Mondelez World Travel Retail (WTR) has again secured the number one position in Advantage Group International’s 2026 Global Travel Retail Voice of Customer CORE benchmark, marking a second consecutive year at the top.
The annual benchmarking programme is based on feedback from retail partners across the channel, giving suppliers a direct view of how they are performing from the customer perspective.
The recognition also supports the company’s growth vision, Destination: Value, introduced in October 2025 to drive greater consideration, conversion and value across the shopper journey. Since its launch, the company has continued to translate the strategy into traveller-focused products and experiences.
The Advantage Report evaluates supplier-retailer relationships across the competencies that underpin successful partnerships.
This year, the assessment focused on strategic alignment, supply chain excellence and collaborative business planning as key areas shaping supplier performance.
The assessment also found greater emphasis on trust and consistent delivery on commitments, with Mondelez ranked number one by customers across both measures.
The company said this approach is reflected in its engagement with retail partners, with teams working together early in the planning process to align objectives and develop joint business plans informed by shopper and category insights.
Close communication and supply chain coordination support consistent execution of those plans across markets, Mondelez added.
Mondelez WTR’s shopper-facing activity also reflects this strategy, from hyper-limited Toblerone launches tailored to individual airports to The Ultimate Gift Campaign, its first global charity auction in travel retail. The auction ran across nine airports in support of local charities.
Mondelez WTR Vice President and Managing Director Joost Rosmuller commented, “Being ranked number one for the second consecutive year, and for the seventh time overall, means a great deal because it comes directly from the people we work with every day.
“This result belongs as much to our retail partners as it does to us. Everything we do starts with listening to our customers and building plans together.
“Destination: Value was founded on that belief: that by working side by side with our partners, we can drive category growth and turn duty-free stores into stages for experiential retail places, where brands come alive and a product becomes a memory.
“My thanks go to our partners for their trust, and to our teams who bring these partnerships to life in every market.” ✈
