Here’s the thing; as a category, confectionery has an incredible amount to offer to travel retail, writes Mondelez World Travel Retail Managing Director Jaya Singh. As the most universal category, our brands continue to play a key role in the overall appeal of the channel to travellers. Confectionery brings the ‘fun’ and draws people in store; it provides travellers with their last-minute gift options; drives impulse purchases as well as prompting purchases in other categories.
Most of all, though, it remains timeless – our brands are tried, tested and deeply embedded in the hearts of shoppers. When you combine these facts with confectionery’s latest and greatest in terms of digital, innovation, personalisation, exclusivity and Sense of Place, well, that’s the recipe for success. Or is it?
The latest Generation figures suggest that confectionery and fine food is up against it. Despite all the efforts of the Trinity partners, the category isn’t experiencing the growth that we would hope for and, at the same time, our colleagues in beauty battle to meet demand and liquor is going through a strong rejuvenation.
From a Mondelez World Travel Retail perspective, we’re a bit confused. 2018 was a record year for us and we have started off to a flyer in 2019. Are the Generation figures truly representative of what is going on out there in the marketplace?
Talking with our confectionery counterparts at TFWA Asia Pacific earlier this month, category positivity was tangible. In my humble view, I think we all need to keep on flying the category growth flag, with solid endorsement of all retailers and landlords, in all regions.
Confectionery has been in the headlines and it’s rewarding to see our industry colleagues championing similar messages to those that underpinned Mondelez WTR’s Delighting Travelers category vision, which we launched in 2012. This vision articulates a roadmap to reach ‘More Shoppers, More Spend, More Often’, and in 2017 we integrated the role of digital into it.
“The power of the confectionery category cannot be underestimated, but the true solution lies in collaboration.”
In recent months, Nestlé International Travel Retail, through General Manager Stewart Dryburgh, released their category vision, backed by new consumer research; the team at Mars Wrigley activated fun campaigns such as International Day of Happiness; and others did equally impressive activity on a variety of scales. We are all swimming in the same direction and it’s through that widespread dedication that we will achieve our individual growth goals and collective category performance.
Beyond the pursuit of economic growth, the major confectionery players are all making great strides towards socio-economic sustainability that enhances the quality of life of a much broader group of stakeholders, throughout the value chain from source to consumption. The heart should be the key to economics, and with programmes like Mondelez’s Cocoa Life or Harmony, Nestlé’s Cocoa & Forests Action Plan and Mars Wrigley’s Sustainable in a Generation, we are creating enduring value that will ensure sustainability for all.
This year Mondelez World Travel Retail celebrates its 25th year dedicated to travel retail. Our pioneering spirit and commitment to category leadership is as strong as ever. I think our latest and greatest executions, across locations such as London, Dubai, Barcelona and Istanbul, stand proud alongside any other implementation from any other category. Great things are being achieved and all play to ‘More Shoppers, More Spend, More Often’.
The power of the confectionery category cannot be underestimated, but the true solution lies in collaboration. Confectionery brands need more opportunities to activate the fun campaigns and products, in prime locations, in cross-category placements, in stand-out ways. The results from Mondelez brands have proven that growing the confectionery category is achievable in the current climate, but more importantly, they show the impact confectionery can have on the channel as a whole.
Note: This article coincides with the first issue today of a new monthly enewsletter series from The Moodie Davitt Report, offering a curated selection of stories focused on the key confectionery & food category in travel retail and beyond. The series is launched in association with Mondelez World Travel Retail.
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 e-mail Sinead Moodie at Sinead@MoodieDavittReport.com
