Free, accounting for approximately 55% of the category’s revenue.

“The demand for health supplements, chocolates and other gift items for family, friends and colleagues has been steadily increasing,” Yoo notes, adding that this segment shows the strongest future growth potential. “Duty free shoppers tend to purchase gifts for their

acquaintances during trips or business trips, and this consumption pattern is expected to continue.”

The company’s strategic emphasis on high-end products reflects its recognition of growing luxury demand in global travel retail. “Currently, we offer various premium chocolate brands, such as Godiva and Guylian, and exclusively sell Bacha Coffee’s exclusive products in our duty free stores,” says Yoo.

The retailer’s premium strategy deliberately targets affluent travelers by curating exclusive products not available elsewhere. Lotte Duty Free actively seeks limited-edition duty free items and partners with luxury brands to create shopping experiences that stand apart from conventional retail environments.

Diverse demographics

With a customer base spanning multiple nationalities, ages and cultural backgrounds, Lotte Duty Free has developed a nuanced approach to product selection that acknowledges these diverse preferences.

Lotte Duty Free’s diverse customer base shapes its strategic product offerings, with targeted selections catering to Chinese travelers seeking red ginseng products and Japanese shoppers favoring seaweed and chocolates

“Duty free stores cater to a diverse customer base in terms of nationality and age, so selecting brands and products that consider this diversity is crucial,” Yoo explains. This involves offering “not only traditional Korean foods but also chocolates, nuts, and vegan products that are preferred by Western and Middle Eastern customers.”

The retailer pays particular attention to its largest customer segments. “As the sales share of Chinese and Japanese customers is about 50%, we are striving to sell brands and products favored by these customers in a timely manner. For example, Chinese customers tend to favor red ginseng-related health supplements, while Japanese customers tend to favor seaweed and chocolates.”

Age demographics also influence product selection and presentation. “Younger customers prefer designs and trendy packaging that are suitable for social media sharing, while middle-aged and older customers show more interest in health supplements and high-end gift sets,” Yoo points out.

Experiential marketing

Understanding that duty free shoppers often make spontaneous purchasing decisions within limited timeframes, Lotte Duty Free has developed marketing initiatives focused on immediate product experiences.

“Considering the limited shopping time of travelers and their spontaneous buying patterns, the duty free store has

implemented various strategies focused on providing immediate product experiences and differentiated benefits,” says Yoo. These initiatives include tasting events that allow customers to sample products directly, alongside limitedtime discount promotions and exclusive gift-with-purchase offerings that shoppers cannot find in their local markets.

Moving forward, the retailer plans to expand its experiential marketing approach with strategies that enhance the shopping experience beyond simple transactions, focusing on customer engagement and enjoyment.

Supply chain resilience

Recent global challenges, including rising cocoa prices and logistics disrup-

tions, have prompted Lotte Duty Free to strengthen its supply chain management practices to ensure consistent product availability. “We are minimizing our supply risk by attracting various brands to reduce our dependence on certain brands,” Yoo explains. “This minimizes the impact of certain commodity price fluctuations or logistical issues, and allows us to reliably deliver a variety of products to our customers.”

The retailer has also implemented forward planning systems that anticipate potential disruptions. “We introduce pre-ordering methods that take lead time into account, making our supply chain more efficient. In general, we apply the pre-ordering method two to three months in advance to stabilize inventory and prepare for smooth product supply even in times of supply instability.”

Alongside these operational changes, Lotte Duty Free is increasingly focusing on sustainability initiatives, expanding its inventory of products with recyclable paper packaging and biodegradable films to reduce waste and promote environmentally responsible consumption. The retailer is also exploring potential partnerships with brands that source their cacao from Fair Tradecertified suppliers.

Premium chocolate brands like Godiva and Guylian form the cornerstone of Lotte Duty Free’s luxury strategy, attracting high-spending travelers with exclusive offerings and artisanal confectionery experiences

Health-focused products dominate Lotte Duty Free’s evolving confectionery strategy, reflecting global consumer shifts toward functional foods with specific benefits like immunity boosting, fatigue recovery and gut health

Going nuts in travel retail

With traveling consumers searching for healthier snacking options brands are becoming more innovative, introducing no-salt and high-protein offers along with new flavors

by HIBAH NOOR

With the demand for healthier on-the-go snacks – including nuts – on the rise, brands and suppliers are looking to meet that trend through innovative new products and marketing, both key to ensuring this category remains viable in the competitive travel retail space.

Wonderful Pistachios has seen incremental sales growth as a result of introducing new flavors to the market

still offers the delicious flavor of pistachios that consumers love,” he says. “With 36% of adults actively trying to reduce sodium in their diets, No Shells Unsalted is a tasty and healthy snack for travelers.”

According to James Kfouri, Director of Sales at Wonderful Pistachios, pistachios are a smart snack option known for protein, fiber, and better-for-you unsaturated fats. “Wonderful Pistachios has just released a new, roasted Unsalted No Shells variety that is sodium-free but

Wonderful Pistachios offer one of the highest protein snack nuts with six grams of protein per serving. The brand regularly incorporates protein-related messaging or imagery in marketing materials and campaigns. Key sales tactics include eye-catching POS displays and partnerships with professional athletes and sporting events to create awareness of pistachios protein content.

Kfouri noted the variation in Wonderful Pistachios pack sizes in travel retail. Smaller Wonderful Pistachios packs are preferred in the cruise channel while air travelers opt for slightly larger bags to account for layovers, security lines, delayed flights and transit snacking.

Flavor innovation

Kfouri says new listings for Wonderful Pistachios in Central and South America markets have proven very successful, exceeding expectations. He touches on a trend towards flavor innovation. “Wonderful Pistachios sees incremental

sales growth as a result of introducing new flavors to the market and reinforces the notion that new flavors create new consumer interest.”

Kfouri expects pistachio production to continue to grow in the next decade.

“Wonderful Pistachios’ short- and longterm goals are to create demand for pistachios through sales and marketing strategies that also grow distribution,” he explains. “While innovative marketing is certainly one of the keys to being successful in the pistachio industry, it is also imperative to be an efficient processor with the size and scale needed to handle ever-larger crops.”

ing and elegant gift options, which are unmatched in the channel. The merchandising solution, incorporating interactive digital tools elevate the brand offer above anything else in the market,” he adds.

The Mavis launch targets Asia Pacific and the Middle East.

Offering “something different”

Healthy natural snack options is a new category for Traveller’s Trove, which recently introduced Mavis Gourmet Nuts. Managing Director Gerry Murray says, “The sales growth of healthier options in the food category is something we have observed over recent years. The offer in travel retail is currently dominated by brands available in the mass grocery channel, offering the same product range.”

Traveller’s Trove aims to offer an exclusive, premium range which “offers something different”. “Mavis fills this opportunity with premium snack-

Murray underlines how the nut industry generated global retail sales of US$65 billion in 2024, about half that of global chocolate sales. “This clearly demonstrates the opportunity to grow the category in duty free and travel retail where it is currently markedly under-spaced, with a very narrow offer in many locations.” He believes travelers’ growing interest in healthier options, especially among younger travelers, is perfectly met by the nut category.

“We believe the category will expand substantially in the coming years with growth across all geographies. Mavis aims to be the dominant brand at the premium end of this market.”

Seeberger has expanded its product offer to meet the increasing demand for mindful snacking, with the trend having a positive impact on sales. New products include unsweetened Fairtrade pineapple and the Seeberger Mini Selection of nut and fruit mixes, with other in the pipeline.

Mavis is a newcomer to the Traveller’s Trove offer in travel retail

Looking to the future

“Seeberger is optimistic about the future, thanks to the increasing demand for natural snacks,” says Erlande Hagenbusch, Key Account Manager International. A new warehouse should be operational by 2026, laying the foundation to respond to growing demand while strengthening the company’s supply chains sustainably. A nut roasting facility opened in 2024, redefining Seeberger’s products and developing new taste experiences.

“Seeberger stands for conscious and natural snacking,” Hagenbusch adds. “Our nuts are the perfect choice; packed with valuable proteins and fats, they provide energy on the go or a thoughtful travel souvenir.”

On regional snacking preferences, she notes a preference in Asia Pacific for flavored nut ranges and almonds. Pistachios and cashews are strong in the Middle East with an increased demand for no additives, no added sugar, no added flavors or colors in Europe.

“This is an exciting category as consumers are looking for convenient ways to support their healthy lifestyle choices without compromising on a great taste experience,” she says.

While facing challenges related to climate change and cost pressures, Seeberger relies on long-standing partnerships and decades of experience to maintain product quality. “Our investment in the Ulm warehouse will significantly expand our storage capacity and further increase efficiency in logistics. This creates the basis for reliably meeting growing demand in the future and sustainably strengthening our supply chains,” Hagenbusch adds.

“Nuts is a subcategory wherein both savory and healthy tend to overlap”

Kreol Arakulath, Executive Director, Kreol Group notes how the preference for natural snack options has retailers dedicating more shelf space to health and wellness categories.

