Authenticity and consumer trust: m1nd-set reveals an untapped opportunity in global travel retail
Guaranteed authenticity is a key driver for purchasing within the duty free and travel retail channel, ranking as the fifth most appealing factor globally, and cited by 17% of shoppers
New data from leading industry research agency m1nd-set reveals a significant and underexploited advantage for the global duty free and travel retail sector: its inherent reputation for product authenticity.
The research, which was published this week by the Swiss-based agency, demonstrates that for a substantial portion of international shoppers, guaranteed authenticity is a key driver for purchasing within the duty free and travel retail channel, ranking as the fifth most appealing factor globally, and cited by 17% of shoppers. This sentiment is particularly pronounced among travelers from Asia Pacific (21%) and Africa & the Middle East (19%).
The research underlines the critical role of product authenticity in building lasting consumer relationships. Shoppers prioritize genuine products for reasons spanning health, safety, performance, ethical considerations and personal expression.
According to m1nd-set owner and CEO, Dr. Peter Mohn, “Brands that consistently deliver authentic and reliable goods cultivate stronger emotional connections, which in turn leads to enhanced customer loyalty and repeat business. Integrating this inherent trust into the sector’s marketing narrative is therefore paramount for sustained success.”
The research reveals how the importance of trust and authenticity within duty free and travel retail is emphasized, given the prevalence of counterfeit goods. This is further highlighted given that perfumes, cosmetics, clothing, and toys – all core travel retail categories – are the most frequently seized products. Global trends among shoppers indicate a growing consumer awareness and preference for authentic brands, according to m1nd-set, with 86% citing it as a deciding factor and 80% willing to pay more. However, a significant “authenticity deficit” persists, according to the research, as over 70% of consumers still raise questions over brand credibility
"Authenticity seekers" are described as being more selective, mission-driven and sensitive to the emotional and environmental aspects of the shopping experience
This latest m1nd-set research also identifies a distinct segment of "authenticity seekers" who are more selective, mission-driven, and sensitive to the emotional and environmental aspects of the shopping experience. Millennials show the highest concern for product authenticity, according to m1nd-set, with 19% highlighting its importance, while Gen Z shoppers are the least concerned, at 14%. Premium Economy, Business, and First-Class travelers are more likely to cite authenticity as a priority than Economy Class passengers, the research reveals.
Among product categories, the research reveals that authenticity matters most to shoppers of personal care (27%), jewelry & watches (25%), and clothing & accessories (23%) in travel retail
Shoppers from the Philippines are the most likely to prioritize authenticity in travel retail, with around one-third citing it as a key factor — likely influenced by strong anti-counterfeit efforts in the country. Russians (27%) and Colombians (26%) follow closely, while Turkey, Egypt (24%), China, and Malaysia (22%) also rank among the top nationalities most concerned with product authenticity, according to the research. Among product categories, the research reveals that authenticity matters most to shoppers of personal care (27%), jewelry & watches (25%), and clothing & accessories (23%) in travel retail. Alcohol shoppers (18%) and beauty buyers (17%) also place strong emphasis on genuine products.
Another important aspect which the research emphasizes is the need for travel retail stakeholders to actively promote the channel as a secure, fake-free environment. This includes tailoring messaging to specific nationalities where authenticity is a heightened concern, reinforcing the value of genuine products in sensitive categories through certification and supply chain transparency. According to m1nd-set, this will enhance the overall shopping experience for “authenticity seekers” who are more discerning and emotionally driven. Engaging with travelers early in their journey through pre-travel marketing and embracing technologies that verify product authenticity are also key recommendations highlighted in the research.
"This research demonstrates the duty free and travel retail's distinct advantage as a trusted haven for genuine goods for international travelers," Mohn continues. "Facing a surging global counterfeit market, costing USD 500 billion yearly, the heightened consumer emphasis on product genuineness, especially in Asia Pacific and the Middle East, presents a prime opportunity for the industry to leverage this inherent strength in its marketing efforts. Proactively showcasing our robust, regulated supply chain will not only attract discerning shoppers but also generate enduring customer loyalty. Tailored messaging for specific nationalities and product categories, enhanced in-store experiences for authenticity-focused consumers, and the adoption of pre-travel digital engagement alongside verification technologies are vital to fully realize this potential.
"By strategically capitalizing on this innate trustworthiness and clearly communicating our safeguards, the global duty free and travel retail sector can cement its status as the preferred, secure choice for travelers seeking authentic purchases. Duty free and travel retail stands as a beacon of reliability, where established brands, strict compliance, controlled settings, and direct sourcing effectively minimize counterfeit infiltration, a position reinforced by impactful industry campaigns like 'Duty Free: Trusted, Transparent, Secure' promoted by the DFWC and TFWA."
