Nestlé International Travel Retail (NITR) is sharpening its focus on the Americas, identifying untapped potential for long-term confectionery growth across the region.
NITR will spotlight this approach at the upcoming 2026 IAADFS Summit of the Americas in Orlando.
Time to A.C.T.
NITR’s global A.C.T. strategy – Attract, Convert, Thrive – underpins its ambitions for the category in the region.
- Attract through visibility and experiential activation
- Convert with strong gifting, impulse and exclusivity cues
- Thrive via innovation, responsible sourcing and powerful global brands
According to NITR, the framework supports its industry-wide ambition to drive 50% confectionery category growth by 2030, tailored to the local dynamics of each region.
NITR said that although passenger footfall and retail conversion in the Americas today trails behind other regions, the company sees the gap as an opportunity for growth.
It said that evolving passenger demographics, increasing demand for experience-focused retail and the growing influence of Gen Z shoppers have combined to produce an environment receptive to new category momentum.
The company believes these shifts set the Americas up for a step change in how confectionery is presented, experienced and converted in-store.
“For us, the Americas has some untapped potential,” said NITR General Manager Frédéric Porchet. “Lower penetration today only reinforces the opportunity ahead – especially as younger travellers look for brands and experiences that matter.”
At the Summit of the Americas, NITR will bring the A.C.T. strategy to life by placing innovation at the centre of its showcase. A key focus will be KitKat, underpinned by the brand’s global partnership with Formula 1, which provides a dynamic platform to engage younger, experience-led shoppers.
Highlights include collectible F1 KitKat Cars, the KitKat Japan range, a refreshed Nestlé Chocolate portfolio featuring Swiss Expertise and premium gifting, and the launch of After Eight’s ‘Beyond Mint’ flavour extensions.
Recent campaigns illustrate how NITR is translating A.C.T. into tangible retail outcomes. Among them are new multi-brand confectionery zones developed in partnership with Avolta at São Paulo International Airport in Brazil. The zones are designed to boost visibility, encourage exploration and drive conversion.
“This is only the beginning,” Porchet added. “With the right brands, innovation and partnerships, the Americas can play a central role in unlocking the next chapter of category growth.” ✈
