With huge future international passenger traffic forecast (according to m1nd-set research), NITR said it sees huge potential to convert more travellers into engaged shoppers, especially as Gen Z emerges as the largest global passenger segment.
Highly impulsive and experience-driven, NITR noted that Gen Z demands exclusivity and emotional connection, “qualities confectionery is uniquely placed to deliver”.
NITR’s stated ambition is to place confectionery at the centre of its ‘Food No. 1’ growth platform, guided by its ACT framework: Attract, Convert, Thrive.
The roadmap focuses on driving store footfall through stronger visibility and experiences, activating conversion triggers such as gifting and impulse, and building long-term category value via innovation, sustainability and global brand strength.
The company has set a bold industry challenge: 50% category growth by 2030.
NITR General Manager Frédéric Porchet said: “Confectionery has unique potential to engage travellers through emotions, novelty and impulse. Our strategy is rooted in a deep understanding of today’s shopper motivations – elevated indulgence, sharing and connecting, celebrating the seasons, and the drive for conscious, high-quality treats.
“By focusing on untapped opportunities, we can energise the category even more and inspire the next generation of shoppers. In other words, if we can attract more travellers into the store through engaging experiences, digital and physical touchpoints, and targeted campaigns, we can leverage confectionery’s high conversion and impulse nature to boost overall duty-free sales.”
Among NITR’s major brands taking centre stage at TFWA Cannes will be KitKat (including the new Formula 1 global partnership and a ‘Taste of the world’ platform) and After Eight.
After Eight in travel retail will include new products, promotional support and personalised gifting activations in the premium segment, NITR said.
Nestlé Sustainably Sourced Cocoa will also be highlighted, with the launch of redesigned premium gifting formats made with responsibly sourced cocoa, marrying Swiss expertise with sustainability.
“This is more than a strategy – it’s a movement,” Porchet added. “At NITR, we’re not just responding to change, we’re leading it. Our new category strategy is designed to inspire, engage and grow with our customers. Together, we’re shaping the future of confectionery in travel retail.” ✈
