The Category of the Future: Mondelēz International WTR talks evolved vision in celebration of a decade of confectionery growth

Mondelēz International World Travel Retail (WTR) revealed a renewed category vision during TFWA Cannes, which is focused on driving greater penetration and accelerated conversion to deliver confectionery growth.

The vision is built on three keys areas: a winning portfolio, to address growing need states and changing shopper preferences; elevating category awareness, through more physical and mental touch-points; and delivering unique experiences, with outstanding and significant concepts.

The new focus builds on the pillars of the Delighting Travelers vision launched 10 years ago to drive More Shoppers, More Spend, More Often, said the company.

Delighting Travelers for 10 years
Mondelēz International WTR first shared its ‘Delighting Travelers’ vision with the industry ten years ago, with the overarching goal of addressing the industry’s key challenges of footfall, basket size and conversion, for the benefit of all. According to Horizon, between 2012 and 2018, the confectionery category has grown by 60% in airports alone.

Penetration has also increased by 5 percentage points, with more than two hundred million additional travelers visiting the category.

In addition, the basket size of a confectionery shopper today is double versus any other category shopper, because confectionery buyers are most likely to make cross-category purchases.

Mondelez credits these achievements to their joint efforts alongside their partners, who supported game-changing initiatives like increasing confectionery’s visibility with better signposting and engaging POS; unlocking more cross-category opportunities and multiplying confectionery touch-points, including the cash till area; introducing new winning segments like biscuits and snacking; and bringing more engagement to stores with activations in spaces that were previously reserved for other categories.

Beatriz de Otto, Head of Customer Marketing, Mondelēz International WTR, said: “The Mondelēz International team has analyzed global trends and enriched them with data and insights from travel retail to deliver an evolved category growth vision to share with you today. While we are happy to celebrate our success and see how the role of the confectionery category has advanced, we acknowledge that we left some growth opportunities only partially fulfilled, and we clearly see new, emerging opportunities. 

Jaya Singh

“Our evolved category vision will increase our precision and speed to progress accelerated conversion.”

She also took the audience at the press conference on a passenger journey to highlight how the vision will be made tangible through multiple touch-points, new category segments, and relevant products.

Jaya Singh, Managing Director, Mondelēz International WTR, said: “Looking back on a decade of such extraordinary hard work, growth and innovation, I could not be prouder of what we have achieved together. As we did 10 years ago, Mondelēz International WTR is extending an official invitation to our partners and the wider industry to join us, once again, on a journey. We will once again be the driving force behind the change. We are here to listen, to collaborate, to inspire, and to achieve accelerated conversion – together.”