“However, we find that while consumers express a strong preference for healthier products, they are not always willing to pay the premium associated with ethical sourcing and health-conscious ingredients,” he says.

Kreol is collaborating with brands that offer healthier alternatives without an excessive price barrier, “ensuring that these options remain viable in the competitive travel retail space. Nuts is a subcategory wherein both savory and healthy tend to overlap.”

Kreol Group represents UAE nuts brand ‘Best’ in travel retail and is partnering with nut specialist Abu Auf, Egypt’s leading specialty food retailer.

Considering value-added nuts, Kreol sees a strong demand for spicier coatings, particularly in the Indian subcontinent and the

Arabian Gulf. In other regions, there is a stronger preference for classic roasted or lightly salted varieties.

“In travel retail, we typically categorize products based on self-consumption, gifting, or sharing. With nuts we see an additional trend with larger pack formats not necessarily purchased for sharing but rather for use as ingredients in home-cooked meals. Understanding these nuances allows us to tailor our product mix and marketing strategies to align with regional consumption patterns,” he explains.

Arakulath anticipates a strong growth trajectory for nut consumption in travel retail. “Our experience in driving this growth, particularly through our representation of Pringles in travel retail over the past year, has reinforced our belief that nuts, as a versatile and healthy savory option, are well-positioned to capture increasing demand.”

The increasing demand for mindful snacking is having a positive impact on sales, according to Seeberger’s Erlande Hagenbusch

Abu Auf, Egypt’s leading specialty food retailer offers a variety of nuts

A rise in functional snacking

With a focus on the snackification of healthy food and the supersnack category, a look at how food and confectionery is now aligning with health and nutrition goals

by LAURA SHIRK

As reported by The Future Laboratory’s Future Forecast 2025 Report, the snacking industry is undergoing a transformation as consumers seek nutritious, convenient and flavorful options to replace traditional meals. “As demand grows for nutrient-dense, portable foods, the supersnack category is set to redefine how we think about eating on the go, offering strategic solutions for today’s health-conscious consumers,” it reads.

While the definition of comfort food is broadening, better-for-you alternatives and functional snacking is on the rise. Packing in enough protein on the daily is steadily becoming a leading

nutritional concern among many people – and most are checking ingredient lists to stay on track.

“Traditionally, snacking was often seen as an unhealthy quick fix, but the rise of supersnacks is transforming this image by aligning snacks with health and nutrition goals,” says Seyi Oduwole, Foresight Analyst at The Future Laboratory. “[Supersnacks provide a strategic opportunity to enhance nutritional intake throughout the day, making them a convenient, appetizing and healthy choice. Brands are reimagining how protein can be a key communication tool as consumers embrace the snackification of healthy food.]”

As highlighted in the strategic fore-

sight consultancy’s Functional Feasting – Food and Drink Futures 2024-2025 Report, the global personalized nutrition market was valued at £8.8 billion in 2022 and is expected to reach £36.2 billion in 2032 (source: Spherical Insights). Plus, 6 in 10 people are cutting back on sugar to avoid future medical issues (source: Kerry) and consumers want snacks that boost energy (75%), improve mood (74%) and align with fitness goals (70%) (source: Mondelez International).

“This desire for nutrient-dense, portable foods means the supersnack category aims to deliver more with less, packing in essential macro and micronutrients without sacrificing convenience or flavor. We are seeing consum-

Werther’s Original Sugar Free Butter Candies (80 grams)

Ritter Sport mini Colourful Variety Tower Pink (250 grams) and mini Colourful Variety Pouch Pink (500 grams)

consumer

evolve,

ers embrace what we call ‘Functional Feasting’ and F&B brands can leverage this celebratory mood by offering snacks that pack a punch on the go,” comments Oduwole. “The supersnack category’s emphasis on health-supporting benefits is reshaping snack time as a wholesome, strategic part of daily nutrition, rather than a compromise on health.”

Brands in action

Research by The Future Laboratory suggests that future snacks will function almost like edible supplements, benefiting both mental and physical health. With the evolution of confectionery in mind, Global Travel Retail Magazine connected with several brand names in travel retail to learn more.

As science advances and people’s needs change, Kellanova continues to look for innovative ways to enhance the nutrition profile of its foods, while maintaining quality taste. Since 2018, the company has reduced the salt in its top six Pringles flavors in Europe by nearly 25%.

According to Reijnders, tasty single serves that are easy to incorporate into a busy lifestyle are in high demand, especially when away from home or traveling. Featuring its convenient, resealable packaging, Pringles is available in different formats: small cans for individual consumption and large cans for sharing. “We have observed that convenience buying (for snacking) is becoming increasingly important in

the travel retail market. So currently, we are working on placement of displays with different packaging types at various spots in the airport stores,” she says.

In other news, Storck UK has developed a sugar-free alternative to its iconic Werther’s Original Butter Candies to offer travelers. The company has a broad offering across its global brands of merci, Toffifee and Werther’s Original to meet various purchasing missions such as self-treat, gifting and sharing, as well as indulgence.

“Snacking is often tied to emotions, with consumers seeking comfort, energy or indulgence during travel,” comments Vanessa O’Farrell, Strategic Planning Controller at Storck UK & Global Travel Retail. “We always prioritize the best taste and highest quality of our products and never compromise our recipe. Consumers want to indulge and treat themselves, so we offer them the best products so that they can make a balanced choice. Our initiatives aim to meet the evolving needs of travelers, including offering the right assortment, personalized engagement, a tailored shopping experience and topquality products.”

In the case of German chocolatier Ritter Sport, its goal is to keep chocolate as pure as possible. “We recognize that naturalness and authenticity are becoming increasingly important drivers of consumer behavior. At the same time, enjoyment remains our top priority,” shares Marketing Manager Global Travel Retail Nicole Miltenberger. “Our aim is to combine the demand for natural and high-quality ingredients with the ultimate taste experience.”

Most of the brand’s chocolate contains no added flavors. If necessary, Ritter Sport uses essential oils derived from natural ingredients such as peppermint oil. Miltenberger adds, “This conscious decision ensures that we provide our consumers with an unadulterated taste experience, while also giving them the confidence to enjoy a product made with high-quality and natural ingredients.”

preferences

Kellanova continues to find innnovative ways to enhance the nutrition profile of its foods, while maintaining quality taste

Cause for celebration

Global Travel Retail Magazine hears from leading confectionery players

Kellanova and Perfetti Van Melle about permissible indulgence and the category’s

rule rebellion trend

by LAURA SHIRK

The latest Chupa Chups lollipop sharing bag offers a trio of new flavors: Sour Apple, Sour Lemon and Sour Strawberry

Ahead of 2025, market research company Mintel announced the rule rebellion trend on its way to reshaping the confectionery category. As reported by Confectionery News, rather than one-size-fits-all, the trend is said to take inspiration from personalization and customization trends in the case of formulations, packaging and engaging experiences that showcase uniqueness.

At the center of this mindset is the rise of permissible indulgence and the evolution of rule rebellion around the pushing of boundaries and the tackling of social stigmas.

“The confectionery industry has looked at edging beyond ‘norms’ through an environmental, sensorial and experiential lens,” reads the source. “The rule rebellion [trend] brings all

these elements together, encouraging brands to tap into consumer calls to celebrate the ‘perfectly imperfect.’”

Self-acceptance and

“me-time”

snacking

According to Mintel’s 2025 Global Food and Drink Trends report, consumers worldwide are becoming more comfortable with opening up about their acceptance of themselves, as well as shedding light on their personal habits and consumption patterns.

“Kellanova embraces balance between indulging and balanced snacking. With Pringles we emphasize the fun of enjoying snacks as a ‘me-time’ treat and sharing with others. This makes sense especially in travel retail, where consumers are having a break from their ordinary lives and more open to [an]

‘imperfect lifestyle’ or indulgence,” says Jeanne Reijnders, Lead Global Travel Retail Duty Free, Kellanova. “We celebrate finding more balance with them by offering salty snacks in a playful way.” Consumers and stakeholders alike are still reeling from Mars’ major move in which it acquired Kellanova, the snacks spin-off division of Kellogg’s, last year at the price of US$35.9 billion. Featuring well-known brands such as Mentos and Chupa Chups, the Perfetti Van Melle product range also links to this sense of rebellion. From its fruity flavored Mentos Gums and wide range of Mentos Jumbo Rolls to its Chupa Chups lollipops in Classic to Sour, indulgence is at its core. According to Lauren Potter, Marketing Manager – Global Travel Retail at Perfetti Van Melle, there is something for everyone

The Feeling Berry Good Mentos Jumbo Roll, featuring flavors Cherry, Blueberry and Raspberry, will include eight rolls and refresh the brand’s Berry Mix Jumbo Roll variation

to express themselves through their confectionery choices. Potter comments, “Indulging with a sweet treat whilst on the go is a common consumption moment within travel. However, further social acceptance should have a positive impact on consumer decision-making when exploring the confectionery aisle.”

