Perfetti Van Melle reviews target strategy for travel retail in 2016

Perfetti Van Melle (PVM) is targeting young adult consumers in travel retail in a strategy review following research conducted by M!nd-set.

The results of the study will be reflected in new products introduced by PVM at the TFWA World Exhibition in Cannes later this month (Stand: Mediterranean Village P17).

PVM Manager Global Travel Retail Susan De Vree said: “The research has shown us that we have underestimated the percentage of confectionery that is purchased for own-use within travel retail: 40% of the whole category and as high as 55% within the sugar sector.”

De Vree said the research also highlighted “˜white spots’ within the sugar segment, with a “definite lack of products aimed at young adults”.

With eight fruit lollipops and various messages, including Love You, Chupa Chups Sweet Magnet targets young adult consumers

These two factors, along with a growing importance of products for the cash till point and an awareness of the emotional importance of confectionery, are key elements behind PVM’s new lines for Cannes.

The products, all exclusive to travel retail and available to buyers from March 2016, target two groups and two purposes: snacking and sharing, and gifting aimed at kids and young adults.

“Choices are very limited for young adults and yet this is an important market sector which we are keen to exploit,” De Vree said. New lines from Chupa Chups and Mentos emphasise gifting, sharing bags and snacking.

Chupa Chups Sweet Magnet offers eight different mini fruit lollipops and a magnet with messages such as Love you, Miss you, Want you and Thank you and targets young adult consumers.

The Chupa Chups Fun Pen comes with four Strawberry lollipops, edible ink, and two edible wafers. It is described by PVM as a perfect way of keeping children quiet on rainy days or long flights. The Chupa Chups Mini Sour is a stand-up pouch bag with 40 sour fruit-flavoured mini lollipops.

The new Mentos Mini UFO Dispenser is available in red or blue, and includes eight mini Mentos rolls in cola, orange, lemon and strawberry flavours along with nine stickers. Mentos Secret Book is shaped to resemble a book with “˜Live the World’ design and includes eight Mentos fruit rolls while the pocket-sized Mentos Now Mints tin offers 120 mints in three flavours: Sweet Mint, Strawberry & Euca Menthol.

“Mentos Now Mints are perfect for the cash till area which continues to grow in importance,” De Vree added. “Travellers are increasingly expecting to find an offer at the cash till point and confectionery items such as this are perfect for increasing the average basket size.

“The biggest challenge is to increase the share of space for confectionery within the duty free shop. Getting the right assortment is vital; we have to meet the needs of the travelling consumer.!

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