Confectionery brands look to mitigate consumer confidence by driving impulse purchasing and optimizing pack formats

Global volatility has an impact on the overall state of consumer confidence in travel retail, shaped by a mix of economic, geopolitical and behavioral shifts. Despite these challenges, Jana Stroop, Global Travel Retail Manager at Cloetta Global Travel Retail (Cloetta GTR), observes the confectionery category remains resilient. Brands from across the category continue to mitigate consumer confidence by driving impulse purchasing, optimizing pack formats and enhancing perceived value through exclusive design and storytelling.

Cloetta GTR is currently focused on developing the sugar confectionery subcategory in travel retail with the help of the hero brand The Jelly Bean Factory, by optimizing visibility, as well as retailtainment on the shopfloor. The company’s colorful carousel-style, bestselling display, which features flavor-first items like the Pop A Bean and 175-gram tubes, underlines the impulsive nature of confectionery shopping.

Stroop explains, “Travelers continue to seek joyful, premium and indulgent experiences, and confectionery still holds strong emotional appeal. Impulse shopping represents a majority of confectionery buying (71% according to PI Insight), which means that brands need to focus on being visible and positioning themselves correctly, as the modern traveler is not loyal to a respective brand.”

In agreement, Kellanova Global Travel Retail (Kellanova GTR) is shifting its focus from simple brand visibility to crafting immersive, shopper-centric experiences in the channel. Through lively activations and customized in-store displays, the company looks to captivate travelers and spark purchases. “This strategy is further reinforced by Pringles’ diverse product formats: from small cans ideal for on-the-go snacking, to larger sharing-sized options, and premium, travel-exclusive editions designed for gifting,” comments Jeanne Reijnders, Lead Global Travel Retail Duty Free. “Together, these engaging environments and versatile formats deepen emotional connections with shoppers and help rebuild confidence in the travel retail experience.”

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A growing respect

Zeyneb Larabi, Global Retail & Travel Retail Director at Valrhona, has no doubt confectionery is becoming a stronger player in the duty free market. She says the team could sense the potency of the category at this year’s TFWA Asia Pacific Exhibition & Conference compared to previous years, and the Dubai chocolate trend has contributed to “a growing respect” for the category. However, she notes, with this comes higher expectations for creativity from the industry.

“It is clear that across the confectionery category, consumer confidence is returning, albeit cautiously. A good barometer for this is the immense trending popularity of Dubai chocolate, which showed great sales and bolstered confidence across the whole category. It confirmed that the impulse to spend on confectionery is alive when the offer feels local, exclusive and fairly priced,” she says.

In partnership with Avolta, Perfetti Van Melle recently opened its first Chupa Chups shop in Barcelona’s Josep Tarradellas Barcelona–El Prat Airport. According to Lauren Potter, Marketing Manager – Global Travel Retail, Perfetti Van Melle, which launched in the city in 1958 after being invented by a Spaniard, has strong ties to the region. “This one-of-a-kind experience showcases the full Chupa Chups product range as well as offers a fun, digital experience through games, a photo booth and educational facts displayed on an interactive touch screen,” says Potter.

Under the Mentos brand, Perfetti Van Melle already has a strong range of impulse items including its Mentos Mints and Mentos Gum products, however it’s expanding its range to include several exciting new flavors for 2026 to keep up momentum and appeal to younger passengers. Next year will also see new pack sizes, formats and price points from Perfetti Van Melle.

Striking a balance

When it comes to balancing premiumization with value-driven offerings to address more budget-conscious travelers, Valrhona has developed a clear offer ladder. This way it provides options that cater to all customers, all at premium quality. “This ranges from small bars that travelers can grab for self-gifting, through to the core premium assortment – our ‘best of’ products. Beyond that, at the top of the ladder we have ‘high premium’ with destination exclusives and collaborations that are perfect for true connoisseurs,” says Larabi.

Valrhona has various new flavors and exclusive collaborations in the pipeline, in addition to two anniversaries in 2026. Coming up, a key focus for the brand will be its “The art of hospitality” concept featuring a series of artisan and chef partnerships.

In response to the same exercise, to strike a balance between premium offerings and value, Kellanova GTR has introduced a range of pack sizes suited to different snacking moments, combining accessibility with strong brand presence, Reijnders remarks. “Addressing rising concerns around health and HFSS (High Fat, Sugar & Salt) regulations, the company is also adapting its recipes by cutting down on salt and saturated fats, while expanding its portfolio with bold innovations like the Pringles HOT line. This dual approach caters to both the demand for indulgent experiences and the needs of health-aware consumers.”

Although plans are still in development, Reijnders says Kellanova GTR is identifying ways to connect with travelers through localized offerings and culturally tailored activations. Right now, the company’s evolving narrative centers on creating experiences that are just as impactful as the products themselves.