Nestlé International Travel Retail (ITR) has underlined the new business opportunities which coffee offers in travel retail.
The company pointed out that momentum is building behind its coffee portfolio roll-out, in line with Nestlé ITR’s ambition to build food into the #1 most purchased category in the channel. As reported, this strategy will be delivered through the VERSE model, based on Value, Engagement, Regeneration, Sense of Place and Execution.
Key airport locations in Dubai, Madrid, Barcelona, Panama, Doha and Singapore are among those already selling coffee products to travellers. According to Nestlé ITR, further roll-outs are in the pipeline.
All of Nestlé’s major airport coffee launches have been supported by high-profile traditional and digital media initiatives, aimed at maximising awareness and visibility.
Nestlé ITR General Manager Stewart Dryburgh said: “We know that there is a huge amount of untapped potential for coffee in the travel retail channel.
“The findings of the m1nd-set research study we commissioned last year revealed that 84% of travellers said they were likely to buy coffee in travel retail, for consumption during their trip, or for family/self-gifting purposes.
“Importantly, 69% of travellers questioned said they preferred global brands to local brands; a hugely encouraging result for Nescafe, the world’s leading coffee brand.”
To support the launch of the Nescafé Gold Roastery Collection in Dubai Duty Free, Nestlé has created a combined out-of-home (OOH) and digital media campaign, which is running throughout November and December.
The campaign features throughout Dubai International Airport, with the digital campaign aiming to bolster pre-trip awareness, alongside in-trip conversions. Nestle’s Nescafé Gold Roastery Collection is available in Terminals 1 and 3 and is also listed on www.dubaidutyfree.com.
Similar digital media campaigns have been created to support pre-trip awareness and in-trip conversions for Qatar Duty Free shoppers. The Dubai OOH campaign was expected to reach FIFA World Cup fans on shuttle flights from Dubai to Doha, as it covered JCDecaux’s Boutique Digital Network across Terminals 1 and 3.
At Singapore Changi Terminals 2 and 4, the focus has been on Nestlé Roastery gondolas.
“The latest data from Generation confirms that food is leading the post-COVID recovery in travel retail,” Dryburgh added.
“Sales for this category grew by an impressive +252.5% in first-half 2022 versus the same period in 2021. This bodes well for Nestlé’s food ambitions in general, and for the untapped coffee segment in particular.”
NOTE. Nestlé has joined forces with The Moodie Davitt Report in our popular festive season readers’ competition, with not just one but five fabulous food hampers to be awarded.
Nestlé is again hosting the competition to celebrate its ambitious VERSE plan to make food the number one most-purchased category in travel retail. You must be a member of the travel retail or aviation community to enter (please mention your company name in your email if your email address does not show it).
Last year’s winners will testify to how fantastic the Nestlé food hampers are. Don’t miss out on the chance to win this year.
Full details are available here.
