More Impulsive, More Impulsive, More Self-Discovery: The ever-changing face of the Duty Free Confectionery Shopper
5 minutes read
Introduction by: Peter Marshall
Delighted to feature the first in a series of exclusive articles written by Steve Hillam, Managing Director of Pi Insight, the highly regarded UK-based research specialist business operating exclusively within the international and domestic travel retail sectors. We start by focusing on the changing face of the duty free confectionery shopper. There is some very important messaging here for both retailers and brands as the confectionery category heads in a new direction.
When it comes to consumer trends, major shifts in shopper behaviour are rare. Typically, these behaviours evolve slowly over time, shaped by a mix of macroeconomic changes, cultural influences, and generational shifts. While we do see fluctuations at a local level – often triggered by short-term factors like pricing, promotions, or travel disruptions – true long-term behavioural change doesn’t happen overnight.
But the COVID-19 pandemic was a clear exception. It acted as a behavioural reset for the Travel Retail industry. With international travel nearly at a standstill, consumers were confined to domestic shopping environments. So when global travel resumed and passengers returned to airport stores, many found themselves unfamiliar with the Duty Free offering – and more open to exploring new or unfamiliar products, both individually and across the industry as a whole.
Initially, this surge in trial and discovery was expected to be temporary – a response to novelty and necessity, rather than a long-term change. The industry consensus was that by 2024 or 2025, shopper behaviours would gradually return to pre-pandemic norms, mirroring 2019 patterns as international travel picked back up and routines reformed.
However, that hasn’t fully happened—at least not for Confectionery shoppers. According to Pi Insight’s new Global Confectionery Shopper Study, the anticipated reversion has only been partial. This ongoing shift continues to challenge how we understand and engage today’s travelling Confectionery consumer.
Increasingly Impulsive
Impulse has always played a big role in Confectionery shopping – but now, it’s even more dominant. In fact, a huge 71% of buyers say they didn’t plan to make a purchase before their trip. And even among those who did plan ahead, that planning is much looser than it used to be. Instead of walking in with specific products in mind, shoppers are more likely to have a general idea – maybe they know the kind of treat they’re after, a few favourite brands, or how much they want to spend.
This shift puts more pressure on retailers and brands to grab attention in the moment. Eye-catching displays in high-traffic spots – like entrances or checkout areas – are more important than ever. Bold packaging, limited edition products, and messaging that highlights added value can help turn browsers into buyers.
Offering small, affordable treats or bundling products to boost perceived value is another great way to tap into impulse behaviour. Sampling, playful branding, and seasonal themes can also be powerful tools to catch the eye and spark that spontaneous purchase.
Experimentalism
Back during the pandemic, shoppers were stuck with fewer options at home – domestic shelves just couldn’t match the variety typically found in Duty Free, so, when international travel picked up again, many travellers came back to airport stores curious and excited to try something new.
What started as a short-term reaction has turned into a lasting shift. Today’s Confectionery shoppers now see Travel Retail as more than just a place to pick up familiar favourites – they see it as a space for discovery. They’re actively looking for new experiences and using the opportunity to explore brands and products they wouldn’t usually choose.
This offers the ever increasing and unique opportunity to drive brand trial across an ever-changing consumer base and truly take advantage of the ‘shop window’ that Travel Retail is often perceived to be. After all, as a channel, we are just borrowing the domestic shopper for a brief period, and the benefit of driving trial and uptake in the airport can expand far further than just within an airside Duty Free store.
Self-Discovery
Only 28% of Confectionery shoppers are now turning to staff for advice during their shopping journey, a fall of 10% vs. pre-pandemic. But when they do engage with staff, the experience is usually a positive one with shoppers being positively influenced far more often than not.
That said, the trend is clear – more and more shoppers prefer to browse on their own. They like to explore products, brands, and ranges independently, which makes it more important than ever for retailers to support that self-directed experience and desire for self-discovery.
This places greater emphasis on ease of shop and simple, intuitive store layouts which naturally guide people through the retail space, supported by clear signage. Grouping items by category, brand, or occasion – like gifting, self-treating, or sharing – can help shoppers quickly spot what they need, as can visual cues, such as colour-coded areas or multilingual labels.
Digital tools like QR codes or interactive displays are also a great way to give curious customers more information and guide that decision making, whilst still maintaining that independent shopping experience that is increasingly being craved.
Bonus Theme: Snacking & Gifting
Snacking is still the number one reason people buy Confectionery, with gifting coming in second. There’s nothing new there – but what continues to stand out is just how much occasion-based shopping shapes behaviour in this category. Whether it’s grabbing a quick treat, picking something up for someone else, or indulging in a little self-reward, the occasion behind the purchase still plays a key role in how and what people choose to buy and therefore, simply cannot be overlooked when discussing shopping behaviours.
To make shopping feel more personal and focused on a shopper’s specific occasion, stakeholders should look to build product ranges around key travel moments – like gifting, sharing, self-treating, and seasonal celebrations. Clear signage and dedicated displays for each occasion to help shoppers find what fits.
Highlighting themed offers – such as “Perfect for Gifting” or “Treat Yourself” – taps into emotions and makes the experience more relevant. Packaging, messaging, and merchandising that reflect these moments can strengthen the connection and encourage more thoughtful, occasion-driven purchases.
In short, the Confectionery shopper has changed but also continues to change. While many thought shopper behaviour would bounce back to pre-pandemic habits, the Confectionery category in Duty Free continues to head in its new and current direction.
Impulse buying is stronger than ever, with more travellers making spontaneous purchases and showing less pre-planning. Shoppers are increasingly more open to trying new brands and products, using Travel Retail as a space to discover. Today’s shopper is also more self-reliant.
Opportunities and challenges continue to present themselves for the Confectionery category, all the way from price increases to the current Dubai Chocolate trend, but understanding today’s shoppers wants, needs and expectations has never been so important with today’s shopper behaviours continuing to evolve and shift away from the shopper we once knew.
