Building Food into the #1 Most Purchased Category
Food is underperforming and underexploited in Travel Retail
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.
Food is critical to recruiting shoppers
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.
Building Food to #1 by reimagining the category
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.
VERSE - The Model For Growth
Successful implementation of this model requires understanding and deployment of all five identified drivers of growth:
VALUE
"I want the best choice of brands and I want to be surprised"
ENGAGEMENT
"Help me discover what’s new and different"
SENSE OF PLACE
"I want to take back something that reminds me of my trip"
REGENERATION
"Show me what you are doing for the environment"
Summary
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