Perfetti van Melle (PvM) has outlined its approach to cementing its status and securing further growth in the confectionery category in travel retail.
According to PvM, confectionery encourages travellers into stores so “high visibility within the confectionery area is a must”.
PvM Brand Manager Travel Retail Femke van Veen said: “The reason that visibility is so important for confectionery products is because 60% of purchasing decisions are made at the airport; shoppers are killing time and, for confectionery, seeing translates into buying.”
Van Veen said PvM’s colourful displays entice customers into confectionery areas.
PvM has introduced a suitcase display for its best-selling lines. The company said its focus is now on the ferry channel, with its customisable ship display soon to be placed on selected Color Line and Viking Line ferries.
“We see a higher demand for channel-specific displays,” van Veen said. “The display creates a sense of fun on the boat’s shop floor… it is a real eye-catcher.”
PVM underlined the importance of staying focused on confectionery shoppers’ needs. “Having the right split is essential and products need to cater to the need for indulgence, the need for small treats and the need for refreshments. It is all a matter of having the right balance to make the category grow,” the brand stated.
At the upcoming TFWA Asia Pacific Exhibition (Basement 2 E 29) PvM will highlight products which are new to the region. They include the limited-edition Lollipop Memphis Design MegaChup; Hello Kitty Chupa Chups Markers; the travel-retail exclusive Mentos Mix on the Beach Jumborol; Chupa Chups Cupcake and Mix of Mini’s Silo.
PvM Area Manager Travel Retail Asia Benedict Ho said the company is “outperforming the sugar confectionery category and growing at a stable rate” in the APAC region.
Ho said growth is driven by key products.
“For the Southeast Asia market, despite a bit of slowdown in the Chinese travellers in Q4 2018, we are seeing good returns in the business, especially in Bangkok and Cebu while our business in China has been contributed to by the uptick in travellers in Haitang Bay and Macau.”
Ho added that recent promotions in Bangkok and Malaysia are part of PvM’s growth plan for the APAC region this year.
