Ferrero Travel Market Targets Younger Travellers With Biscuits and Digital Engagement

Masia, category manager for premium chocolate, Tic Tac and fine biscuits at Ferrero Travel Market, said shoppers are no longer browsing for products alone. "Consumers are looking for something beyond products – they're looking for inspiration and discovery," she said, describing a shift the company is answering with product innovation, new category openings and more engaging experiences for airport shoppers.

Di Canossa, category manager for Kinder, Nutella and biscuits, pointed to the expansion of biscuits as a sizeable opportunity. Travellers are seeking products matched to different occasions, she said, ranging from personal treats and on-the-go snacks to gifting and sharing formats.

She stressed that adding items to shelves is not enough on its own. New products must retain a clear connection to the brand behind them, she said: "It's not just a matter of injecting new products in the market, but they have to have a great link with the brand itself."

The discussion also covered rising expectations among younger travellers and what those expectations mean for how Ferrero approaches innovation and in-store engagement. Digital engagement was cited as a route for brands to reach that younger generation of airport shoppers.

The two executives spoke with Ameesha Raizada, managing editor of The Moodie Davitt Report, during the TFWA World Exhibition in Cannes. The conversation centred on how the confectionery group is building on its established brands while adapting to changing traveller expectations.