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Lindt research has found that 47% of Asian travellers who purchase chocolate at the airport do so as a gift |
Lindt of Switzerland sets its sights on the Asian market with a range of travel retail exclusives and new POS material to be shown at the TFWA Asia Pacific exhibition in Singapore next month (stand number: H2).
The company aims to have a strong presence at this year’s event, underscoring its commitment to grow its market share in the region, and building on progress made in Asia in recent months. Lindt recently launched its Diva range in Thailand, Malaysia, Singapore, Japan, Hong Kong, Macau, Taiwan and the Philippines and opened a Lindt Boutique in Kuala Lumpur. The company has also invested considerably in its Brand Ambassadors programme (which offers customers advice and tastings) in the region.
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Lindt’s Master Chocolatiers will be highlighted at the Singapore show |
According to Lindt & Sprüngli Head of Global Duty Free Peter Zehnder, the Asian market presents the travel retail sector with some impressive opportunities despite changing conditions.
“The Asian passenger is spending less than in the past, and price is becoming more and more important,” he said. “As a highly approachable category, confectionery can benefit from this trend.
“In 2015, we will be focusing on increasing our POS footprint in the region – particularly in mainland China, Hong Kong and Singapore. We’re aiming to increase awareness of the Lindt brand, and reflect the premium quality of the product in the highest quality presentation at POS. To this end, Lindt will debut its new POS furniture, featuring enhanced gifting cues and highlighting the Master Chocolatiers at the show.
“Asian customers are highly connected through social media, and their experiences are shared and followed,” Zehnder continued. “To be able to grow in duty free, we need to offer something special that sets travel retail apart from the domestic market. Confectionery is often an impulse buy, and it’s at the point of sale where we can make the difference. In the premium sector particularly, it’s important to enhance the consumer experience to tempt customers to buy.”
Considering the TFWA Asia Pacific exhibition, Zehnder added: “The Asian market is particularly interested in brands with heritage and history, and this event is the ideal opportunity for us to shine a spotlight on the expertise of our Swiss Master Chocolatiers.”
Gifting is regarded as an important motivation for purchase in Asia, and Lindt’s own research, conducted by M1nd-set, found that 47% of Asian travellers who purchase chocolate at the airport do so as a gift. At TFWA Asia Pacific Lindt will highlight the suitability of its ranges as gifts.
Its Swiss Pralines are described by the company as the “perfect premium gift for chocolate connoisseurs and enthusiasts of dark and milk pralines”. The Praline selection is offered in a range of formats and sizes to suit different traveller’s budgets.
The striking pink Lindor Limited Edition Spring tube will be launched for the Asian spring, followed later by a turquoise summer/autumn tube. The 400g tubes contain Lindor chocolate balls in six flavours chosen to complement the season – including two new recipes, coconut and strawberry cream.
