Pernod Ricard research details geographic differences in gifting segment

Launched with gifting in mind: Pernod Ricard’s limited edition variant of Martell Cordon Bleu – with a bottle designed by Parisian artist Mathias Kiss – landed in time for the holiday season

Pernod Ricard Global Travel Retail has revealed the results of research it recently conducted into gifting in the travel retail space.

With gifting one of the most common reasons for passengers to shop, the Pernod Ricard Global Nationality Tracker, commissioned in July 2019, aimed to assess regional and cultural nuances and differing needs and desires by geographic region. The research found that Chinese/Hong Kong Chinese, Japanese, Russian and German travellers are the most likely to purchase gifts for their friends.

Those travelling from Asian Pacific countries, as well as from Spain, France, North and South America and South Africa, are the most focused on buying gifts for their families. South Koreans, Taiwanese, Indian and Japanese travellers are the most likely to purchase travel retail products for business gifting reasons.

Additional Pernod Ricard research into high value gifting, conducted in January 2019, assessed the impact of factors such as giver profile, the intent, and the occasion as driving factors in choice of brand and value of gift.

Recipients can influence traveller purchasing decisions based on their profile and status, as well as the closeness between themselves and the traveller, Pernod Ricard said. Gift buyers are more likely to reach a sale of a higher price point if the recipient in mind is close to them.

The price point of the sale can also depend on the giver profile – travellers vary in their level of thoughtfulness and also their category confidence, according to the research. Those not as well versed in the particular brands within a category will make decisions based on brand names and product aesthetics, as opposed to the quality of the liquid.

The gifting occasion will also inform their choice. Formal gifting occasions, like birthdays and Christmas presents, will lead to different purchase decisions than for gifts brought more casually, out of a sign of respect, for example.

“Pernod Ricard Global Travel Retail and its brands focus on curating travel retail products that make the ideal gift, no matter the occasion, catering for different consumer buying behaviours worldwide,” commented Pernod Ricard Global Travel Retail Strategy and Insights Director Anuj Roy.

“Recognising that these habits are constantly evolving, it is important to conduct regular research in order to keep abreast of the latest trends and ensure our products are relevant and exciting for travellers, in turn ensuring that any product can be suitable for personal use or for gifting.”

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