Introduction: Confectionery is increasingly prominent among travel retail’s most dynamic and emotionally resonant categories and Mondelez World Travel Retail (WTR) is firmly at the heart of that momentum.
Speaking to The Moodie Davitt Report Brands Director Hannah Tan at TFWA World Exhibition & Conference 2025 in Cannes, Mondelez WTR Marketing Director Anna Somogyi shares insights into category performance, the strategies driving penetration and conversion, and how Mondelez WTR plans to leverage innovation to elevate traveller engagement.
She also previews what industry stakeholders can expect at Mondelez WTR’s forthcoming Destination Value webinar.
Confectionery’s growth story
Few categories capture the joy and impulse of the travel experience quite like confectionery. That is the view of Mondelez World Travel Retail Marketing Director Anna Somogyi as she explains how its universal appeal continues to fuel strong performance for Mondelez and the wider channel.
“Hot off the press, we see that confectionery continues to be a key growth driver for the travel retail sector, growing faster than the total industry,” she says. “What makes me particularly happy is that a large part of this growth is driven by Mondelez.
“If we look only at the international brands, one-quarter of the growth is driven by Toblerone. That underlines that we’re not only talking about growth – we’re delivering it.”
This success has not gone unnoticed. Mondelez was recently named the top supplier by the Advantage Report 2025, an accolade Somogyi describes as deeply motivating. “I’m so happy and humbled that we were named number one supplier of the year,” she notes. “Thank you to all our partners and for all the programmes that we do together.”
Tackling penetration and conversion head-on
Despite this performance, Mondelez WTR and the wider confectionery category are still faced with the challenge of falling penetration and conversion. Somogyi believes the solution lies in better understanding travellers’ behaviour and tailoring the offer accordingly.
“The main characteristic of confectionery and travel retail is its resilience,” she says. “Confectionery is the most universal category – loved by everyone regardless of age, gender or background. People connect with our brands from childhood, so we start from a strong position.”
When we had our big brand presentation, one of our team members who has been with the industry for decades told me, ‘Anna, this is the best marketing plan I’ve ever seen’
A crucial lever is pricing. Somogyi explains that adjusting the portfolio to meet a wide range of shopper needs is a core focus. “The biggest challenge is penetration – how to bring more shoppers into stores. We’re addressing that by ensuring the right entry price points for travellers who may want to spend less.
“We are also tailoring our price-pack architecture to different generations and nationalities. That’s why we run different promotions in different regions.”
Once shoppers are in-store, conversion depends on sparking emotion. “When it comes to conversion, it’s all about love and excitement – what travellers see and experience in-store,” Somogyi continues. “Our programmes focus on exclusivity, newness and digital engagement.
“A great example was in Athens recently, where we launched the hyper-exclusive Toblerone Crunchy Popcorn – only a handful of pieces available worldwide. People went crazy about it. They loved that there was something they could not get anywhere else.”
Traveller-led innovation
Innovation remains a critical engagement driver, and Mondelez’s latest launches are carefully designed with travellers in mind. “Looking through the passenger’s eyes, we have a fantastic line-up aimed at converting even more travellers,” says Somogyi.
Among the highlights is a new 200g Toblerone range, tailored to diverse travel scenarios. “We are going to convert even more passengers with the 200g Toblerone innovation – perfect for gifting and for travellers wanting to share a message with loved ones, whether they’re on a business trip or visiting family.
“We’re also strengthening our range with sense of place products, including a new Cadbury pouch,” Somogyi notes. “Snacking is another focus. Travellers want variety, so we’re introducing flavour innovations and selections from Milka and Oreo, combining much-loved flavours ideal for sharing.”
Mondelez is exploring new pairings to elevate the sensory experience, something the company considers crucial to consumer allure and satisfaction. “In chocolate, it’s very important to deliver sensorial texture and indulgence,” Somogyi explains.
“We’re also launching products that blend our hero brands, such as Cadbury and Milka, with biscuits, such as Biscoff, adding a crunchy texture and coffee-caramel notes – the perfect treat for any trip.”
A bold roadmap for 2026
Looking ahead, Mondelez has ambitious plans to take confectionery engagement to the next level in 2026. Somogyi gives a glimpse of what’s to come: “Now I’m going to tell you a little secret. When we had our big brand presentation, one of our team members who has been with the industry for decades told me, ‘Anna, this is the best marketing plan I’ve ever seen.’
“This is because it’s a combination of strong innovation, impactful point-of-sale programmes and the most powerful social media activations we’ve ever run.
“We’ll bring all of this together with deep insights and close collaboration with our retail and airport partners.”
Destination Value: a new industry call to action
Mondelez is also preparing for Destination Value, an upcoming webinar on 30 October designed to help the industry address long-standing challenges and unlock greater growth.
“This is a very special programme for me because it’s been in the making for over 12 months,” Somogyi says. “We’ve gathered extensive data and insights, including 12 focus groups with key nationalities – British, Chinese, American – to understand their travel behaviours. We also analysed data from 32 airports and conducted numerous interviews to build a robust picture of how we can address the key challenges.
“Our aim is to move beyond simply talking about penetration and transaction value and instead bring concrete solutions. The webinar will offer rich insights, inspiration and a call to action to boost value across the travel retail industry.”
All these initiatives underline Mondelez WTR’s commitment to deepening partnerships, enhancing its offer and pushing the boundaries of what travellers expect. Somogyi’s message is clear: enduring success will come from collaboration, creativity and consumer-centric thinking. ✈
