ASUTIL launches Insights Service for duty free market
ASUTIL and m1nd-set consider International Air Traffic Departures - LATAM via Global
The Latin American Duty Free association ASUTIL - Asociación Sudamericana de Tiendas Libres - has partnered with leading travel retail research agency m1nd-set to provide the association’s members with regular insights on traffic forecasts and shopper insights.
The new service for ASUTIL members, which draws on m1nd-set’s in-depth research, is based on over interviews conducted across more than 20 airports in the region. The first edition focuses on an analysis of air traffic performance in the region for the full year 2024, comparing traffic levels with the pre-COVID period in 2019 and for 2025 and 2030. The inaugural report also analyses shopper behavior among international Latin American travelers looking at all the key behavioral trends as well as the main footfall and conversion KPIs.
“We are thrilled to launch this new partnership, which brings significant added value to our members,” said ASUTIL Secretary General Carlos Loaiza. “These in-depth reports will deliver critical insights into international air traffic trends, travel retail performance, shopper profiles and behaviors, as well as key barriers to conversion. Importantly, they also offer strategic, actionable recommendations to help boost engagement, conversion, and spend across duty free environments in the region. In today’s rapidly evolving market, it is vital for all stakeholders to stay closely attuned to changing shopper dynamics, and this collaboration with m1nd-set will be an indispensable resource for our members.”
The inaugural newsletter reveals that Latin America continues to demonstrate a strong post-pandemic recovery in international air travel, outperforming the global trend. In 2024, the region saw a 14% increase in international passenger volumes compared to 2019, whereas the global average stood at 7%. Although Latin America’s projected growth between 2024 and 2030 is slightly lower than the global forecast - 22% versus 28% - the region’s cumulative growth from 2019 through 2030 is expected to slightly surpass the global rate, with 39% growth compared to 38% globally.
The ASUTIL report considers LATAM duty-free demographics
The first quarterly ASUTIL newsletter highlights notable demographic distinctions between Latin American travel retail shoppers and their global counterparts. In the region, women account for a larger share of buyers at 55% compared to an even gender split worldwide. Latin American shoppers are also younger, with Gen Z representing 15% and Millennials 34% of the shopper base, both exceeding global averages, reflecting a more youthful consumer profile.
In terms of drivers that motivate shoppers to enter duty free stores, browsing remains the most common reason, cited by 36% of respondents in Latin America, which is 5% higher than the global average. Once inside the store, the leading reasons for purchase include good value for money and convenience, both cited by 23% of shoppers.
Staff recommendations are more influential in Latin America than globally, according to the research, especially for Gen Z shoppers, who respond well to advice from sales staff and to products with visually appealing packaging. While sales staff interaction is higher in Latin America - 60% of shoppers engage with staff compared to 49% globally - the impact of this interaction is below average, with only 68% of those engagements perceived as positive, versus 74% globally.
Despite strong engagement, several barriers still deter travelers from purchasing in duty free stores. The most commonly cited reason is a preference to shop elsewhere, mentioned by 19% of respondents in Latin America compared to just 10% globally. This barrier is particularly significant among Gen Z, where 38% express this sentiment, according to ASUTIL.
Dr. Peter Mohn, CEO & Owner at m1nd-set, said the report highlights several aspects which stakeholders in the region can capitalize on, to increase footfall and conversion. “Retailers should clarify the value proposition of duty-free shopping by highlighting savings compared to domestic and online alternatives more, Mohn explained.
“Emphasis should be placed on exclusives and time-limited offers to appeal to both planners and impulse shoppers. Personalized engagement strategies, namely through digital communication, can positively impact footfall and conversion, particularly among younger consumers. Well-trained sales staff can also play a crucial role in triggering the purchase decision. The below average impact of staff interaction, for example, presents a clear opportunity to enhance training and customer experience standards among retail personnel. Clear messaging about customs allowances and duty free benefits is also essential to address traveler uncertainty and build confidence” Mohn said.
Carlos Loaiza added, “With a relatively youthful shopper base and strong regional growth in air traffic, there is significant potential to boost conversion and drive higher spend through targeted strategies that address the specific motivations and concerns of today’s travelers. By responding to these insights, brands and retailers can unlock the next phase of growth in Latin America’s vibrant and evolving duty free market.”
