Mars hopes to connect with travelers in duty free chocolate checkout space

Mars International Travel Retail (ITR) will lift the lid on airport duty free shopping and specifically why travelers shop for confectionery before boarding a flight.

As part of its presentation at the Duty Free Travel and Retail Global Summit, Mars ITR cites four reasons why shoppers make confectionery purchases: to celebrate, to connect, to recharge and to reward.

TFWA World Exhibition & Conference, running from October 1-3  at the Palais des Festivals in Cannes, will see many of the top chocolate and confectionery brands represented, including Mondelēz, Ferrero, Lindt and Godiva.

As well as presenting background to its  findings, Mars ITR said it will demonstrate the importance of “offering a complete product offer​” to travelers, covering all purchasing reasons.

Mars ITR category director Raghav Rekhi told MoodieDavittReport.com: “When purchasing confectionery, consumers generally shop for one of four different reasons. To recharge, to reward themselves, to connect with others, or to celebrate.​

“In global travel retail, purchasing is primarily to connect, with celebrate coming a close second. However, our insights indicate there are opportunities in the recharge and reward space across all price points​.”

Rekhi added that, in 2019, Mars ITR will continue to offer travelers a portfolio of brands and products that “addresses all consumer needs.​”

The move comes after Nestlé Swiss relaunched its NITR travel exclusive chocolate range​ earlier this year to also capture the sharing, treating and gifting markets at duty free checkouts.