Introduction: In an increasingly competitive and value-conscious market, food & confectionery suppliers are looking beyond the transaction to find new ways of keeping travellers engaged. From distinctive products and formats to premium gifting, brands are exploring how the retail experience itself can create new reasons to buy.
A heritage brand with a distinctive story to tell, Bateel has built its approach around bringing together product, presentation and storytelling as consumer expectations continue to evolve. In this interview with The Moodie Davitt Report Associate Editor Camille Bersola, Bateel International Director – Travel Retail Rupali Arora discusses storytelling, premiumisation and new paths to confectionery growth in travel retail.
Bateel is looking beyond the product to tell a bigger story.
That has meant creating experiences rather than simply putting a product on the retail shelf.
This approach has shaped the brand’s retail evolution, from Bateel Boutique, which pioneered a luxury retail model for gourmet dates and date products, to Café Bateel and Bateel El’an, offering consumers new ways to discover the brand beyond its core products.
Bateel Director – Travel Retail Rupali Arora says, “We believe true luxury is found in the details. From artisan techniques to beautiful presentation, every creation is thoughtfully crafted to delight the senses and leave a lasting impression.”
The brand was founded with a vision to transform one of nature’s oldest treasures into a modern luxury experience.
That sense of luxury starts with what goes into each creation. Bateel’s focus remains firmly rooted in the product, starting with carefully selected ingredients, including dates handpicked at peak ripeness on its organic farms, and ingredients sourced from around the world, reflecting the brand’s focus on authenticity, flavour and quality.
That commitment to craftsmanship carries through to the travel retail environment, where elegant counter designs, tasting moments and gifting rituals help turn product discovery into a more engaging part of the journey.
Arora continues, “Our creations offer travellers an authentic sense of place, which is increasingly what distinguishes a duty-free purchase from one they could make anywhere else.
“We see confectionery evolving from an impulse category into a storytelling category, and brands that can deliver provenance, theatre and personalisation at the point-of-sale will lead that shift.”
A changing confectionery landscape
The confectionery category is proving resilient amid economic and geopolitical headwinds, Bateel says, although changing spending habits are producing a more selective consumer.
Arora comments, “There continues to be demand for products that offer quality, indulgence and emotional value. For premium brands, the opportunity is to give consumers a compelling reason to spend by delivering something that feels distinctive and authentic.”
For Bateel, gifting offers a clear example of confectionery’s enduring appeal. Products that combine quality, provenance and presentation continue to resonate with consumers looking to mark occasions or express appreciation, even as spending becomes more considered.
Arora adds, “Luxury gifting, in particular, continues to be a powerful growth driver across every region in which we operate, from established European and American gateways to fast-growing hubs across the Middle East and Asia.
“This reflects the enduring role of premium confectionery as a meaningful way to celebrate, connect and express generosity.”
The category is also seeing consumers become more discerning about indulgence itself.
Arora says, “Overall, we believe the category remains healthy, but the definition of value is evolving. Success will increasingly come from understanding the consumer occasion, offering genuine quality and creating products and experiences that deliver more than simply a moment of indulgence.”
Growth opportunities ahead
Three opportunities stand out for Bateel in travel retail: sense of place, premium gifting, and the intersection of health and indulgence.
The company sees growing potential in destination-led products, as travellers increasingly seek offerings with a clear sense of place and a meaningful connection to where they are travelling.
Dubai Chocolate’s global success has demonstrated the growing appetite for regionally inspired innovation.
Arora comments, “At Bateel, we see an opportunity to reinterpret Arabian heritage through contemporary flavours and formats that resonate with travellers around the world.
“Our expanding range, from Pistachio and Hazelnut Kunafa to Matcha Strawberry and Qahwa Kunafa, demonstrates how heritage can be reinterpreted through contemporary flavour trends while retaining a distinctive sense of place.”
Exclusive formats, seasonal collections and elevated packaging can also make travel retail a more attractive destination for gifting purchases.
“There is significant opportunity to create thoughtfully curated collections and destination gift sets that offer something distinctive and meaningful to take home or share.
“By combining exceptional quality, authenticity and elegant presentation, travel retail can become a destination in its own right for premium gifting and special occasion purchases,” Arora says.
The growing preference for natural ingredients, combined with expectations around taste, quality and premium appeal, creates a strong fit with Bateel’s ‘naturally sweet and wholesome’ offering.
Arora says, “Our organic dates offer a different expression of indulgence, while our filled dates and gourmet creations bring together natural ingredients, premium craftsmanship and sophisticated flavours.”
Ultimately, Bateel sees the opportunity in bringing pleasure and confidence together, creating indulgent products grounded in quality, provenance and carefully selected ingredients. ✈
