Nestlé: Food Reimagined
Food Reimagined – A diet of diversity at Lagardère Travel Retail
Welcome to the latest instalment of a thought leadership column in partnership with Nestlé International Travel Retail that aims to raise the profile of food and highlight its potential as a key growth driver in the travel retail mix. In this issue Lagardère Travel Retail Vice President Foodservice Mélanie Guilldou hails the critical role of food in boosting consumer spend.
The role of food, and in particular fresh food, will be among the drivers of growth for the wider food, snacking and confectionery categories in the travel sector. So says Lagardère Travel Retail Vice President Foodservice Mélanie Guilldou.
“I believe that the role food (and mainly fresh food) plays will be much more important than the one of confectionery.
“Customers are looking for more qualitative fresh food in travel retail, both in travel essentials stores but also in duty free. And they are ready to pay for quality. So it will definitely be a strong lever to increase the average ticket.”
Mélanie Guilldou stresses the importance of a fresh food offer even in the retail mix
Food therefore represents a great growth opportunity, while confectionery is already well established in travel retail – though this too has room to grow with “local brands and more responsible products” among the levers.
Engaging the next generation of travellers is high on the agenda for the Paris-based travel retailer, as it is for its peers.
Guilldou says: “Younger travellers seem to be interested in value propositions, without compromising on the quality of the products, even if the definition of quality can have a very broad scope. Some will demand fewer additives, some will look for less processed products, some for more responsible ones. And they are interested in saving time and money. So having one-stop shopping in a travel retail store can perfectly answer their needs.”
Hybrid formats that blend retail with food products can play their part, an example being food markets such as Napa Valley Markets in the US. Here, fresh food is put forward in a different way, while also offering a wide range of confectionery.
Food & confectionery must occupy a “universe that helps to tell a story and communicate the offer”, says the travel retailer
“Proposing new merchandising is also a good way to boost sales, giving the feeling that it’s a differentiating offer, not what we are used to seeing in airports or stations. Again, enhancing localness and responsiveness will be a plus,” notes Guilldou.
Food must work alongside other categories, she adds, but in its essence it must occupy a “universe that helps to tell a story and communicate the offer”. Food also propels impulse purchases, while queuing lines can drive additional sales, notably for confectionery, on the path to the till point.
From brand partners, the retailer is seeking newness in recipes, packaging and other innovations as it seeks to maximise the potential of this category.
Guilldou says: “Partnerships can really help in building unique offers to airports, which will ultimately have an impact on sales.”
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The Moodie Davitt eZine Issue 332 | 8 March 2024
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