Guylian ramps up pack sizes and dedicated products in travel retail
Within the company’s portfolio, assortment packs have always been a key sales driver, especially in attracting a wide variety of travelers
To celebrate Chocolate Day, Global Travel Retail Magazine spoke with Guylian for a brand update. The Belgian chocolatier, which partnered with Lagardére Travel Retail Belgium earlier this year on a Pick & Mix installation at Brussels Airport, discussed category trends, consumer preferences and the importance of cultural significance in travel retail.
Sven Adriaenssens, Senior Channel Manager Travel Retail & Duty Free at Guylian, says by far the largest growth within the category today, is the increasing demand for dark chocolate. This is the case globally, and the reason why last year the manufacturer launched its iconic seashells in dark chocolate (72% cocoa) with a dark praline filling. Adriaenssens explains this demand for dark chocolate products is linked to greater shopper awareness around health and wellbeing. Items like Guylian’s no sugar added chocolate bars – available in milk and dark chocolate – show steady sales and a loyal consumer base.
Guylian Master's Selection (185 grams); since its relaunch two years ago, the line has helped the brand to establish a strong presence in the premium chocolate segment
Travel assortment packs
At TFWA Asia Pacific in May, Guylian spotlighted its Master’s Selection line, alongside its expanded collection of assortment boxes. According to Adriaenssens, within the company’s portfolio, assortment packs have always been a key sales driver, especially in attracting a wide variety of travelers. “The launch of our Belgian Seashells Collection is a clear indication that we continue to believe in this strategy, despite some tendencies in the market,” Adriaenssens says. The brand’s strategy is to continue absorbing the different pack sizes, which helps its customers in tailoring Guylian’s offer to the specific needs of their shoppers.
Since its relaunch two years ago, Guylian’s Master’s Selection has established a strong presence in the premium chocolate segment. “[Master’s Selection] is a valuable addition to our portfolio for a number of reasons, but the one that stands out to our customers most is its sophisticated and elegant product presentation, which showcases quality above quantity. It also helps to drive differentiation within the travel retail channel,” he adds.
According to Senior Channel Manager Travel Retail & Duty Free Sven Adriaenssens, the largest growth within the category today, is the increasing demand for dark chocolate
Festivities and preferences
When asked how a region’s festive traditions and cultural landscape contribute to the growth of the chocolate category, Adriaenssens shares that for the first time, Guylian released a pack of Seashells Original Praliné dedicated to Eid this year. The company is now in the process of developing additional packs in line with Chinese New Year and Diwali, in anticipation of the rising demand in two of its key strategic markets.
More traditionally, Guylian offers a wide range of dedicated products during the Christmas and Easter seasons. Plus, Valentine’s Day and Mother’s Day see a unique set of heart-shaped items; this line is offered all year-round in travel retail to meet the demand for gifting.
“Guylian has a longstanding history of exporting products to all corners of the world. Shipping to no less than 120 countries can only be achieved by respecting and sharing others’ values and standards. We believe this neutrality makes our brand well perceived among so many different types of consumers,” shares Adriaenssens.
Guylian commits to 100% Fairtrade-certified cocoa, ensuring that cocoa farmers across the globe receive a fair market price for the harvested beans used in its products
Sustainability focus
Collected in Q1 of 2024, according to m1nd-set, 60% of confectionery shoppers in duty free consider it important to find products with reduced packaging or eco-friendly packaging. Fifty-nine percent consider eco-friendly ingredients important; and 61% believe in the importance of eco-friendly product processes.
With this in mind, sustainability remains close to the brand’s heart. Adriaenssens notes that its commitment is evident by a number of initiatives that have been implemented throughout the last three years. Guylian commits to 100% Fairtrade-certified cocoa, ensuring that cocoa farmers across the globe receive a fair market price for the harvested beans used in its products. The company has also banned palm oil and soy from its production.
“The chocolate production process at our facility in Belgium is managed with a sharp focus on environment friendly approaches. The whole process is carbon neutral and we have managed to reduce food waste to an absolute minimum of 0.1%. The use of water has declined with no less than 55% since 2019 and from 2022 onwards we use only 100% renewed energy,” he says. “On top of this, our packaging is completely recyclable through the use of mono-plastics instead of poly-plastics, despite the higher cost.”
Additionally, with its Master’s Selection, Guylian launched its very first plastic-free box of chocolates. It continues to develop new packaging with the intent of reducing its ecological footprint.
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