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 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, Nestlé is today looking at the drivers of share & connect and uplifting breaks.
Share & connect is designed to increase the frequency of confectionery purchases by ensuring that products are relevant for the casual sharing of social moments.
This is designed to capitalise on research in the Future of Food Trends Report suggesting consumers are increasingly using food as a means of strengthening social connections.
Nestlé has said customers are looking for sharing sizes, pouches and pop-open boxes that are both visually-appealing and indulgent to satisfy this demand.
The confectionery company has said current barriers for this trend that it is aiming to overcome include formats that are not easy to share and polarising flavours.
Meanwhile, the uplifting breaks driver is designed for people that want to improve their mood and lift their spirits through food experiences while on the journey.
Over the rest of this week we will highlight other major drivers for the confectionery category.
