Introduction: In this guest column, Lindt & Sprüngli Head of Global Travel Retail Peter Zehnder talks about Lindt’s premium gifting appeal, the ‘Say it with Chocolate’ growth platform and its recent gifting drive at the TFWA World Exhibition and Conference in Cannes.
Throughout Lindt & Sprüngli’s 175-year history, gifting has always been a driver behind the growth of our business, and in the wider chocolate category. Indulgent, yet affordable, accessible yet still a treat, premium chocolate has all the hallmarks of the perfect gift.
According to recent research with Polaris, confectionery shoppers – regardless of the recipient – are willing to pay more when gifting than they typically would for self-consumption. Gifting is all about making others feel special, and quality is clearly a key factor in sending the right message.
This comes from the ‘Delight’ pillar of our category vision and the data, which shows that premiumisation and quality play the biggest parts in driving conversion. With business travel on the rise, gifting is an area where retailers not only have a growth opportunity but also a chance to drive premiumisation across the entire confectionery category.
Year-round gifting opportunities are part of the ‘Say it with Chocolate’ growth platform in our Category Vision. At the TFWA World Exhibition & Conference, we were keen to deliver a clear message to our retail partners about this opportunity. Our studies show that delivering year-round gifting options with obvious gifting cues, personalisation and premium quality, offer clear runways to growth, and we are here to support partners in this space.
The Cannes show also provided us with the perfect opportunity to demonstrate our gifting credentials, not only on our stand, but all around the exhibition. We took the opportunity to gift Lindor to several individuals within travel retail to whom we wanted to show appreciation – whether for the flair their brands bring to the channel, their leadership in sustainability or the work they do to support the industry on a global scale.
Across all gifting occasions, think quality
Visitors to the Lindt stand had the pleasure of meeting two additions to our diverse gifting offer – Captain Cocoa and Captain Skyla – the faces of our new gifting range for the whole family. Offering a playful travel-themed spin on our renowned Napolitains, these characters will be sure to capture the hearts of all travellers.
Also on show at TFWA World Exhibition & Conference were our travel-exclusive Lindt Swiss Masterpieces line. Since its launch, our Lindt Swiss Masterpieces collection has become the ultimate gifting range to impress.
These exquisite chocolate pralines, which have been updated to include ten new recipes, are carefully crafted with passion and know-how by our Lindt Swiss Master Chocolatiers to create an unparalleled indulgence.
In a world where gifting often serves as a way to express love, gratitude and connection, Lindt’s vision for gifting in travel retail allows retailers to capitalise on both the year-round and festive opportunities.
However, regardless of how shopping behaviours and consumption patterns change and evolve our strategy will always be underpinned by our unswerving dedication to high-quality, premium chocolate. When gifting, shoppers simply do not want to compromise on quality. So, the next time you find yourself looking for a fail-safe gift in the airport, think quality. ✈
Watch the YouTube video above of our recent Moodie Davitt Video interview with Lindt & Sprüngli Head of Global Travel Peter Zehnder filmed on location at the TFWA World Exhibition in Cannes
