Introduction: Travellers’ emotional state – and their desire for comfort, connection or a sense of place – is key to building lasting brand engagement and growing the confectionery category in travel retail.
In this piece, Mondelez World Travel Retail Director Category, Customer & Shopper Marketing Anna Somogyi explores how destination-inspired storytelling, authenticity and a well-curated offer can elevate confectionery from a simple purchase to a meaningful experience.
In travel retail, understanding shoppers goes far beyond spreadsheets and statistics. The real insights come when we stop and listen to what travellers feel and need in that moment – because while data can guide us, it’s emotion that drives decisions.
When shopping in an airport, consumers are suspended between the known and the unknown, and that mindset deeply shapes their purchasing behaviour. For outbound travellers, there is often comfort in the familiar. Many want to bring a favourite brand or flavour with them, something that feels safe and enjoyable. Others treat themselves to something more premium, a small indulgence to elevate the journey.
And of course, there’s the meaningful gift: something with a taste of home to share with friends or family abroad. These moments aren’t just purchases, they are expressions of comfort, connection and identity.
On the return journey, it’s a different story. Shoppers are looking to bring a piece of their adventure home – perhaps chocolate that captures the local flavour or packaging that feels unique to the destination. It’s not just about a souvenir; it’s about holding onto a memory.
Creating this kind of experience requires a deep understanding of who the shoppers are. We know that around two or three out of every ten are actively looking for something local or original.
This group, often referred to as ‘local touch seekers’, represents the largest traveller segment across all regions (source: m1nd-set), highlighting the growing appetite for local relevance.
Younger travellers also tend to be more price-conscious, which is why confectionery holds strong appeal: it’s accessible, giftable and offers great storytelling potential.
Today’s shoppers want to believe in what they’re buying. If a product has a bold statement, for example ‘taste of the nation’ or ‘best travel gift’, it better live up to that promise. It must be rooted in something real, whether it’s culinary tradition, cultural relevance or local heritage.
Consumer awareness is growing, along with a clear preference for authentic brands – 86% of global shoppers consider authenticity a deciding factor when making a purchase, and 80% are willing to pay more for trusted brands (source: m1nd-set).
This is where lesser-known brands often face what’s referred to as an ‘authenticity deficit’ – a gap in trust that makes shoppers hesitate. More than 70% of travellers still harbour doubts about the credibility of unfamiliar brands, particularly in duty-free environments where time is limited (source: m1nd-set). As a result, established brands that consistently deliver authenticity and reliability tend to earn stronger emotional connections and customer loyalty.
Simplicity matters too. Sometimes, offering less is more powerful. A well-known study by Sheena Iyengar and Mark Lepper found that shoppers were six times more likely to make a purchase when presented with six options rather than 24. This is especially relevant in airports, where travellers are often rushed, tired or navigating an unfamiliar environment. Overwhelming them with choice risks losing them altogether.
At Mondelez World Travel Retail, our focus is on creating retail experiences that go beyond the transaction. We want shoppers to pause, take in their surroundings and discover something that feels special. Whether through thoughtful storytelling, interactive displays or a well-placed photo opportunity, it’s about creating a moment that resonates emotionally.
Every airport has the potential to grow through destination-inspired retail, but the key lies in how it’s brought to life. It’s about how you use a space, how well you curate the offer, and how deeply you understand what shoppers truly care about.
At Mondelez WTR, we believe in creating experiences that do more than sell – they connect. And that starts with listening. ✈