Embracing the perfectly imperfect Coming up, with this type of rulebreaking innovation in place, the future could see new brand collaborations and formulation choices enter the market on the way to reaching new heights in tastes and textures.

Speaking about the potential for confectionery companies to draw upon each other’s brand presence, products and positioning to create new sweet treats or subcategories, Reijnders

This year in travel retail, Kellanova will further increase the in-store experience with personalized gondolas, joyful activations and the introduction of new travel retail exclusive products in the premium and novelty gifting price ranges

explains, “At Pringles, we love to partner with other companies to offer surprising and unique experiences to our consumers. Whether it’s to offer unique prizes or let them taste new flavors, Pringles is all about fun, adventure and quality time, alone or with friends.”

She continues, “The ‘perfectly imperfect’ trend matches well with our vision, as we seek to include all types of consumers and let them be who they are, while encouraging them to share that with others.” Since consumers are becoming more open to trying and being surprised by innovations, and taking part in activations for the chance to win prizes, Kellanova is always seeking to find exclusive partners to bring unique offers to the market.

Whether within the confectionery category or wider, collaboration is key

for Perfetti Van Melle. The team is working with The Coca-Cola Company on its Mentos Fanta partnership worldwide, which includes the Mentos Fanta Jumbo Roll as part of its global travel retail (GTR) portfolio. It also works closely with entertainment licenses to develop GTR exclusives such as its Hello Kitty Colour Kit and San Rio Tins, both of which include Chupa Chups lollipops.

A glance at the future

With an understanding that impulse purchasing is increasing in importance within the channel, Kellanova has teamed up with travel retail research agency m1nd-set on its upcoming launch to ensure it captures the demand of the consumer. More details to come.

“Whether it’s for their own consumption or as an exclusive branded gift to offer, shoppers in global travel retail are looking to share love and experiences through food. Therefore, we are planning to extend gifting and food experiences within the travel retail landscape,” says Reijnders.

In 2025, Pringles will deliver playful campaigns to offer unique treats to its consumers on various occasions including gaming, music and the summer season. In travel retail, Kellanova will further increase the in-store experience with personalized gondolas, joyful activations and the introduction of new travel retail exclusive products in the premium and novelty gifting price ranges.

Separately, Perfetti Van Melle will launch two new products this year. The Feeling Berry Good Mentos Jumbo Roll, featuring flavors Cherry, Blueberry and Raspberry, will refresh its current Berry Mix Jumbo Roll and include eight rolls. The extension of the Chupa Chups lollipop range with a new sharing bag that offers a trio of new flavors: Sour Apple, Sour Lemon and Sour Strawberry, will tackle the growing popularity of the sour flavor profile.

Navigating Gen Z tastes

Hot on the heels of its successful launch for the Mondelez Travel Collection, Mondelez World Travel Retail is looking at the rest of 2025 with an optimistic frame of mind. Global Travel Retail Magazine talks to Anna Somogyi, Director Category, Customer & Shopper Marketing WTR at the Swiss-based confectioner

by ALISON FARRINGTON

Mondelez World Travel Retail (Mondelez WTR) is predicting growth this year, despite difficult market conditions. “With every challenge comes opportunity and right now, we are listening closely to our consumers to adjust and adapt our portfolio to meet their evolving needs,” says Anna Somogyi, Director Category, Customer & Shopper Marketing at Mondelez WTR. It is no secret that penetration has been low across the sector [in GTR], and coupled with navigating price sensitivities from some demographic groups and a Gen Z cohort that is traveling more but making fewer purchases, Somogyi explains the company’s roadmap in 2025 is all about understanding its customer base more deeply.

“Our strategy is centered around insight-driven innovation to increase penetration and conversion in a way that speaks to the current demands of today’s shopper segments. We know they want convenience, added value and greater differentiation, and by ticking these boxes, we can deliver a dynamic portfolio that rises above the roadblocks. By understanding the differences among key traveling nationalities and age groups, we can better advise our partners on how to win in key locations,” she says.

Mondelez WTR is using insights across traveler preferences in the duty free environment to adopt a targeted approach. Somogyi cites that 27% of Gen Zs shop for convenience, which is considerably higher than the global

Anna Somogyi, Director Category, Customer & Shopper Marketing at Mondelez World Travel Retail

Activations such as Toblerone Praline’s ‘Win a Diamond’ campaign help to drive conversion and penetration

shopper average of 19% (source: m1ndSet: Gen Z). 25% of shoppers prefer not to have too many items in hand, further highlighting the demand for convenience in the channel.

“Our response is to make the confectionery category as easy as possible to navigate through clear brand signposting, interactive displays and engaging staff,” she adds.

Mondelez WTR is renewing its commitment to sense of place and travelers can expect greater differentiation and personalization through the product portfolio and packaging. At a campaign level, Mondelez WTR will continue to champion experiential confectionery activations and unique shopping opportunities that can only be found in travel retail.

Exclusivity rules

Exclusivity makes up a significant part of Mondelez WTR’s strategy to drive conversion in the channel. With a third of shoppers saying they look for items they can’t find at home (source: Horizon TRaCS (2012-2024) and 80% willing to pay more for a distinct shopping experience (source: Unibail-RodamcoWestfield, 2020), Somogyi notes this approach is used to provide greater purchase motivation to travelers.

“By creating travel retail exclusive campaigns, Mondelez WTR incentivizes travelers to buy items that are not available in domestic markets. Our Travel Collection pack is only available in the channel and has enjoyed a strong performance,” she comments.

Exclusivity goes beyond products

and shapes many Mondelez WTR campaigns, says Somogyi. “From Toblerone Praline’s ‘Win a Diamond’ campaign to Cadbury’s 200th Anniversary campaign, we drive penetration and conversion by delivering moments that are unique to the channel.”

Regional nuances are an important differentiator for Mondelez WTR. “By gaining a deeper understanding of the unique connections different nationalities have with our brands, we can tailor our travel retail programs to better meet their needs,” says Somogyi. These special offers reflect the local essence of key locations. According to her, with hero brands like Cadbury in the UK, and Marabou and Freia in the Nordics, Mondelez WTR provides brand experiences that bring the distinct taste of the nation to life.

Experience is to personalize

Mondelez WTR is eyeing more experiential shopping moments in order to attract Gen Zs and millennials, who at 49% and 48% (source: m1nd-set) respectively, show the biggest interest in this activity. “We know that Gen Z’s purchase rate is lower than other groups, so we activate our ‘delivering unique experiences’ pillar from our category vision for engaging campaigns that go beyond a product, to ensure we are driving conversion,” explains Somogyi.

Mondelez looks to personalization strategies as a key conversion driver. “Personalization has many forms but at its core, it’s about delivering a positive experience that makes people feel special and when it is done well, it can increase revenue by 40% (source: McKinsey),” says Somogyi.

From Cadbury messaging ribbons to Toblerone sleeve printing stations, Mondelez WTR’s strategy is to provide consumers with more ways to express themselves and turn their purchases into meaningful moments. Somogyi rounds off by highlighting the ‘Say it with Milka’ campaign which reflects this approach via emotive messages: ‘Thank You’, ‘With Love’, and ‘Happy to see you.’

Toblerone sleeve printing stations help travelers tap into more emotive and personalized experiential shopping moments

Mondelez WTR’s Toblerone Praline launch campaign brought the new product to life with digital elements and a sampling opportunity, to create a strong purchase moment

Head of Global Travel

Peter Zehnder discusses the Swiss chocolatier and confectionery company’s strategy for growth in travel retail, its ‘window to the world’ approach and its focus on innovation

by HIBAH NOOR

Swiss chocolatier and confectionery specialist Lindt & Sprüngli has found itself in an enviable position in travel retail. That’s according to the Swiss chocolatier and confectionery specialist’s Head of Global Travel Retail Peter Zehnder.

He puts Lindt “at the forefront of remarkable growth in the chocolate category in 2024, consistently outperforming the category.” However, this achievement, he says, was no stroke of luck. It was the result of a clear and strategic vision centered on premium quality, innovation, and “an unwavering commitment to delivering the best possible experience to our consumers.”

Zehnder attributes Lindt’s growth to three factors. “First, our commitment to premium quality and innovation ensured that travelers always had something new and exciting to discover… we stayed ahead of evolving consumer preferences.” Zehnder cites the travel retail-exclusive launch of Lindt Napolitains Captain Cocoa & Captain Skyla, to

drive the family-sharing opportunity, as a good example.

Secondly, he notes, the strong partnerships the company enjoys with global travel retailers, optimizing assortment and elevating in-store visibility, and thirdly, a focus on enhancing the shopping experience with engaging activations and immersive merchandising.

Zehnder also emphasizes Lindt & Sprüngli’s focus on sustainability.

