Travel Retail – Quantitative Study
Growing the success of Irish food & horticulture
Table of Contents
The Study……………………………………….…………………………….3-8
Research Findings……………………………………………………….…9-14
Motivations for Purchase………………………………..…………….15-19
Whiskey Specific………………………………….………………………20-21
Chocolate Specific…………………………………………….………….22-24
Fine Foods Specific…………………………………………………......25-27
Attitudinal Data…………………………………………………………..28-29
Key Thoughts………………………………………………………………30-31
2.
The Study
Research Details
4.
Sample Size
780
Irish Whisky
310
Irish Boxed Chocolates
309
Irish Fine Food
161
Methodology
Face to Face
HAPI Survey
Timing
June 2015
Location
Dublin Airport (airside (point of purchase)
Demographic
Base: All Respondents
Gender
%
Male
Female
Age
%
18-34
27
35-54
44
AB
34
C1
50
C2DEF
16
44
Region
%
Living in Ireland
27
Returning Home
From a visit here
70
Other
2
56
55+
5.
Social Class
%
29
Demographic x Category Shopped
Base: All Respondents
Gender
%
Fine
Whiskey Chocolate Foods
37
Male
35
Fine
Whiskey Chocolate Foods
18-34
25
Whiskey
63
Fine
Foods
Whiskey
Living in Ireland
21
AB
36
32
33
C1
48
51
53
16
17
Chocolate
Fine
Foods
32
34
67
65
1
1
19
39
47
49
Returning Home
From a visit here
77
Other
4
65
43
55+
28
28
30
C2DEF
6.
Chocolate
57
35-54
Female
33
Region
%
Social Class
%
Age
%
14
Traveller Type
Base: All Respondents
No of Flights Taken
in Past Year*
%
1 or 2
3 or 4
5 or 6
7.
19
Traveller
Type
%
Mostly business
17
22
18
7 - 10
17
11+
25
Don’t know
0
* Return flights counted as 2
Mostly leisure
Mix of both
No. of Flights
Taken on Business in
the Past Year
%
1 or 2
No of Flights
Taken for Leisure in
the Past Year
%
16
3 or 4
18
5 or 6
15
7 - 10
16
64
1 or 2
23
3 or 4
23
5 or 6
16
11+
34
7 - 10
11
Don’t know
0
11+
Don’t know
7
0
19
Type of Journey Taken Today
Base: All Respondents
Type of Journey
Taken today
%
Business trip
Leisure trip
A mix of both
Other
8.
18
Today’s
Final Destination
%
UK
17
US/Canada
41
79
3
*
USA 29%
Rest of Europe
20
France 5%
Germany 6%
Italy 3%
Spain 3%
Other
23
Mainly european
destinations
Research Findings
Purchase Pattern - Summary
Base: All Respondents
Total
Whiskey
Chocolate
Fine Foods
44%
41%
50%
42%
56%
59%
50%
58%
Yes
58%
52%
64%
57%
No
42%
48%
36%
43%
For self
23%
For a friend or family member
70%
IMPULSE
CATEGORY
Yes
No
IMPULSE
BRAND
BOUGHT FOR
For a work colleague/client
For somebody else who
asked you to buy it for them
Other
Q.13
10.
Q.14
Q.15
1% 5%
1%
4%
39%
30%
85%
68%
56%
1% 3%
1%
0% 9%
1%
And did you decide to buy this product before you arrived at the duty free or did you just decide to buy it
when you got there?
And did you plan to buy this particular brand or did you decide when you saw it on the shelf?
Did you buy the product….
0% 1%
1%
Category Purchase Drivers
Base: All Respondents
IMPULSE
CATEGORY
Total
Whiskey
Chocolate
Fine Foods
Yes
44%
41%
50%
42%
No
56%
59%
50%
58%
Impulse category purchases are more likely to be made by Males (46%)
Impulse category purchases are more likely to be made by Less Frequent travellers (55%)
Impulse category purchases are more likely to be made by Males (50%), 18-34s (53%) and Less
Frequent travellers (53%)
Q.13
11.
And did you decide to buy this product before you arrived at the duty free or did you just decide to buy it
when you got there?
Brand Purchase Drivers
Base: All Respondents
IMPULSE
BRAND
Total
Whiskey
Chocolate
Fine Foods
Yes
58%
52%
64%
57%
No
42%
48%
36%
43%
Impulse brand purchases are more likely to be made by Over 55s (57%), and those who were
impulse category purchasers (90%).
Impulse brand purchases are more likely to be made by Over 55s (75%), ABC1s (69%) and those who
were impulse category purchasers (94%).
Impulse brand purchases are more likely to be made by Males (71%), 18-34s (68%) and those who
were impulse category purchasers (100%).
Q.14
12.
