Value
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Helping the food category take off
Currently food is underperforming and underexploited in the Travel Retail sector and we want to change that.
At the moment, confectionary is the primary focus for shoppers In travel retail. But we recognise that there are serious opportunities offered by other categories such as hot drinks, savoury snacks and health supplements.
To help our retailer partners take advantage we are going to broaden the food proposition to better represent what food means to people’s lives, and reimagine the category.
As part of the world’s largest food company, NITR is specially positioned to tap into non confectionery growth areas with over 60 billion-dollar brands in its portfolio.
The results from our in-depth research study commissioned through M1nd-set reveals the potential to grow food beyond the core confectionery segment.
Taking the category to new shores
For us to achieve our goal of being top spot in travel retail we need food to be in at least 50% of consumer baskets by 2030, and our ambition is to reach this mark before then. And to do this we need to to recruit shoppers by reimagining food in travel retail and applying our growth model VERSE.
*As of Q2 2024 we have moved the category to 35%.
Introducing VERSE
The 5 key drivers of growth in food
Beyond Confectionery
Coffee
Research shows 84% of travellers say they are likely to buy coffee in travel retail
Wellness
Travellers are now more concerned about their physical (87%) & mental well-being (73%)
A Powerful Companion
VERSE is altogether different because it invites the business to think holistically about the food category, pulling on levers that, when combined, will significantly reimagine the existing category.
It’s true that confectionery didn’t become a major category overnight, and we are dedicated to building the broader food offering through this strategy. We know It will take time, but we are excited about the progress we’re making with getting Food to No.1.
Please join us and be a part of this journey.