Cannes_2026_TUESDAY_ISSUE_DIGITAL

“ A year ago, we introduced ‘Destination: Value’, our growth vision built on research with 7,200 travellers across 32 airports, and this year, the focus is on showing what the vision can deliver bearing mind there’s significant headroom – only 28% of travellers currently shop duty free – while more than half of non-buyers say they are open to it.” This optimistic view of these sobering statistics was how Joost Rosmuller, VP & Managing Director, Mondelēz World Travel Retail, defined the group’s key objectives when talking to the TFWA Daily in the exhibition yesterday. “Here in Cannes we want to have practical conversations with partners about what is holding growth back. No single brand can change travel retail on its own and ‘Destination: Value’ was never intended to be something for Mondelēz alone. But where we have applied the framework with partners, we are already seeing examples of double-digit category growth.” Continuing his theme on penetration Rosmuller explained that confectionery remains in a strong position, with the latest Q1 2026 data showing 10% growth, but while 91% of people globally snack at least once a day, only 8% of travellers buy confectionery in duty free. “What is particularly interesting is what happens to people once they enter the category – around half convert, yet 57% of all travellers walk straight past duty free without browsing – so the opportunity is less about persuading people to like confectionery, but more about giving more travellers a reason to stop and discover.” Indeed, Rosmuller explains that Mondelēz WTR does not consider the duty free shopper to be “one type of person” – for instance an early-morning business traveller will have very different needs from a vacationing traveller, or someone connecting flights. In this respect, Rosmuller says confectionery naturally works across different occasions, including snacking, self-treat, and gifting. “We have to make sure the offer reflects those different needs, for instance Cadbury Biscoff gives travellers something new to discover from a familiar brand, while Toblerone’s 200g converter bars provide MondelezWTR’s “Destination: Value” growth vision delivers double-digit results a more accessible entry point for the impulse buyer.” At the other end of the spectrum Rosmuller says The Ultimate Gift Box adorned with Swarovski crystals shows how confectionery can play in premium gifting. “The aim is to have the right product for the traveller and the moment, rather than expecting the same offer to work for everyone.” Demonstrating how this translates into new innovations on show in Cannes, Rosmuller says that there has been a particular focus on giving travellers products which cannot be found elsewhere: “Toblerone Pink Crush has recently joined the Toblerone travel retail portfolio following the success of its Very Limited-Edition launch – it’s a great example of howan idea can begin as something highly exclusive, then earn a long- termrole when it clearly connects with travellers.” Mondelēz WTR is also bringing another unexpected flavour into travel retail and continuing the Never Square journey with Toblerone Vanilla Gelato. “Across the portfolio, we are using traveller insight to decide where to introduce something completely new and GTR gives us more freedom to introduce exclusive products because travellers know they may not find them elsewhere.” Again, Rosmuller says that has been seen very clearly with the Very Limited Toblerone editions. Produced in small quantities and available only at specific airports, these launches have consistently delivered double-digit growth, while also attracting Gen Z travellers. For 2027 and beyond Rosmuller again asserts the importance of ‘Destination: Value’ and continuing to move it “from ambition into measurable action – that means bringing more non-buyers into confectionery and working with our retail partners to understand where the barriers to purchase sit. We want to get better at measuring what works – so shared KPIs and honest evaluation will help us learn faster and make better investment decisions – especially in innovation built specifically for travel retail, with products and experiences that give travellers a genuine reason to stop and discover the category.” RivieraVillageRG5 Yesterday in the exhibition: Delivering “Destination: Value” in full force – Mondelez World Travel Retail’s senior management team: Iain Livingston, President of Toblerone; Carlos Granados Moyano, Director Global Sales; Anna Somogyi, Travel Retail Director Category, Customer & Shopper Marketing; and Joost Rosmuller, Mondelēz World Travel Retail Vice President & Managing Director. Tuesday 29 September 2026 50 T F W A D A I L Y