Mars Wrigley ITR to outline category recovery strategy

Mars Wrigley International Travel Retail (MITR) will outline its post-Covid-19 confectionery category recovery strategy at this month’s TFWA World Exhibition (Bay Village 9) with an ambitious plan that centres on the company’s key goal of being the number one contributor in driving category growth in travel retail.

The company will focus on three key strategies to unlock traveller conversion: the company’s overarching themes for returning to pre-pandemic growth rates during 2022 and 2023 will be to further develop its sharing and gifting offer; be a leader in the market for creating fun and memorable travel experiences; and accelerate impulse at the checkout and beyond.

In order to focus on its sharing and gifting segment, MWITR plans to grow core products, add value to the category and convert new travellers through exciting NPD innovations. Through a pyramid structure, the company has identified how its core product range accounts for 80% of total category sales; this is followed by regional jewels in key markets, with limited editions and NPD innovations at the top of the strategic growth pyramid.

Within the sharing category, MWITR will be launching four new SKUs for 2022: these include two new tablets – one is a new permanent item (Hazelnut) and the other is a Limited Edition – both represent the company’s belief that there is clear headspace for growth in tablets in ITR. Further Limited Edition launches will come from a large size pouch launch and a debut bars pouch product launch. Limited Editions have worked very well for MWITR in the last few years, adding value to the category, driving incremental growth and adding whole range benefits.

Gifting is also a continued growth focus for MWITR in 2022. Being unveiled in Cannes is a completely new premium gifting range in an innovative packaging format that travellers have confirmed they are looking for. Building on its reputation with the number 3 gifting SKU in travel retail in 2019, MWITR aims to continue its success by focusing on critical price-bands and premiumising its gifting offer.

In a post-Covid-19 retail environment, MWITR says it will be even more important to focus on impulse points along the shopper journey – both at the checkout but also beyond the point of purchase. For this reason, the company will leverage its complete portfolio to trigger impulse needs and increase touch-points in-store with cross-category impulse displays.

MWITR will also provide an update on its latest sustainability initiatives that are dedicated to the travel retail market. These fall under three pillars: more responsible products; more responsible packaging; more responsible display and activation in ITR.

Raghav Rekhi, Category Director MITR, said: “This year at Cannes, we are delighted to have the opportunity to reunite with our customers and re-engage with the travel retail industry after a prolonged period of disruption. We are returning with a clear three-pronged strategy to unlock traveller conversion – from growing our sharing and gifting segments to building on our reputation for creating fun and memorable travel experiences to accelerating opportunities for impulse at the checkout and beyond.

“Furthermore, Mars is strongly committed to addressing significant environmental and social challenges facing our planet. Mirroring our commitment to driving category growth in travel retail is our pledge to being more responsible for our environment as well. We look forward to updating our customers, partners and trade press on how we are implementing our ‘Sustainable in a Generation Plan’”


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Media contact
Kiran Grewal
Editor, International Confectionery

Tel: +44 (0) 1622 823 922

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