“We know that today’s consumers care deeply about the environmental impact of their purchases, and we have taken significant steps to ensure our packaging and operations align with these values – without ever compromising on the quality they expect from Lindt.”

Zehnder says this approach is consistent across the entire business.

Lindt & Sprüngli has five key Sustainable Packaging Commitments to support the circular economy:

• Sourcing 100% of pulp- and paperbased packaging from a certified supply chain by 2025

Peter Zehnder, Head of Global Travel Retail, Lindt & Sprüngli

The premium Lindor format targets gifting

Lindt Dubai Chocolate encouraged customers to ‘taste the Lindt difference’

• Making at least 45% of its packaging from recycled materials and reduce the use of virgin plastic

• Continuously and proactively challenging its entire packaging portfolio

• Having over 70% of its plastic packaging recyclable by 2025

• Designing over 90% of its packaging to be recyclable by 2025

Some 91.4% of the materials used in 2024 were designed to be recyclable, aligning with Lindt’s overarching goal to reduce environmental impact. Longterm research focuses on innovative, often paper-based packaging solutions for various applications, such as trays or wrappers. However, as Zehnder explains, it can take years before these are market-ready and scalable.

Focus on gifting

Insights from the company’s POLARIS shopper study show that shoppers are willing to spend more when buying for others and seek out trusted premium

brands. These two dynamics, Zehnder says, “play perfectly” to Lindt’s positioning in the category. “Sense of place elements and strong visual gifting cues are ways for us to make our offer standout on shelf and signpost gifting options more effectively.”

A ‘window to the world approach’ offers travelers a taste of Lindt through both global and regional inspirations.

“Whether it is a city-themed collectible tin, a locally inspired flavor, or a beautifully designed premium box that makes for a perfect souvenir, our travel retail exclusives create lasting memories. By continuously innovating in this space, we reinforce our premium positioning while giving travelers something truly unique to take home.”

Innovation and exclusivity

“Innovation at Lindt is always driven by consumer insights and emerging trends,” Zehnder says. “We listen closely to our customers and track evolving taste preferences to create flavors that

excite and delight. Take Salted Caramel, for example. We identified a growing demand for indulgent yet sophisticated flavor combinations and introduced it in a travel retail exclusive LINDOR format.

“This element of exclusivity is key in travel retail. Travelers want a sense of discovery, and by offering flavors they cannot find elsewhere, we enhance the appeal of Lindt’s premium chocolates.”

According to Zehnder, launching innovative Captain Cocoa and Captain Skyla lines in 2024 was a big step for the company. The range features small, portion-controlled wrapped pieces and focuses on milk chocolate, minimizing allergen concerns. It marked the first time Lindt created a dedicated product range for the entire family.

“It has been incredibly rewarding to see how well this range has been received,” Zehnder says. The range has achieved listings at key locations worldwide, including Zurich Airport, São Paulo Airport, and in Shanghai, its launch supported by high-profile promotions in selected locations, inviting shoppers to ‘travel the world with Captain Cocoa and Captain Skyla’. “Their global appeal is evident, with notable performance across key travel retail locations, including Ezeiza, Zurich, Istanbul and Bangkok Airports. The range has performed exceptionally well in smaller locations, too.”

Zehnder hints at further innovations.

“While we are still in the early stages, we are excited about the potential for expansion into other chocolate categories.”

The success of Lindt Dubai Chocolate has inspired the company to explore similar exclusive offerings in key travel hubs worldwide. “We will always look to explore new ways to create chocolates that capture the essence of different regions, drawing inspiration from local ingredients, textures, and cultural influences. We want to continue delivering special experiences that make travel even more memorable for chocolate lovers around the world,” Zehnder concludes.

A rare find

by LAURA SHIRK

PIn 2025, the company will introduce seven SKUs in its stand-up bag format (available in two sizes)

resently, Ghirardelli Chocolate Company is focusing on high-growth channels and premium visibility within global travel retail. The channel is described as a crucial engine for achieving the company’s US$1 billion revenue target by 2027. “Considering it is largely untapped territory for us outside North America, the potential is substantial,” says David Dulyx, Director of Sales. “Our plan involves building upon our 175-year legacy, spotlighting our top-selling items that resonate with international travelers and cater to key purchase moments. Furthermore, we

intend to concentrate on prominent airport locations, ensuring prime product placement and a compelling retail experience.”

Tackling travel retail

Ghirardelli’s travel retail initiatives include targeting strategic partnerships and listings within MEIA (Middle East, India and Africa), APAC (Asia Pacific) and LATAM (Latin America). In 2025, the company will introduce seven SKUs in its stand-up bag format (available in two sizes). As noted by Dulyx, these assortments were specifically selected for their widespread popularity and

David Dulyx, Director of Sales at Ghirardelli Chocolate Company

Customers can anticipate engaging displays that highlight Ghirardelli’s brand heritage, sampling opportunities and creative storytelling that underscores the quality and craftsmanship of its products

Ghirardelli aims to tap into the rise of self-consumption by enhancing the impulse appeal of its medium bags through attractive packaging and strategic placing in-store

that unique position in travel retail, where trusted brands are highly sought after,” shares Dulyx.

Emerging trends and rising cocoa prices

strong appeal to the international market. “Our offerings aim to showcase Ghirardelli's commitment to superior quality, enticing travelers seeking indulgent treats during their journeys,” he explains.

Active discussions are underway with major industry players like Avolta and Ospree Duty Free, along with various other retailers and distributors.

“We anticipate that these launches will serve as a springboard, significantly enhancing our global brand recognition and unlocking further opportunities within the travel retail sector,” comments Dulyx.

Beyond product development, the company’s travel retail strategy consists of investing in activation concepts and specialized point-of-sale materials designed to create memorable experiences for travelers at key airport locations. Customers can anticipate engaging displays that highlight Ghirardelli’s brand heritage, sampling opportunities and creative storytelling that underscores the quality and craftsmanship of its products.

“It’s rare to find a brand as historically significant and iconic in the US that's not yet widely available outside its home market, and we plan to leverage

Recognizing the growing preference for local and gourmet food items, Ghirardelli is enhancing the consumer retail experience. More and more shoppers prefer distinctive presentations and engaging interactions, comparable to those seen in gourmet food halls. Dulyx says Ghirardelli is embracing this trend by launching travel exclusive products that emphasize its rich heritage and artisanal craftsmanship, ensuring a premium experience that aligns with consumers’ desires for quality and authenticity.

Also on the rise is self-consumption, with more individuals purchasing gourmet chocolates and snacks to enjoy while traveling. According to the Sales Director, the company is capitalizing on this trend by enhancing the impulse appeal of its medium bags through attractive packaging, strategic placements in retail environments and pricing points that connect with its desired consumer base.

Speaking about how the company is navigating the volatility in cocoa prices and offsetting the additional cost of raw materials, Dulyx says Ghirardelli is leveraging synergies within the group to achieve efficiency gains and mitigate the increase in the cost of ingredients. It is believed that shoppers in key travel retail markets will “trend up” as they continue to shop the best value for their money.

“Ghirardelli will keep focusing on its premium chocolate offering overall, and within the travel retail channel we will focus on the special history and story behind the brand, as well as the exclusivity to the channel across international markets,” he states.

strategies in bitter times Sweet

Amid unprecedented cocoa price volatility, premium chocolate manufacturers are innovating beyond simple reformulation to protect brand integrity, enhance customer experiences, and explore sustainable alternatives while maintaining the quality and authentic indulgence that travel retail consumers expect

by WENDY MORLEY

Unprecedented cocoa price volatility has pushed travel retail confectionery brands to rethink their strategies while not compromising on the quality that global travelers expect. With prices reaching historic highs in early 2025 and continuing to fluctuate unpredictably, industry leaders are implementing varied approaches to navigate these challenging market conditions.

“Today’s market price for cocoa still sees the unpredictable fluctuations as in the previous year without building the expectation to come significantly down soon,” says Sven Adriaenssens, Senior Channel Manager Duty Free & Travel Retail at Guylian.

The Belgian chocolate manufacturer has maintained its focus on seasonal opportunities despite the challeng-

ing conditions. “With Valentine’s Day being traditionally the first peak for the gifting category in the calendar year, we stood out well with dedicated ‘Pick & Fly’ installations at Brussels Airport,” Adriaenssens explains. “Much of our dedicated Valentine’s assortment performs stronger than before due to a shift in appeal, moving from the usual red heart color to a more sophisticated balance with pink.”

This commitment to seasonal celebration has expanded beyond traditional occasions to other seasonal celebrations including Eid, Diwali and Chinese New Year.

