Nestlé International Travel Retail (NITR) is unlocking Asia Pacific growth with the A.C.T. framework – Attract, Convert, Thrive.
A.C.T. aims to drive sustainable category growth by placing engagement, innovation and shopper experience at the heart of the traveller journey.
The A.C.T. model is built on three core pillars. Attract focuses on increasing visibility and footfall through elevated in-store presence and experiential activations.
Convert aims to turn browsers into buyers by leveraging key emotional drivers such as gifting, sharing, self-treat and impulse purchasing.
Thrive centres on long-term category development, underpinned by innovation, sustainability and the strength of Nestlé’s global brand portfolio.
“Experience‑led retail is becoming essential to category growth, particularly in Asia Pacific,” said NITR General Manager Fred Porchet. “A.C.T. allows us to strengthen confectionery’s role in travel retail by enhancing discovery, increasing engagement and ultimately encouraging more travellers to shop.”
Asia Pacific as a confectionery growth engine
Asia Pacific travel retail is key to the strategy, with the region continuing to lead global air passenger growth, the company said. NITR is increasing its investment across key regional hubs, including Singapore, positioning them as platforms for innovation, partnership and category development.
In addition, NITR is adapting its approach to meet evolving expectations around digital engagement, brand purpose and experiential retail especially among Gen Z travellers.
“We see Asia Pacific as a critical growth driver for the future,” Porchet added. “With Gen Z driving the future of the travel retail landscape, we are investing in experience‑led platforms and digital engagement that create meaningful brand interactions, increase category engagement and convert more travellers into shoppers.”
The A.C.T. strategy, introduced last year, will be further demonstrated at the TFWA Asia Pacific Exhibition (Stand S15, 2B2) in Singapore (10-14 May).
KitKat Japan to shine at TFWA Asia Pacific
A major highlight of NITR’s new-look presence at the TFWA Asia Pacific Exhibition will be the regional debut of KitKat Japan, a brand widely recognised for its limited-edition flavours, collectability and strong cultural resonance.
KitKat Japan will be supported by digital- and gaming-inspired experiences that extend dwell time, boost footfall and stimulate conversion.
KitKat’s global partnership with Formula 1 will also feature prominently on NITR’s stand, with travel retail-exclusive products illustrating how the brand is leveraging major cultural platforms to connect with a new generation of travellers.
In addition, NITR will showcase its refreshed Nestlé Chocolate range alongside new flavour innovations in the After Eight portfolio, including bolder propositions that move ‘beyond mint’ to appeal to contemporary tastes.
“We are presenting powerful platforms that unlock immersive experiences and digitalisation,” said Porchet. “By transforming traditional retail environments into interactive brand spaces, we encourage discovery and impulse purchase while delivering value for our retail partners.” ✈
