SINGAPORE. Kellanova’s snacking brand Pringles has highlighted its travel retail innovation and sustainability drive during its presentation at the ongoing TFWA Asia Pacific Exhibition & Conference in Singapore.
Citing data from m1nd-set, the brand highlighted the growing importance of travel retail, with market value reaching US$69 billion – 10% of which comes from the food category.
The study specifically identified savoury snacks as the fastest-growing food segment in the channel, with market share surging from 33% to 43% within just a year (2023-2024).
The savoury snack segment sales increased +9.8% year-on-year in 2024, with a +4% conversion rate, the highest among other sub-categories.
In 2024, savoury snacks and chocolate emerged as the top-selling food items in travel retail, with rising consumer preference for savoury selections. This trend is especially strong in high-demand regions such as Asia Pacific (38%), Africa (40%), the Americas (43%), Europe (45%) and the Middle East (44%).
Reinforcing its leadership in the snacking category, Pringles is tapping into the growing traveller demand for savoury snacks.
Underscoring the category’s further growth potential, Pringles is leveraging its strong brand recognition with exclusive travel retail offerings and immersive in-store activations to capture rising demand.
The research revealed that consumers need an average of seven product exposures before purchasing – a key insight driving Pringles’ focus on high-impact displays, interactive trials and eye-catching packaging.
Sustainability and innovation at the core
Beyond its snack offerings, Pringles has reinforced its commitment to sustainability by modernising its production facilities to improve efficiency and reduce environmental impact.
The company has implemented a water recovery initiative at its Mechelen plant, designed to reduce annual water consumption by -50%. The facility currently uses 400 million litres of tap water per year – the average yearly consumption of 10,000 people.
In addition, the brand is developing next-gen paper-bottomed cans at the Mechelen site.
The Pringles production facility has transformed its operations by integrating advanced technologies to boost productivity and modernise operations.
One key innovation is the use of virtual reality for employee training, offering a faster, more immersive learning experience.
This tool enables staff to simulate various production processes without disrupting live operations, resulting in faster, more engaging training and significant time savings on the production line.
Proven success of retail activations
At the TFWA Conference, Pringles highlighted the outstanding outcomes of their recent marketing campaigns.
One of them was an exclusive brand activation in April 2024, which has resulted in a sixfold surge in sales during the promotional period. The following month, a campaign featuring video screens drove sales up 5.8 times, reflecting how effective displays and product sampling can influence buying decisions.
Looking ahead, Pringles is enhancing its marketing footprint through high-impact airport partnerships. These collaborations are designed to significantly boost sales by up to five times, while amplifying brand visibility on-site and beyond.
Beyond the airport, the strategy also drives wider exposure through other consumer-driven social media platforms, reinforcing long-term brand awareness and customer loyalty for Pringles. ✈