Maintaining trust

Unlike some competitors who may adjust product sizes to maintain price points, Guylian has taken a different

Strategic foresight consultancy The Future Laboratory explores next-generation confectionery that balances indulgent flavors and mouthfeel with nutritional benefits

Mondelēz International’s Cocoa Life program represents a US$1 billion commitment through 2030 to support sustainable cocoa sourcing in key producing countries

approach to navigate rising costs. “We strongly believe that in the longer term, shoppers rely on trust in a brand and its values. For that reason, we are not changing any of our pack sizes nor their net weights,” says Adriaenssens. “Without any doubt this creates pressure on the retail price points, but a consumer knows what to expect and will reward the brand with loyalty, especially in the premium chocolate category.”

The company is simultaneously expanding its range to accommodate various price sensitivities, expanding its offer with smaller pack sizes like the Seashells Original Praliné 65 grams, now also available in Dark Praliné.

Beyond price considerations

For Mondelez World Travel Retail, addressing the cocoa crisis extends beyond managing costs to focus on delivering exceptional experiences. The company’s approach aligns with evolving traveler expectations.

“Industry insights reveal a shift in what traveling shoppers are looking for

in the channel,” says Anna Somogyi, Marketing Director at Mondelez World Travel Retail. “Their main purchase motivation is no longer based on price alone, rather it is now about the shopping experience; 45% of shoppers say experiential shopping moments are a key purchase driver, ahead of promotion at 43%.”

This insight has guided Mondelez’s strategy for balancing rising costs with consumer value perception. Personalization has emerged as a key differentiator in this approach.

“One of the ways we are adding extra value to our portfolio is through personalization, a key trend that consumers today expect from businesses,” Somogyi says. “By integrating digital tools like photo boxes and customization printers, we take a simple purchase moment and transform it into a long-lasting memory. A great example of this is the Toblerone sleeve printer which allows consumers to add text and images to their sleeve to make a completely unique product.”

Sustainability amid volatility

Both Mondelez and Butlers Chocolates emphasize their ongoing commitment to sustainable cocoa sourcing despite market pressures.

“Cocoa Life is Mondelēz International’s global cocoa sustainability program,” says Somogyi. “As one of the world’s leading snacking companies, it is a major priority to make our most important ingredients, such as cocoa, right.”

This program represents a substantial financial commitment. “Launched in 2012, Cocoa Life is a US$1 billion investment by Mondelēz International through to 2030 to help make cocoa sourcing more sustainable in key cocoa producing countries.”

Butlers Chocolates has similarly prioritized sustainability before the current market challenges emerged. “For many years now, we have been using sustainably sourced cocoa and have paid a premium on our chocolate that is used on the ground to help cocoa farmers in all that they do,”

Guylian's Valentine's Day “Pick & Fly” installations at Brussels Airport, featuring the brand’s shift from traditional red hearts to “a more sophisticated” balance with pink

Butlers Chocolates’ premium Milk Chocolate Café Collection reflects the Irish brand’s unwavering commitment to exceptional taste and quality

notes Aisling Walsh, Marketing Director at Butlers Chocolates.

The Irish company’s sustainability efforts extend beyond financial support. “Education and assistance to farmers on agroforestry processes is an important part of ultimately helping to improve cocoa output,” Walsh adds.

When asked about reformulation as a potential cost-saving measure, Walsh is unequivocal: “As a premium brand with a loyal customer base who want and expect great tasting, highquality chocolates using fine ingredients, we are not looking at reformulation. Taste is of paramount importance to us and not something on which we will compromise.”

Industrywide impact

The effects of cocoa price volatility extend across the entire confectionery sector, requiring brands to take varied approaches to maintain their market position while preserving product integrity.

Nicole Miltenberger, Marketing Manager Global Travel Retail at Ritter Sport, acknowledges the widespread

impact: “The entire industry has been affected by these increases, with many pricing adjustments having to be made,” she says. “How this will develop in the long term, where prices will stabilize, and how demand will evolve remains to be seen,” Miltenberger notes. “Based on these developments, appropriate measures will be derived accordingly.”

Despite these uncertainties, Ritter Sport maintains its focus on product quality. “Our commitment is to continue offering high-quality chocolate with the best taste,” Miltenberger affirms.

Future-forward alternatives

As traditional chocolate manufacturers navigate current challenges, futurefocused solutions are emerging in parallel. The Future Laboratory, a strategic foresight consultancy, has identified changing consumer preferences that may shape the confectionery landscape amid continued cocoa volatility.

“Consumers continue to seek indulgent experiences in their diet, with nonessential purchases being driven by the need for escapism and mood enhancement,” explains Seyi Oduwole, Fore-

sight Analyst at The Future Laboratory. “However, this indulgence is increasingly expected to come without guilt or moral value. Products that combine intense flavor with health benefits are becoming more appealing.”

This shift is driving innovation in chocolate alternatives. “In the cocoa sector, cocoa-free chocolate brands are emerging as popular options due to rising cocoa prices and shortages,” says Oduwole. “These alternative products need to closely mimic the taste and mouthfeel of traditional chocolate to attract a mass audience.”

The trend extends beyond mere substitution to creating new value propositions. “The US company Oobli uses sweet proteins from fruits to reduce sugar content significantly in their chocolate bars while maintaining indulgent flavors,” Oduwole notes. “Companies like Mez Foods are employing ingredients like mesquite for a chocolatey flavor profile, offering high-protein, dairy-free, and gluten-free options.”

These innovations represent a potential strategic direction for the industry. According to Oduwole, this can not only drive product development but also reshape consumer expectations by presenting healthier, indulgent snacks that accommodate different dietary needs.

Nicole Miltenberger, Marketing Manager Global Travel Retail at Ritter Sport

Growing the biscuits category

The increasing consumer demand for biscuits – a category which has diverse appeal but been described as under-developed in global travel retail (GTR) – is prompting the development of new products, new flavor variations and innovative marketing to capture the interest of travelers.

With a focus on innovation and sustainability in new product development, key brands note strong growth in the category, driven by increasing consumer demand for premium gifting options, convenient alternatives to chocolate, and products that emphasize indulgence and quality.

Ferrero Travel Market has expanded its biscuit offer, aiming to offer “something to suit everyone” while The Hershey Company is establishing Reese’s

Increasing consumer demand for biscuits in global travel retail is seeing brands take a new approach to the category

by HIBAH NOOR

presence in the biscuit segment with a new Reese’s Dipped Animal Crackers line.

Wafer specialist Loacker is celebrating its centenary anniversary this year, adding a new touch to its strong ‘Goodness is a Choice’ campaign and Walker’s Shortbread is intent on offering localized, premium products.

Diverse category

“Because the appeal of the biscuits category is so diverse, there are many different consumer preferences to fulfill,” says Sonia Cobos Rovira, Ferrero Travel Market Brand Manager Biscuits. “It’s actually a broad target demographic, encompassing all age groups and nationalities, across all price points. Some travelers purchase for snacking

and self-consumption, others are looking for more premium gifting items.”

Rovira underlines Ferrero’s investment in leveraging the potential of what she describes as an “under-developed category” in global travel retail.

“We have enjoyed significant success with our ground-breaking La Biscotteria range, which will be further expanded in 2025 with the roll-out of Kinder Kinderini,” Rovira adds. This will be supported by an Augmented Reality experience through Applaydu, Kinder’s digital platform of thematic islands, and a GTR-exclusive ‘Emotiverse’ Kinderini island, created to help children explore and develop their emotional side.

Ferrero will support its new Fine Biscuits offer in targeted markets, harnessing ‘local jewels’, such as Royal Dansk,

Ferrero Travel Market’s ‘local jewels’ like Royal Dansk offer travelers a journey into tradition

Ferrero Travel Market has expanded its biscuit offer, aiming to offer “something to suit everyone”

TRAVEL WITH NATURE

The power of 13 Swiss alpine herbs

“Success in this space requires localized product offerings, premium packaging, and innovative flavors”, says Walker’s Shortbread’s GTR Manager May Ngai

Fox’s, Paterson’s and Delacre. “This Premier Biscuit League offers travelers a journey into tradition, and satisfies shopper demand for quality and innovation,” she says.

Exploring opportunities

Rovira is adamant the demand for biscuits in GTR is growing. “Biscuits cover all need-states, and as more retailers recognize the potential of the category, more brand owners are capitalizing on the additional space and activation opportunities available, in order to drive engagement and incremental sales for all stakeholders.”

While many consider biscuits as a snacking/self-consumption purchase, Ferrero believes there are further opportunities to exploit in GTR within the gifting segment, especially if the offer is elevated through premium and/or exclusive packaging.

“Biscuits are a safe and appreciated gift choice across many different cultures. They can also be customized to accommodate regional and seasonal specialties,” Rovira concludes.

Meeting customer preferences

According to May Ngai, GTR Manager, Walker’s Shortbread, the biscuit category in travel retail is evolving in response to shifting consumer preferences, driven by a combination of indulgence, health consciousness, and gifting trends. “Success in this space requires localized product offerings, premium packaging, and innovative flavors tailored to regional tastes and demographic expectations,” she says. “Brands that embrace sustainability, convenience, and exclusive travel retail innovations will continue to attract global travelers.”

