September 17 2019  |  Confectionery & Fine Foods

PVM aims to spearhead growth in travel retail’s confectionery market

By Jas Ryat


With its bright and fun colors, confectionery displays are often a great way to get shoppers in the door

Perfetti Van Melle (PVM), the number one brand in the sugar confectionery category of travel retail, announced an ambitious plan to boost the category’s performance by capitalizing on untapped potential.

As a whole, PVM is currently growing faster than the global confectionery category, with sales up 5.9% last year compared to 1.4% for the total confectionery category. Category growth is even more impressive in the gum category, where PVM grew 7.5% compared to 0.8% for the total gum category. Today, PVM’s products are available in more than 150 countries worldwide and the company posted net sales of €2,429 million.

PVM also enjoyed a successful 2018 with a 14.5% share of travel retail’s sugar confectionery market, according to Generation Research, and boosted its position by focusing on its best sellers – including international brands like Mentos and Chupa Chups – growing 6% year-on-year. However, the PVM global travel retail team isn’t resting and has identified potential for huge growth within the sector.

Femke van Veen, Travel Retail Brand Manager, said: “The confectionery market is a cornerstone of travel retail and one of the key purchase drivers within our industry today. But it is also a sector with great potential to grow.

The current focus on chocolate means that the scope for developing the sugar and gum sectors is huge and as PVM is the market leader in this area, we are excited to share our vision for the future with the wider industry.

Confectionery is the best category for increasing the average spend by shoppers and has great impulse potential too, so making the most of this potential will be good news for all of travel retail.”

Currently the sugar sector makes up just 12% of the confectionery market in travel retail, compared to 45% in the global market, according to Generation Research. The PVM team believes a focus on value creation and innovation within the sector can increase this share and boost the whole category at the same time.

Three core principles

Central to PVM’s vision for the future of the category is a renewed focus on the refreshment and small treat items, which have the best potential to drive growth. This is based on three core principles: must haves, building the point of sale (POS) offer and improved visibility.

Research has shown that the majority of shoppers expect to see confectionery offered at the point of sale and chewing gum is currently the top performing item at the till, making it a must-have for shoppers. As a result, PVM’s latest addition to its offer include the Chupa Chups Box, designed for the point of sale, along with Mentos Pure Fresh watermelon gum and Mentos 2hr Clean Breath power mints.

Great visibility is key in Travel Retail because it gets shoppers in the door. With its bright and fun colors, confectionery displays are often a great way to get shoppers in the door. PVM has created a new range of visibility tools exactly for this purpose. A new Ferry display will attract kids and adults alike, and with customizable wall bays it is now possible to create excellent Mentos and Chupa Chups visibility for locations of any size.

“As the market leader in the sugar category, PVM is perfectly placed to lead the way in developing this sector. We have worked hard to create perfect in-store merchandising ideas and develop the point of sale offering. By raising the profile and presentation of our popular sugar brands we can help realize the category’s potential,” adds van Veen.

Brand News

July 1 2020

Rituals debuts The Ritual of Namasté…

​Rituals has extended The Ritual of Namasté natural skincare collection with a complementary body care line

By Hibah Noor

July 1 2020

Gucci Beauty puckers up for summer…

​Following the success of its Rouge à Lèvres Satin lipstick launch, Gucci Beauty has added to this line with three limited-edition…

By Hibah Noor

July 1 2020

Gucci goes floral in new lavender…

​Gucci’s new Gucci Flora Gardenia Limited Edition fragrance hit the international travel retail shelves on July 1

By Mary Jane Pittilla

June 30 2020

99ML by Horstmann is flying high

99ML by Horstmann has been selected by KrisShop and Singapore Airlines to be represented in their selection of products for…

By Laura Shirk

June 30 2020

Mondelez WTR interview: Betting…

“Brands consumers love, products consumers know and value consumers appreciate” will be the…

By Hibah Noor

June 30 2020

L’Oréal unveils bold sustainability…

​L’Oréal has launched its new sustainability program “L’Oréal for the future”, laying down the group’s latest ambitions for…

By Hibah Noor

June 29 2020

MAVALA introduces a range of protective…

​MAVALA, the Swiss skin care and beauty expert, has developed a range of four nourishing, moisturizing, repairing and protective…

By Jas Ryat

June 29 2020

Loch Lomond Whiskies pay tribute…

​Loch Lomond Whiskies, the Official Spirit of The Open, has unveiled a new special edition single malt to mark the Championship…

By Jas Ryat

June 26 2020

Quintessential Brands supports…

​International spirits company and reigning International Spirits Challenge Gin Distiller of the Year, Quintessential Brands…

By Jas Ryat

Copyright 2020 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap