Mars International Travel Retail (ITR) will reveal new insights into why travellers shop for confectionery at the TFWA World Exhibition & Conference (Bay Village, 9), which gets underway in Cannes at the end of this month.
Mars ITR is part of Mars Wrigley Confectionery, which describes itself as the world’s leading manufacturer of chocolate, chewing gum, mints, and fruity confections. As part of its refreshed category vision, it said that it will explain to customers and partners how to apply the insights to global travel retail.
As well as presenting the background to these findings, Mars ITR said that it will demonstrate the importance of “offering a complete product offer” to travellers, covering all purchasing reasons.
Mars ITR Category Director Raghav Rekhi explained: “When purchasing confectionery, consumers generally shop for one of four different reasons. To recharge, to reward themselves, to connect with others, or to celebrate.
“In global travel retail, purchasing is primarily to connect, with celebrate coming a close second. However, our insights indicate there are opportunities in the recharge and reward space across all price points.”
Rekhi added that in 2019 Mars ITR will continue to offer travellers a portfolio of brands and products that “addresses all consumer needs”.
Expanding on this, he said: “Our step-change is a new additional focus on the opportunities to meet all the ‘why’ drivers such as seasonal celebration (Eid, Diwali, Chinese New Year, Christmas, Easter), connect (through our already successful snacking and sharing packs) and recharge/reward, by driving checkout and point of purchase sales, where gum is a must.”
