Nestlé International Travel Retail (NITR) is strengthening its focus on the Americas, identifying untapped opportunities in the region for long‑term confectionery growth in global travel retail.
While footfall and conversion in the Americas currently lag other regions, NITR sees the rising demand for experience‑led retail, shifting traveler demographics and the growing influence of Gen Z creating the right conditions for renewed category momentum in the region.
“For us, the Americas has some untapped potential,” said Frédéric Porchet, General Manager, NITR. “Lower penetration today only reinforces the opportunity ahead – especially as younger travelers look for brands and experiences that matter.”
Gen Z travelers are reshaping the retail landscape with their digital mindset and appetite for immersive experiences. NITR believes this shift positions the Americas for a step change in how confectionery engages and converts shoppers.
NITR will outline its plans to accelerate growth with its retailer partners at the 2026 IAADFS Summit of the Americas.
A.C.T. framework as the growth engine
NITR’s global A.C.T. strategy – Attract, Convert, Thrive – underpins its ambitions for the category in the region and supports its industry‑wide ambition to drive 50% confectionery category growth by 2030, tailored to the local dynamics of each region.
The framework calls for NITR to: Attract through visibility and experiential activation; Convert with strong gifting, impulse and exclusivity cues; and Thrive via innovation, responsible sourcing and powerful global brands.
Bringing strategy to life
At the Summit of the Americas, NITR will showcase innovation that connects with today’s travelers. Leading the agenda is KitKat, supported by its global partnership with Formula 1, creating a dynamic platform to reach younger, experience‑driven shoppers.
NITR will also spotlight collectible F1 KITKAT Cars, the unique range of KitKat Japan, its refreshed Nestlé Chocolate lineup featuring Swiss Expertise and premium gifting, as well as the new bold flavors “beyond mint” of After Eight. All designed to appeal to modern tastes.
Recent executions, including new multi‑brand confectionery zones created with Avolta at São Paulo International Airport, demonstrate how NITR’s strategy translates into engaging in‑store experiences that drive visibility and conversion.
“This is only the beginning,” Porchet added. “With the right brands, innovation and partnerships, the Americas can play a central role in unlocking the next chapter of category growth.”
