“The travel retail channel remains a key focus for us and Ferrero Travel Market is committed to working with and supporting its trade partners.” So says General Manager Sergio Salvagno as he prepares to showcase Ferrero Travel Market’s simplified range at the upcoming Summit of the Americas — A Virtual Experience on 5-9 April.
“We will focus on our bestsellers in each confectionery category to make sure that travelling shoppers can easily access their most-loved brands. By focusing on our core range, we are confident that we will lay out a win-win for both trade partners and travellers.”
Ferrero Travel Market’s simplification strategy began in 2020 as the company pivoted to soften the impact of the COVID-19 crisis. The strategy, according to Salvagno, has been well received by partners although it is too early to tell whether it will carry over in the longer term.
He said: “Given the current volatility of the markets, it is too soon to comment on the market reaction, which will dictate the direction of this strategy’s follow-up.”
Salvagno notes that while Ferrero Travel Market is streamlining its product portfolio, it is still investing in new product innovations for when the crisis eases.
“In a similar vein to the on-market situation, we will continue to work on innovation for the future. We truly believe that this is a transitional moment for the travel retail industry and Ferrero will continue to invest in new and streamlined product developments to embrace the world after COVID-19.”
Ferrero Travel Market will be showcasing new lines from its core Nutella, Ferrero, Kinder Bueno and Tic Tac brands at the Summit of the Americas.
It will also be highlighting a new travel retail-dedicated Nutella platform, which was officially launched in February 2021.
The restyled platform promotes travel retail-exclusive Nutella and Nutella B-ready products along with a number of digital visibility tools.
“The objective of the restyle is to highlight the exclusivity of the Nutella travel retail range,” Salvagno says. “We also want to emphasise the unique selling propositions that address key gifting or sharing purchase occasions. We believe the restyle increases brand value and will delight Nutella lovers around the world. We are very excited to see the response on market for this project.”
While travel retail continues to feel the impact of extended lockdowns and travel restrictions, Salvagno underscores the role that the confectionery category can play to drive channel recovery. “Thanks to elevated conversion rates as well as the impulsive nature of purchase within this category, we believe the confectionery category will help drive industry recovery now and in the years to come,” he says.
“Chocolate and confectionery products are synonymous with small gestures of happiness and sweet moments spent with loved ones, both of which are fundamental in the context of today. However, the confectionery sector needs to capitalise on its core offers to attract and engage with travellers in a unique way.”
Salvagno remains positive about the Americas region despite the current situation in the market. “The Americas region is an important of our business. However, it has been tremendously impacted by the pandemic.
“Nevertheless, we have great expectations from the recent legislative developments that are favouring expanded confectionery allowances for travel retail in the region.”
Commenting on how travel retail can engage with consumers to drive a sustained recovery, Salvagno says, “The industry needs to work together to safeguard the health and safety of all travellers. Following this, the need to provide unique experiences within the travel environment will become even more essential. Only in this way can we endeavour to drive the recovery of travel retail.
“Industry partnerships need to work together to enhance the relevance of the travel retail offer and provide tangible benefits for customers and maximise profitability for all partners. On a wider note, by encouraging more transparency and information sharing within the travel retail community, we will be able to pull each other up and drive recovery together.”
Click on the video above for an explanation of how the virtual Summit of the Americas event works for exhibitors and visitors
To learn more about this opportunity, please download the 2021 Virtual Summit Information Briefing. For virtual stand reservations or media, please contact Irene Revilla at Irene@MoodieDavittReport.com.
For general questions about participation in the Virtual Summit, please contact Steven Antolick for further assistance.