Ngai notes the varying consumer preference across regions and age demographics is shaed by cultural tastes, gifting traditions, and health-conscious trends. The Walker’s Shortbread GTR

exclusive range, which includes innovative gifting tubes in Sticky Toffee Shortbread and Chocolate Brownie Shortbread, targets different shopper missions: premium gifting, sharing, and value packs.

According to Ngai, strong growth in the biscuits category has been driven by increasing consumer demand for premium gifting options, alternatives to chocolate, and products that emphasize indulgence and quality.

“As brands continue to innovate with exclusive flavors, premium packaging, and healthier alternatives, the category is expected to maintain its upward trajectory,” she says.

Celebrating 100 years with changes

With Loacker in full swing of its centenary campaign this year, its ‘Goodness is choice’ campaign continues to celebrate a unique moment in the company’s history. Its brand story starting when Alfons Loacker bought a small pastry shop in Bolzano in 1925 and introduced

Loacker's 'Goodness is choice' campaign marks the company's 100th anniversary

LET YOUR LOVE BLOOM

the Bolzano wafer – as well as laying the foundations of an important change.

The platform was launched in 2019 to embody the brand values and narrate why goodness is an everyday choice at Loacker. The company has adopted a younger and more direct tone of voice to cement its efforts towards pursuing quality across all products, an effort it has been committed to for a century and which will be the core of the brand’s future.

According to Loacker, its success and continued growth in Italy and abroad, could not have been possible without its commitment to sustainability. The strategy rests on five pillars:

• A sustainable ingredient supply chain

• Different activities contributing toward climate neutrality

• Packaging sustainability with projects aiming to reduce packaging and increase recyclability

• Social responsibility toward all stakeholders

• ‘Mindful Indulgence’ thanks to its product lines contributing to promoting a healthy and balanced lifestyle

The centenary anniversary slogan is ‘Goodness is a rebels’ choice’. Sleek special edition packaging, including a rebel streak, will be used for key products until the end of 2025. New marketing materials ensure its centenary campaign stands out, with a new tone of voice to speak to all ages.

Travel retail debut

The Hershey Company World Travel Retail’s new Reese’s Dipped Animal Crackers made its travel retail debut in the Americas, with the 240g pack establishing Reese’s presence in the biscuit segment.

Designed for on-the-go snacking, Reese’s Dipped Animal Crackers feature bite-sized, animal-shaped biscuits coated in a thick layer of peanut butter and half dipped in milk chocolate. According to The Hershey Company, the new snack brings an added dimen-

sion to the Reese’s experience in travel retail.

Ahmad Nasser, General Manager at The Hershey Company in the Middle East, Africa and World Travel Retail, comments, “As we continue expanding our snacking portfolio in travel retail, our focus is on offering travelers more variety while strategically growing beyond traditional chocolate.”

Nasser says the new line reinforces the company’s commitment to bringing high-quality, on-the-go snacks that

meet evolving consumer preferences and builds on its continued success in expanding its presence in the broader snacking category.

Reese’s Dipped Animal Crackers also builds on The Hershey Company’s ambition to offer more variety to travelers. With a growing focus on millennial and Gen Z shoppers, this launch not only enhances variety but also drives incremental sales, making them a highly complementary addition to the portfolio.

Reese’s Dipped Animal Crackers makes its travel retail debut in the Americas

A fit of flavor

by LAURA SHIRK

According to Jana Stroop at Cloetta Global Travel Retail, a candy is defined by its taste, texture, color, shape and product. “The first four are almost equally important. Every consumer eats with their eyes,” she says

Covering color choices, flavor profiles and texture ranges, Global Travel Retail Magazine examines the taste experience; plus, more on the 2025 ‘swicy’ trend

Color plays a key role in shaping product perception and the rise of emoting flavors has been noticeable over the last couple of years. From the emergence of luxe-expression to nostalgia-driven colors and those inspired by the natural world, companies are experimenting with color innovation when it comes to taste, packaging and product display. According to Cloetta Global Travel Retail (Cloetta GTR), during the consumer journey in-store there are several important moments of truth that integrate color such as brand attraction and navigation, as well as ingredient list. As expressed by Jana Stroop, Global Travel Retail Manager at Cloetta GTR, for The Jelly Bean Factory, purple dominates shop floors, helping consumers connect with and recognize the brand.

“The colors selected match the brand promise and stand out on the shelf. The Jelly Bean Factory uses its recognizable purple color, while Red Band is branded with brightly colored packaging. Secondary pack colors help navigate the right product variety, whether it is a flavor profile or a healthier alternative,” says Stroop. Regarding ingredient list, the aim for both is to use natural colors in their products so consumers feel confident about the quality of the brand. Additionally, color is a factor when it comes to how consumers observe the product when opening the bag, since appearance influences how they will experience taste. “A candy is defined by its taste, texture, color, shape and product. The first four are almost equally important. Every consumer eats with their eyes,” she explains.

The Jelly Bean Factory offers 36 different flavor profiles, each with the best flavor release. Red Band features flavors that are trustworthy and considered the best in the mainstream market.

Stroop adds, “Many Red Band gummy textures have been confirmed to outperform the competition in consumer testing. With new product developments, the most successful textures in the travel retail industry are known. Product developers match the flavor and product promise with the most liked recipe.”

A sweet throwback

The blending of colors, flavor perceptions and emotional engagement that evokes childhood memories is noted by Elisa Fontana, Director Marketing – Travel Retail at Haribo, as a powerful opportunity to create products that resonate with consumers on multiple levels. The German confectionery company believes that enjoying moments of

childlike happiness is a crucial part of a balanced lifestyle.

Pointing out that color is especially useful in seasonal or limited-edition releases, Fontana comments, “Consumer research consistently shows that color plays a huge role in shaping the consumer’s visual and flavor perceptions and injects an emotional element into the product experience. We at Haribo have always kept this in mind when developing our products, regardless of the trends seen in the category.”

The company recently launched Miami Fizz – a vegan-friendly sour taste in a variety of tropic fruit flavors – and Haribo Berry Clouds – triple-layered, sugar-dusted foam gummies – both of which are “bursting with vivid colors in both the product and packaging.”

In the business of making sweets that bring people together, Haribo values consumer feedback in the developing of new products to provide choice for all. “This approach includes the use of

natural ingredients such as fruit and vegetable juice and plant extracts to give great taste and bright colors to our products,” explains Fontana. Understanding texture also plays a part in consumer perception of the Haribo product portfolio, the company offers a wide range of different textured candies to meet consumer preferences – from firm chewiness to pillow softness.

Surge in swicy

Speaking on how unconventional food combinations are striking a chord with consumers who are looking for emotional satisfaction and functional benefits, Seyi Oduwole, Foresight Analyst at The Future Laboratory, identified with vibrant branding and creative product offerings, food companies are reimagining how to integrate enjoyment and escapism into consuming experiences. This shows a significant movement toward a more holistic view of food. According to the strategic foresight

consultancy, one of the most important F&B forecasts for 2025 is the ‘swicy surge,’ a blend of sweet and spicy that is transforming flavor innovation by offering a dynamic and multi-layered sensory experience. “This flavor profile awakens the senses by combining contrasting taste notes that heighten the eating experience,” states Oduwole. “The newness and excitement of swicy flavors cater particularly to consumers seeking novel and adventurous food experiences.”

Big name brands such as Starbucks and Coca-Cola have jumped on the ‘swicy’ train, looking to appeal to those who prioritize unique flavor and texture combinations. As highlighted by The Future Laboratory, “74% of consumers agree that the novelty of flavor and texture is crucial when selecting a snack, reflecting a broader trend in the food industry toward creating engaging and surprising culinary experiences.”

Haribo Miami Fizz (425 grams); this vegan-friendly travel retail exclusive blends tropical flavors with apple, lemon and strawberry. The new pack launches from April 2025 in most major travel retail locations worldwide

The Jelly Bean Factory (175 grams); this travel retail exclusive tube offers 36 different flavor profiles, each with the best flavor release

Red Band features flavors that are trustworthy and considered the best in the mainstream market

City by city

Investment in product innovation, to bring newness to market, is a key growth strategy for Haribo’s Director of Marketing GTR, Elisa Fontana

by ALISON FARRINGTON

Haribo understands the assignment: give travelers choice. In 2025 the company is increasing its investment in innovative NPD to meet consumer demand for new products across trending flavor profiles, textures and snacking or sharing pack sizes. This move is helping to keep the company at the forefront of the sugar confectionery market.

Travel retail is an important first-tomarket channel for some of Haribo’s latest innovations. “We know that product innovation is most effective when supported by trusted brands. Therefore, our latest innovations for 2025 will be showcased alongside popular Haribo products to encourage consumers to

try new varieties and boost sales for our retail partners,” says Elisa Fontana, Director of Marketing Global Travel Retail at Haribo.

The global brand appeal of Haribo means that its strategy in travel retail is equally global in terms of growth opportunities, she adds.

