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, Tuesday’s dive into sharing moments and uplifting breaks, and Wednesday’s exploration of experience & indulgence, give me a boost and travel souvenir drivers, Nestlé is today looking at two further drivers: ‘happy kids, happy parents’ and ‘healthy snacks, better treats’.
Happy kids, happy parents is a driver designed to create more frequency by offering more treating moments for children. Nestlé says parents are looking for ‘win/win’ solutions, where they can be confident kids will enjoy treats but are not being over-indulged.
Furthermore, according to m1nd-set, passengers travelling with children are more likely to visit the duty free shop, visit more categories and make a purchase.
Nestlé’s solution to capitalise on this driver to offer an easily-portioned, allergen-free treat that balances health with fun and taste.
Similarly, the healthy snacks, better treats driver is designed for passengers that want to look after either their own or their kids’ wellbeing. This is based on research that suggests healthy sustenance now accounts for 14% of snacking value and that 55% of travel retail confectionery shoppers want healthier snacking options.
Nestlé says this driver will involve increasing the offer of products that have nothing artificial and carry entirely natural ingredients.
A special Spotlight eZine shortly bringing together the elements of the 10 in 10 pledge will appear soon.
