Pre-Covid crisis, food was in healthy growth globally across domestic markets - travel retail did not mirror this trend.
Confectionery is well exploited in travel retail, however non-confectionery is currently significantly under-leveraged.
As the No.1 driver of cross category purchase and the second most purchased category, food (including confectionery) is critical to driving sales.
Accessible price points, the ability to meet multiple shopper needs and quality brands means that food plays a pivotal role in recruiting shoppers.
Our ambition is to build food into #1 most purchased category which translates to food being in 50% of baskets by 2030.
Our strategy is to recruit shoppers by reimagining food in travel retail and applying our growth model – VERSE.
Successful implementation of this model requires understanding and deployment of all five identified drivers of growth:
"I want the best choice of brands and I want to be surprised"
"Help me discover what’s new and different"