Nestlé International Travel Retail unveils bold confectionery vision and key growth platforms at TFWA WE 2025

Nestlé International Travel Retail (NITR) has announced the launch of its updated category strategy at the upcoming TFWA World Exhibition in Cannes, demonstrating a fresh benchmark for thought leadership in confectionery and signaling opportunities for innovation and growth for the category in global travel retail. NITR is setting the stage to win together with its partners by redefining how confectionery engages, converts, and thrives in the dynamic travel retail environment.

The travel retail industry stands at a pivotal moment, with international passenger numbers expected to surge beyond 2.7 billion by 2030, representing a 38% increase versus pre-pandemic levels (data from research agency m1nd-set). Evolving traveler needs, the rapid ascent of Gen Z as the largest global passenger segment, as well as shifting consumption patterns are unlocking new opportunities and challenges. Together, this underlines the urgency of converting a greater share of these travelers into engaged shoppers by fully activating the potential of confectionery. Highly experimental and driven by impulse, the next generation demands exclusivity, experience, and emotional connection, needs that confectionery is uniquely positioned to meet.

NITR’s renewed ambition is to make confectionery the beating heart of its "Food No. 1" platform, leveraging its unique ability to attract, engage, and convert, unlocking untapped growth through shopper-centric innovation and bold brand activation.

At the core of this ambition lies the A.C.T. framework – Attract, Convert, Thrive – a clear roadmap to accelerate category growth through key drivers:

• Increase shopper attraction and store footfall through elevated visibility and engaging in-store experiences
• Improve conversion by activating emotional triggers like gifting, sharing, self-consumption, and impulse purchasing
• Increase passenger spend and drive long-term category value by harnessing innovation, sustainability, and the power of global brands

"What if we pursue a bold ambition, together?" asks the company. NITR is challenging itself and its partners to deliver 50% category growth by 2030, fuelled by the rise of Gen Z travelers, greater passenger footfall, and a relentless focus on conversion, combined with the universal appeal and impulse nature of confectionery.

“Confectionery has unique potential to engage travellers through emotions, novelty, and impulse,” says Frédéric Porchet, General Manager of NITR. “Our strategy is rooted in a deep understanding of today’s shopper motivations—elevated indulgence, sharing and connecting, celebrating the seasons, and the drive for conscious, high-quality treats. By focusing on untapped opportunities, we can energize the category even more and inspire the next generation of shoppers. In other words, if we can attract more travelers into the store –through engaging experiences, digital and physical touchpoints, and targeted campaigns –we can leverage confectionery’s high conversion and impulse nature to boost overall dutyree sales.”

Deploying the strategy: winning with iconic global brands and shopper-centric innovation platforms

NITR’s powerhouse brands—including the iconic KitKat, Nestlé Sustainably Sourced Cocoa and After Eight—form the backbone of the growth agenda. NITR will be rolling out a wave of innovation, reimagined in-store experiences, and new value propositions to delight and inspire shoppers in Cannes:

• ‍KitKat®: KitKat remains the number one countline globally, with 98%+ awareness and unmatched Gen Z brand equity. The iconic brand will be leading with a bold new image, travel-exclusive formats, and immersive activations & experiences including the new Formula 1® (F1®) global partnership and a “Taste of the world” platform
• ‍Nestlé® Sustainably Sourced Cocoa: unveiling redesigned, premium formats and exclusive travel retail offerings carefully crafted with Swiss expertise and responsibly sourced cocoa. These new giftable designs deliver exceptional quality, with sustainability at the core, and irresistible appeal for the next generation of shoppers
• ‍After Eight®: this time-honored brand is poised to surprise all visitors, expanding beyond its classic mint heritage. New products, impactful promotional support and personalized gifting activations will enhance shopper engagement within the premium segment

NITR’s strategy recognizes that success comes through collaboration with retailers, customers, and partners to transform disengaged travelers into passionate shoppers. Increased investments in visibility, activation of brand ambassador programs, and digital engagement will help deliver localized offers and unique experiences tailored to diverse international audiences. Sustainability remains integral to every innovation and activation, reinforcing NITR’s commitment to responsible growth and positive impact throughout the value chain.

As the travel retail landscape rebounds and evolves, NITR says it is taking decisive action to lead with thought leadership, shopper-centric platforms, and bold new ideas.

NITR invites the industry to join them at TFWA WE 2025 (Beach Village 1, Beach 15) as it embarks on this exciting journey, redefining the confectionery experience and winning together with its partners. Discover how its bold platforms and innovations, shopper-centric activations, and partnerships will help the travel retail business thrive.

“This is more than a strategy—it’s a movement. At NITR, we’re not just responding to change, we’re leading it. Our new category strategy is designed to inspire, engage, and grow with our customers. Together, we’re shaping the future of confectionery in travel retail,” adds Frédéric Porchet.