Nestlé promotes ambitious drive to take food centre stage in travel retail with Moodie Davitt makeover

Nestlé is promoting its ambitious vision to take food centre stage in travel retail with an impactful makeover of The Moodie Davitt Report home page.

As reported, Nestlé has set a clear strategic target – to build food into the most purchased category in travel retail – as outlined in our special Spotlight eZine edition last week.

It is a timely call to action as travel recovers, and as airports, retailers and brand owners seek to make the offer relevant to an evolving consumer.

Click to open the Nestlé Spotlight eZine released last week

Food and confectionery is already the number one driver of cross-category purchase and the second most purchased category, says research, giving it a strong platform to build from. The goal is to leverage the currently untapped potential of food, ensuring it is in 50% of baskets by the end of the decade.

Crucially, that means not just focusing on the traditional and highly attractive confectionery category, but also exploiting the opportunities across the food category, encompassing local foods alongside global food brands not yet widely present in travel retail.

One statistic in particular stands out: confectionery represents 77% of packaged food sales in travel retail, but just 7% in domestic markets. That’s a compelling difference, and an illustration of the under-developed potential of the food category in our channel.

In the Spotlight eZine (and in the video on this page) Nestlé outlines the strategy to recruit new shoppers, to grow basket size and to drive industry recovery.

Nestlé’s VERSE growth model is the platform, the pillars of which are: Value, Engagement, Regeneration, Sense of Place and Execution. Each one has a vital role to play in ensuring the key target of ‘food in 50% of baskets’ is met by 2030, if not before.

Nestlé International Travel Retail General Manager Stewart Dryburgh said: “The crisis gave us the chance to stop and reflect, to ask ourselves some hard questions, and to reach some clear conclusions about the opportunities the food category offers our industry. Whilst COVID-19 has been devastating, we can see that the recovery is coming. That will bring with it a new market, with new consumer needs and we need to quickly adjust to exploit the opportunities.”

Food & Beverage The Magazine eZine