INTERNATIONAL. Nestlé International Travel Retail (NITR) is continuing its week-long partnership with The Moodie Davitt Report exploring the key drivers that can make confectionery a US$10 billion travel retail category.
As reported, the confectionery house is reinforcing its messages with details of those drivers in a branded makeover of our home page this week, and through a series of stories, ahead of a special Spotlight eZine shortly that brings together the elements of the 10 in 10 pledge.
Extensive global consumer research by Nestlé with research partner m1nd-set has identified three core consumer need states: Elevated Experiences, Deeper Connections and Better for You. Each is segmented into category growth drivers.
After Monday’s focus on year-round gifting and celebrating the seasons and Tuesday’s dive into sharing moments and uplifting breaks, Nestlé is today looking at the experience & indulgence, give me a boost and travel souvenir drivers.
The experience & indulgence driver aims to both make a confectionery purchase a special occasion and drive increased value through higher quality indulgences.
Based on research that suggests millennials are willing to spend on luxury experiences, confectionery companies can enhance the purchase experience in travel retail with unusual in-store events or flavour combinations, Nestlé says.
Furthermore, m1nd-set says 13% of confectionery purchases are done because the product is suitable for indulgence. As a result, consumers in an airport are looking to treat themselves to something more indulgent and luxurious than they might enjoy day to day.
Possible barriers preventing this driver include consumers feeling guilty about over-indulging or the products not representing good value.
The give me a boost driver also comes under the Elevated Experiences core consumer need state.
This driver is designed to capitalise on consumers that need to be energised in travel and need a confectionery treat to do that.
The travel souvenir driver is designed for consumers that want to share experiences from their trip with friends and family.
Nestlé cites research showing confectionery is a category well placed to capitalise on local-touch seekers. The confectionery company adds that having local products or special editions that celebrate the airport’s city can help operators create a strong Sense of Place.
To capitalise on this, confectionery companies need to make sure they offer much more than a generic brand proposition in-store, Nestlé adds.
Over the rest of this week we will highlight other major drivers for the confectionery category.
