Mondelez International World Travel Retail (WTR) unveiled a renewed category vision focused on driving greater penetration and accelerated conversion to deliver confectionery market growth at TFWA World Exhibition, in Cannes.
The vision is built on three key areas:
- A winning portfolio, to address growing need states and changing shopper preferences
- To elevate category awareness through more physical and emotional touch-points
- To deliver unique experiences focused on outstanding and significant concepts.
Mondelez International WTR said this three-pronged approach further builds on the pillars of its Delighting Travellers vision launched ten years ago: to drive more shoppers, more spend, more often.
Details of its elevated vision were presented during a breakfast event, which was attended by key retail partners, travel retail media, industry associations and other close partners.
Presenting the evolved strategy were a host of senior company representatives including Managing Director Jaya Singh; President Central Europe, EU Central Sales, WTR, Global Licensing Clive Jones; and Customers Insights, Strategy and Activation Director Anna Szentivanyi.
The Moodie Davitt Report Founder & Chairman Martin Moodie gave a keynote speech at the event and provided an insightful snapshot of the evolution of the category.
Singh said: “Looking back on a decade of such extraordinary hard work, growth and innovation, I could not be prouder of what we have achieved together. As we did ten years ago, Mondelez International WTR is extending an official invitation to our partners and the wider industry to join us, once again, on a journey. We will once again be the driving force behind the change. We are here to listen, to collaborate, to inspire, and to achieve accelerated conversion together.”
The event closed with Mondelez Head of Customer Marketing Beatriz de Otto taking attendees on a visual journey of how the brand will be made tangible through multiple touch-points, new category segments, and relevant products.
According to Horizon, the confectionery category grew by +60% in airports alone between 2012 and 2018. Penetration has increased by +5 percentage points, with more than two hundred million additional travellers shopping the category. In addition, the basket size of a confectionery shopper today is double versus any other category shopper, because confectionery buyers are most likely to make cross-category purchases.
Mondelez credited these achievements to joint efforts alongside their partners who supported game-changing initiatives such as:
- Increasing confectionery’s visibility with better signposting and engaging POS.
- Unlocking more cross-category opportunities and multiplying confectionery touch-points, including the cash till area.
- Introducing new winning segments like biscuits and snacking.
- Bringing more engagement to stores with activations in spaces that were previously reserved for other categories.
De Otto said: “The Mondelez International team has analysed global trends and enriched them with data and insights from travel retail to deliver an evolved category growth vision to share with you today. While we are happy to celebrate our success and see how the role of the confectionery category has advanced, we acknowledge that we left some growth opportunities only partially fulfilled, and we clearly see new, emerging opportunities. Our evolved category vision will increase our precision and speed to progress accelerated conversion.”
Jones added: “It is incredibly rewarding to witness the fruits of the changes that Mondelez International WTR has driven with our retail partners to alter the travel retail shopping environment. As category leaders, Mondelez International remains committed to investing in and supporting the travel retail industry, which plays such a crucial role in the wider Mondelez International business, and to continue driving the growth of confectionery in such a hugely important channel.”
Note: The Moodie Davitt Report’s portfolio of titles includes Confectionery Curated, published in association with Mondelez. It offers a regular selection of stories focused on the key confectionery category in travel retail and beyond.
As with all Moodie Davitt Report media, Confectionery Curated is free of charge. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please email Kristyn@MoodieDavittReport.com