2025 product innovations

The new My CityTrip bag (700 grams) features jelly candies shaped like iconic buildings from ten European countries, including the Eiffel Tower, Paris; Big Ben, London; Sagrada Família, Barcelona; and Belém Tower, Lisbon.

These gummies come in lemon, strawberry, orange, blueberry, raspberry, and apple flavors. The resealable party-

The new Berry Clouds are triple-layer foam gummies in blueberry, wildberry, and strawberry flavors

Elisa Fontana, Director of Marketing Global Travel Retail, Haribo

size bag is ideal for traveling consumers and adds a regional focus that works well for the brand’s European customers. To deepen engagement with the traveler, the pack also includes a digital game that encourages customers to also share in an entertaining journey to learn more about Europe’s most famous and historic structures featured in the pack.

The My CityTrip bag is exclusively available in the travel retail channel from April 2025.

The second new product, Berry Clouds, is a resealable pouch (650 grams) containing triple-layer foam gummies in blueberry, wildberry, and strawberry flavors. It will also be available worldwide in travel retail from April 2025.

Key strategies and popular flavors

Gen Z and targeting younger customers is another key strategy for Haribo. Fontana cites research by IndustryARC, that reports the global sour confectionery market is expected to reach $2.7 billion by 2030, with a CAGR of 7.3% between 2024-2030. “And this is largely driven by Gen Z consumers, regardless of location,” she states.

Currently, Gen Z accounts for 35% of confectionery shoppers in travel retail and sour profiles are a huge trend for this group, along with their love of an extra chewy taste kick beyond the sweeter profiles of early childhood favorites. Fontana says Gen Z’s most popular product is the Haribo & Maoam Sour duo-pack (653 grams), designed

to cater for sharing packs and fans of sour flavors. Haribo also has portion control in mind – the duo-pack includes favorites such as Haribo Roulette Fizz, Goldbears Sour, Maoam Bloxx Sour, and Stripes Sour for a wider range of choice and consume now or later attitudes. “These product choices enable us to achieve our mission of giving the shopper the confidence to experiment with new packs, flavors, shapes and textures, driving conversion and spend,” shares Fontana.

Other trends include choice-related, free-from options, such as vegan, vegetarian, and Halal; key drivers in the company’s approach to NPD decisions. Multipack and variety packs are also strong trends in travel retail as consumers seek choice and options during their travels, even in a single purchase.

Shifting market dynamics

Aware the confectionery industry is increasingly facing political pressures advocating for stricter sugar regulations in various regions, Haribo is placing more importance on its ‘snacking on the go’ offer in the travel retail channel. “As health consciousness rises among consumers, and savoury snacking on the go becomes more prevalent, market dynamics are shifting,” says Fontana.

This change is compelling the confectionery industry to innovate and adapt to consumers’ evolving preferences, “Haribo products are designed to be occasional treats within a balanced, healthy diet. Across our entire travel retail range, we offer sharing formats, mini bags for portion control, and multipacks to help consumers make the choices that best suit them,” says Fontana. And no doubt, we will be seeing more of this kind of messaging from the company as it rolls out its latest NPDs with choice as a conversion driver in its travel retail locations.

The new My CityTrip packs feature jellies inspired by 10 European cities

“A beautifully wrapped box of chocolates holds far more appeal than a simple, everyday snack,” says Van Coillie. “Premium brands understand that the presentation of a gift can be just as important as the gift itself”

Timeless appeal and sense of tradition

Gifting is a universal expression of appreciation, gratitude, and affection. In the world of travel retail, where time is often limited and impulse purchases are common, chocolate has firmly established itself as one of the most popular gift choices. Whether for a loved one, a business associate, or even as a self-treat, premium chocolate embodies indulgence, elegance, and tradition. While the tradition of gifting remains strong, consumer behavior is evolving, particularly under the influence of younger generations. To remain

In

this opinion piece, Max Van Coillie, Business Development Manager Asia & Middle East at Neuhaus, discusses the role of gifting in

the channel and why chocolate remains a top choice despite the turbulent times

relevant, brands must adapt to these shifting expectations.

The psychology behind gifting in travel retail

The decision to purchase a gift in an airport or duty free store is often driven by emotional and psychological factors. Many travelers feel a sense of obligation or desire to bring something back for those at home, reinforcing their relationships through small yet meaningful tokens.

Chocolate fits perfectly into this category, offering a balance of thoughtfulness and accessibility. At the same time, convenience plays a crucial role. With limited time to shop before boarding a flight, travelers often make quick decisions, favouring well-packaged, premium items that convey a sense of sophistication. For some, particularly in cultures where gifting is a deeply rooted

tradition, a luxurious box of chocolates serves as a statement of prestige and social standing.

The power of premium packaging, personalization, and exclusivity

A beautifully wrapped box of chocolates holds far more appeal than a simple, everyday snack. Premium brands understand that the presentation of a gift can be just as important as the gift itself. Elegant packaging elevates the experience, making the act of giving feel even more special. More recently, personalization has become an influential factor in purchasing decisions. Consumers, especially Gen Z, appreciate the opportunity to add a personal touch, whether through custom packaging, engraved messages, or limited-edition designs. Furthermore, exclusivity plays a significant role in travel retail. Travelers

Max Van Coillie, Business Development Manager Asia & Middle East at Neuhaus

According to Van Coillie, as consumer preferences evolve, chocolate remains a timeless and cherished gifting option in travel retail. However, brands must continue to adapt by balancing heritage with modern expectations

are drawn to airport-exclusive collections or destination-themed assortments, knowing they are offering a gift that cannot be found elsewhere. This sense of rarity enhances the perceived value of the product and encourages impulse purchases.

Cultural influences on chocolate gifting

Cultural traditions heavily influence gifting behaviors, and premium chocolate brands must cater to these nuances to thrive in global travel retail. Middle Eastern travelers, for instance, place great emphasis on gifting and hospitality, often opting for beautifully designed, high-end chocolates to present to family or business contacts. In Asia, exclusivity and prestige are key drivers of purchasing decisions, with seasonal collections and luxury craftsmanship holding great appeal. European travelers, meanwhile,

often buy chocolate as a self-treat but still appreciate quality and artisanal storytelling when selecting gifts for others. By understanding and embracing these regional preferences, brands can refine their offerings to better resonate with different consumer groups.

The influence of Gen Z: giving with a purpose

With Gen Z becoming an increasingly influential consumer segment, their approach to gifting is shaping the future of travel retail. For this age group, gifts are not merely objects but experiences, carrying a deeper meaning or emotional connection. They are drawn to brands that create a strong narrative around their products, making the act of giving feel more purposeful. Sustainability is another critical factor, as Gen Z actively seeks out brands that prioritize ethical sourcing, eco-friendly packaging,

and responsible corporate practices. Additionally, social media has become a key platform for influencing purchasing behavior. Products with aesthetically pleasing packaging, interactive unboxing experiences, or strong storytelling elements are more likely to capture the attention of younger shoppers. Unlike older generations, who may focus on major seasonal gifting occasions, Gen Z embraces spontaneous and frequent small acts of gifting, valuing thoughtfulness over grandeur.

The future of chocolate gifting in travel retail

As consumer preferences evolve, chocolate remains a timeless and cherished gifting option in travel retail. However, brands must continue to adapt by balancing heritage with modern expectations. Understanding cultural influences, embracing digital engagement, offering personalization, and maintaining a commitment to sustainability will be key to staying relevant. Premium chocolate brands that successfully blend tradition with innovation will not only retain their loyal customers but also capture the attention of new generations of travelers, ensuring that chocolate gifting remains a beloved ritual in the ever-changing landscape of travel retail.

In this rapidly changing market, brands must also consider a ‘think global, act local’ strategy. The importance of tailoring products and messaging to specific regions cannot be overstated. A strong understanding of emerging markets, such as India, where travelers are increasingly developing a taste for luxury, will be pivotal. While the potential for growth in these markets is undeniable, it will be the investment in experience and education that ensures success. By focusing on educating these consumers about the brand’s heritage, quality, and the experience of gifting chocolate, brands can create meaningful connections and inspire brand loyalty in these new, highpotential regions.

Functional beverages take flight

As health-conscious travelers drive category expansion, functional drinks delivering specific nutritional benefits are rapidly reshaping travel retail selections, creating both opportunities and challenges for brands in this competitive environment

by WENDY MORLEY

Vitamin-infused smoothies, electrolyte-rich hydration drinks and plant-based alternatives are rapidly reshaping airport beverage selections worldwide. As health-conscious travelers reject sugary sodas and energy drinks, brands like Froosh, Hylux and So Coffee are pushing to meet the demand for functional beverages that deliver specific nutritional benefits beyond basic refreshment.

Growing demand

“Consumers are increasingly prioritizing their health, leading to a growing demand for beverages enriched with health-boosting ingredients,” says Filip Zieman, Senior Category Manager at Lagardère Travel Retail Poland. “In response, we have introduced immunity-boosting drinks, such as matcha,

which is rich in antioxidants, as well as various herbal infusions that support overall health and wellbeing.”

