Mars Wrigley Confectionery International Travel Retail (Mars ITR) is encouraging retailers to take a fresh look at ways of increasing confectionery sales in travel retail in Asia.

Mars ITR Global Category Director Raghav Rekhi said: “There are pockets of confectionery excellence within Asia; however we still see masses of opportunity to build category sales in line with the region’s passenger traffic growth.”

Mars ITR described the POS medium as “untapped potential” in many airports. “We have seen categorically that where impulse-purchase items – and that’s across various categories, not just confectionery – are offered for sale as passengers queue, there is a significant increase in basket size and transaction value,” Rekhi said.

“The key is bringing all the elements together to connect and engage with travellers, offering them the right products to meet their purchase motivations and presenting them in the right way to maximise sales conversion.”

Mars ITR adopts a colourful approach to TFWA Asia Pacific, with key brand M&M’s a major feature on its stand.

At the upcoming TFWA Asia Pacific Exhibition (Basement 2, K28), Mars ITR will highlight novelties, new lines and updated packaging for its M&M’s, Maltesers, Snickers, Extra and Celebrations brands. It will also underline its category insights which encourage retailers to offer a confectionery portfolio which meets four reasons to purchase: Celebrate, Connect, Reward and Recharge.

M&M’s is a key focus at the Singapore event, with wall bays, gondolas and display units highlighting bestsellers and new products for 2019. The stand will also feature a M&M’s photo booth.

“This is an example of a fun, creative and entertaining activation,” Rekhi said. “We know that M&M’s is the ideal brand for engaging with travellers and this is just a taster of what we can achieve.”

Novelties such as the M&M’s Funnel dispenser and other travel retail-exclusive lines will be in the spotlight at Singapore.

Travel retail-exclusive lines and novelties such as the M&M’s Fan, Torch, Flip and Funnel target celebrating and gifting and new M&M’s Salted Caramel 370g, M&M’s Mix 400g and Maltesers lines will also be featured.

Mars ITR said a new 60sq m gondola, which is designed for secondary siting in the retail area – possibly near check-out or gate sales areas – targets impulse sales. Passengers’ needs to recharge are supported by Extra gum products.