Happy kids,
happy parents

Whether travelling together or not, parents are more health-conscious, aware and concerned about the sugar content in the confectionery they give to their children.

They are looking for ways to contribute to their kids’ development and cues such as ‘learning through play’ pique their interest. Parents want to treat their kids without feeling guilty, so buying any confectionery their kids want – just to keep them quiet during a journey – is becoming less relevant.

For this sales driver to gain momentum, a combination of the following boxes need to be ticked: right-sized packs;

ingredients with appropriate nutritional requirements and allergen free; possible toy or activity included to create a fun factor; a treat that is easily portioned or individually wrapped into small portions.

Barriers to making a purchase include treat sizes that are too large to control the quantity consumed; too much fat and/or sugar in the product or conversely that a ‘healthier’ treat option may not be fun or tasty; or simply that parents completely skip the confectionery aisle to avoided being nagged.

Products with a win/win
of ‘treat/taste’ vs ‘health’ with an additional engagement factor

Nestlé International Travel Retail has identified Healthy Progressives, Energetic Occasionalists and Family Enthusiasts (family, extended family and close friends giving to children aged 6 to 12) as the target shoppers in its segmentation.

Travel retailers satisfying the key parental demand for finding treats their kids will love while being confident that they are not over-indulging them or giving them too much of a bad thing are the keys to maximising this driver’s potential, says Nestlé.

Consumer insights

  • Adults are more likely to visit a duty free shop when travelling with children (48% of travellers with children versus 41% of travellers without children)
  • Travellers with children visit more categories (on average three)
  • A higher percentage of travellers with children purchase in airport shops (37% versus 28%)
  • Travellers with children tend to spend significantly more than those without (US$204 versus US$160)
  • Parents have a favourable view of smaller portions that allow controlled consumption or lower-sugar products
  • Parents travelling with kids look for items that include elements for immediate play during travel or for toys that create a ‘wow factor’ back home

Spotlight Series

December 2019

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