This demand has opened doors for brands like Froosh, which has expanded its presence within Fazer’s travel retail portfolio. Known primarily for its premium chocolates, the Finnish food and confectionery company is strategically diversifying its offerings in response to market conditions and consumer preferences.

“The introduction of Froosh to global travelers will not replace any of our beloved chocolate brands; rather, it will enhance the Fazer brand experience and offer something new to the market that both our customers and international travelers alike find highly appealing,” explains Kari Kuikka, Director of Travel Retail at Fazer.

The company’s Froosh+ range exem-

plifies the category’s evolution, offering fruit smoothies boosted with vitamins in sustainable packaging. “In the Froosh portfolio we have the more functional Froosh+ range in three flavors, offering fruit smoothies boosted with vitamins for consumers that value their health and want to make good choices while traveling,” Kuikka says.

Filling a gap

For independent players like Hylux, the growing interest in nutritional beverages has created opportunities to challenge established brands. Founded as a healthier alternative to traditional sports drinks, Hylux has positioned itself as addressing specific consumer needs in transit environments.

“Hylux fills a gap that many retailers have in their beverage portfolio,” says Lamar Letts, Founder and CEO.

Fazer’s Froosh+ range, served chilled in sustainable paperbased packaging, offers travelers a convenient way to consume fruit-based nutrition enhanced with vitamins

SoCoffee’s handcrafted lattes combine premium sourcing with visual appeal, exemplifying Lagardère Travel Retail’s response to travelers seeking Instagram-worthy functional beverages during their airport journey

“Customers are looking for products like Hylux that give them a nutritional boost in a lighter and healthier manner, while avoiding the heavier and more controversial ingredients in traditional sports drinks.”

The appeal of functional beverages extends beyond simple hydration. Travelers face unique physical challenges –jet lag, disrupted routines, and exposure to recycled air – making nutrient-fortified options particularly relevant.

“Our formulation was based on research that looked at the most prominent nutrient deficiencies in the US and Europe,” Letts explains. “As a result, Hylux has more vitamins and electrolytes than competitors, while providing less sugar and calories. We focus on addressing the nutrient deficiencies that travelers will naturally have when in the

air and on the road. This leads to a more balanced boost in energy levels.”

Instagram-worthy

For Lagardère’s So Coffee, a café concept expanding across multiple airports worldwide, health trends have shaped beverage innovation beyond coffee. The visual appeal of these beverages adds another dimension to their success.

“In the age of social media, consumers are increasingly looking for drinks that not only taste great but also look stunning in photos,” Zieman explains. “Colorful layered drinks, matcha lattes, and floral or herbal infusions that change color have become highly popular. These beverages are difficult to recreate at home, making them particularly appealing to travelers who want to share their experiences on platforms like Instagram.”

Plant-based options represent another significant trend within the functional beverage category. “The rise of plant-based diets has made plantbased drinks, such as oat, almond and coconut milk, a standard part of our offering,” says Zieman. “Consumers are seeking alternatives to traditional dairy products that are both tasty and healthy.”

Finding space

Despite the category’s growth, functional beverage brands face significant challenges in the travel retail environment. Chief among these is securing prime retail placement in highly competitive and space-constrained airport terminals.

“From our point of view, the biggest challenge is how to find impulse-driven space for these new products and categories,” says Kuikka. “Froosh, for example, is recommended to be served chilled, and finding cold space close to cash-tills is not an easy task to achieve.”

For smaller brands, the challenge is even more pronounced. “It is a challenge. However, we focus on gaining visibility that highlights the great taste of Hylux and how it is different than other nutrition drinks,” says Letts. “Every year, more travelers look for healthier drinks like Hylux. Our mission is to provide these travelers with a great-tasting and nutritious product, when they need it the most.”

Sustainability represents another key consideration for the category’s development. Fazer’s approach illustrates this shift. “The Froosh+ range comes in paper-based Cartocan packaging, which is lightweight and easy to dispose,” notes Kuikka.

Looking ahead, brands are exploring various distribution channels to maximize their presence in the travel retail environment. “We are looking more into airline lounges, inflight services and vending solutions, as they provide more convenient access for travelers looking to hydrate and replenish their vitamin and electrolyte levels,” says Letts.

Toblerone x Expedia activation drives strong conversion for Mondelez WTR

Mondelez World Travel Retail (Mondelez WTR) is hailing the success of a recent partnership with Expedia. The Toblerone Expedia activation ran from December 2024 to February 2025 in key travel hubs across Europe, offering passengers who purchased two Toblerone products a direct reward in the form of travel credits. It was designed to enhance engagement and drive sales by going beyond traditional sampling, delivering an appealing incentive to purchase. By January 2025, the campaign expanded globally to destinations like Bangkok, Buenos Aires, Singapore, Doha, Dubai, Manila and São Paulo.

According the Mondelez WTR, in today’s travel retail environment, shoppers are increasingly looking for added value. 35% of shoppers note promotions as a key driver for them visiting the confectionery category in 2024, an increase from 30% in 2019. Mondelez WTR recognized that offering tangible rewards could influence product selection in the highly competitive travel retail space. Through this approach the confectionery leader not only strengthened brand loyalty and awareness, but also differentiated Toblerone from its competitors.

The campaign was supported by a comprehensive communication strategy that resonated with travelers, complemented by shelf displays, flyers, tastings and in-store staff engagement.

Cloetta GTR partners with Lagardère Travel Retail in major confectionery activations

Cloetta Global Travel Retail (Cloetta GTR) – part of Cloetta Group – has teamed up with Lagardère Travel Retail to create bespoke confectionery activations at Zayed International Airport, Abu Dhabi, and Paris Charles de Gaulle Airport

The promotional spaces incorporate local elements unique to Abu Dhabi and Paris, as well as an opportunity for travelers to interact with the installation.

Both the activations focus on The Jelly Bean Factory, a brand which over the years has proven to be a hero brand for Cloetta GTR in travel retail. By introducing this sugar confectionery concept (gourmet jelly beans) with a clean recipe and colorful branding to the traveler, Cloetta GTR drives its ambition to grow the sugar confectionery category further.

Cloetta GTR said it aims to attract travelers back to the shop floor again, with interactive, unique and above all joyful activations. The spaces in both locations offer an opportunity to take a picture with a famous all-purple landmark on which the flavorful products of The Jelly Bean Factory are displayed. For Paris, this is the reopened Notre Dame, and for Abu Dhabi it is a combination of recognizable local buildings.

The last element of both activations is the best-sellers display: a carousel featuring the travel retail exclusive 175-gram tube, set to feature as a permanent display on the shop floor in more than 50 locations around the world in 2025.

With the support of Expedia, Mondelez WTR recognized that offering tangible rewards could influence product selection in the highly competitive travel retail space

Cloetta GTR has teamed up with the retailer to create bespoke confectionery activations at Zayed International Airport, Abu Dhabi, and Paris Charles de Gaulle Airport

Global Travel Retail Magazine Confectionery & Food April 2025

Craving a healthy balance

WHAT’S INSIDE

Top stories

Features

CONFECTIONERY & FOOD OVERVIEW

SNACKING

CHOCOLATE

BISCUITS

SUGAR CONFECTIONERY

GUEST COLUMN

DRINKS

Holistic taste experience

Broad category appeal

State of snacking

Health is wealth

Gift purchases lead sales

Diverse demographics

Experiential marketing

Supply chain resilience

Going nuts in travel retail

Flavor innovation

Offering “something different”

Looking to the future

A rise in functional snacking

Brands in action

Cause for celebration

Global Travel Retail Magazine hears from leading confectionery players

rule rebellion trend

Self-acceptance and

snacking

A glance at the future

Navigating Gen Z tastes

Exclusivity rules

Experience is to personalize

Focus on gifting

Innovation and exclusivity

A rare find

Emerging trends and rising cocoa prices

strategies in bitter times Sweet

Maintaining trust

Beyond price considerations

Sustainability amid volatility

Industrywide impact

Future-forward alternatives

Growing the biscuits category

Diverse category

TRAVEL WITH NATURE

Exploring opportunities

Meeting customer preferences

Celebrating 100 years with changes

LET YOUR LOVE BLOOM

Travel retail debut

A fit of flavor

A sweet throwback

Surge in swicy

City by city

2025 product innovations

Key strategies and popular flavors

Shifting market dynamics

Timeless appeal and sense of tradition

The influence of Gen Z: giving with a purpose

The future of chocolate gifting in travel retail

Functional beverages take flight

Growing demand

Filling a gap

Instagram-worthy

Finding space

Toblerone x Expedia activation drives strong conversion for Mondelez WTR

Cloetta GTR partners with Lagardère Travel Retail in major confectionery activations

TRAVEL RETAIL NEXT GENERATION