Nordic Travel Retail Group and m1nd-set strike research partnership

The four-year partnership will offer NTRG members quarterly reports on consumer behaviours and air traffic

INTERNATIONAL. Trade association Nordic Travel Retail Group (NTRG) and travel research agency m1nd-set have struck a four-year strategic research partnership.

NTRG represents duty free and travel retail stakeholders in the Nordic and Baltic regions, serving 60 members in Iceland, Estonia, Latvia Lithuania, Sweden, Norway, Finland and Denmark.

The m1nd-set partnership will provide NTRG members with quarterly insights and reports into traveller shopping behaviour as part of their membership packages.

NTRG Chairperson and HR & Communications Director Haakon Dagestad commented, “We understand that our association members have all been heavily affected by travel restrictions in the past two years during the pandemic. Consequently, we feel it is important as a trade association to support them and help drive the return to growth.

“The regular insights from m1nd-set will be an excellent and highly useful tool for members and we are delighted to be able to provide this essential service and significant member benefit.”

The strategic partnership will deliver regular quarterly research reports throughout the year from 2022 to 2025, with channel specific surveys covering airports, airlines and ferries. The research will enable NTRG to benchmark regional shopper behaviours and KPIs.

Research topics include the impact of digitalisation in the travel retail environment, how travellers interact with digital and physical touchpoints, the evolving role of sales associates and the importance of training.

m1nd-set will also cover shopper feedback on store assortment, promotions, and the impact of price advantages on purchase decisions. In addition, the studies will analyse the growing importance of sustainability for shoppers in the Nordic and Baltic regions.

“Shopper behaviour and mindsets have evolved in numerous ways during, and because of, the pandemic,” added NTRG Board Member and Rémy Cointreau Nordics Director Elsebeth Lillienschiold.


“We are confident that these insights will prove extremely valuable to all members” says Elsebeth Lillienschiold

“Through this research partnership with m1nd-set, whom we have worked with for several years already, NTRG members will benefit from regular insights across all categories, travel channels and behavioural aspects over the next four years.

“We are confident that these insights, which are exclusive for NTRG members, will prove extremely valuable to all members. We would also strongly encourage any company that has ambitions to develop their business in travel retail in the Nordic region to become a member of the association.”

In addition, NTRG members will receive regular traffic data through m1nd-set’s partnership with IATA. The data will provide the association with accurate traffic forecasts, through IATA’s ARC air traffic data monitoring system. The reports will cover international departures data for the region, broken down by countries and nationalities.

m1nd-set Owner and CEO Peter Mohn commented: “We enjoy a very strong working relationship with NTRG, having collaborated with the association for many years already. We are delighted to be able to increase our value to NTRG and its members through this partnership. We believe these exclusive insights will not only provide existing members with invaluable, strategic market intelligence; it will also provide a significant value-add for recruiting new members to join the association.”

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