And did you plan to buy this particular brand or did you decide when you saw it on the shelf?
Who Purchased For Drivers
Base: All Respondents
Total
BOUGHT FOR
For self
23%
For a friend or family member
For a work colleague/client
For somebody else who
asked you to buy it for them
Other
70%
1% 5%
1%
Whiskey
Chocolate
4%
39%
68%
56%
1% 3%
1%
0% 9%
1%
Chocolate almost universally bought as a gift for friend/family with 90% of Females buying this
way. Travellers to UK (94%) also more likely to buy for friends/family as are lower social grades
(92%).
Self-gifting also evident in fine foods. More likely among Males (38%), travellers to USA/Canada
(48%) and Business travellers (45%).
13.
Did you buy the product….
30%
85%
Whiskey more likely to be bought for self than someone else. Males (53%), Frequent Flyers (49%)
and non-residents (44%) more likely to self-gift.
Q.15
Fine Foods
0% 1%
1%
Spend on Each Category
Base: All Respondents
Whiskey
Up to 5
Up to 20
13%
21-30
22%
6-10
11-15
31-40
41-50
51-60
14.
Chocolate
1%
16-20
12%
61-70
71-80
81-90
91-100
101+
4%
3%
2%
3%
5%
Average
€43.87
21-25
26-30
31+
Average
Q.12a/b/c How much did it cost?
Up to 5
7%
6-10
27%
11-15
11%
16-20
14%
21-25
14%
17%
38%
24%
12%
Fine Foods
21%
8%
5%
9%
€16.53
26-30
13%
31-35
36-40
41-45
46-50
51+
3%
3%
2%
4%
2%
Average
€19.71
Whiskey spend is highest, and
most spent by C2DEs (€48) and
Business travellers (€47).
Chocolate category commands
the lowest spend, and is highest
among Business and Frequent
travellers (€19).
Travellers to the US/Canada
spend more on Fine Food (€22) as
do ABs (€22) and Frequent
travellers (€22).
In each category, impulse
purchasers spend less than those
who planned to purchase in
advance.
Motivations for Purchase
Reason for Purchase
Base: All Respondents
Total
Whiskey
It was something from Ireland
53%
I needed to buy a gift for someone
16%
I liked the look of the packaging
I felt like giving myself a treat
12%
9%
56%
27%
30%
It was on special offer / A bargain
Fine Foods
50%
37%
It was good value for money
Chocolate
45%
32%
38%
37%
8%
27%
7%
10%
55%
20%
16%
8%
6%
5%
13%
6%
13%
5%
11%
Out of habit (I always buy this when travelling)
6%
I felt like indulging in a bit of luxury
6%
It was a limited edition / or unique to travel
retail (Duty Free)
4%
9%
For a Special occasion
4%
7%
3%
1%
4%
7%
3%
1%
I received a sample or tested the product in
the shop
I enjoyed the distraction / entertainment of
shopping before my flight
3%
Other reason
None of these
16.
Q.16
2%
5%
2%
11%
1%
0%
3%
13%
2%
Which of the following were reasons for you to buy the product you did today?
1%
4%
7%
1%
12%
0%
Reason for Purchase – Most Important Reason
Base: All Respondents
Total
Whiskey
It was something from Ireland
34%
I needed to buy a gift for someone
18%
11%
Fine Foods
36%
38%
26%
14%
12%
It was on special offer / A bargain
6%
4%
I liked the look of the packaging
4%
2%
Out of habit (I always buy this when travelling)
4%
2%
I felt like giving myself a treat
4%
5%
1%
9%
6%
22%
5%
5%
4%
2%
11%
6%
I received a sample or tested the product in the
shop
It was a limited edition / or unique to travel
retail (Duty Free)
3%
4%
2%
1%
2%
5%
0%
1%
For a Special occasion
2%
3%
2%
0%
I felt like indulging in a bit of luxury
1%
2%
1%
1%
I enjoyed the distraction / entertainment of
shopping before my flight
0%
0%
0%
1%
Other reason
17.
31%
22%
It was good value for money
Chocolate
Q.17
6%
And which one of these was the most important reason?
8%
4%
6%
Motivations for Purchase
Being “From Ireland” is the primary motivator for purchasing in any of the 3 categories, key given that 7 in 10 of those purchasing in
Travel Retail are returning from a trip here. This is especially true of Younger, Females, ABs and those travelling on Business.
Needing to buy a gift is the second most important motivation, mentioned by 1 in 5 who clearly leave some of their gift purchasing
until they arrive at the airport.
Value for money is also unsurprisingly important, it’s the main reason for 11%, and when combined with “bargain / special offer” at
6% makes up about 1 in 6 purchases overall driven by this motivation.
Whiskey over indexes on a treat for self, and also as a result of a sampling exercise. Limited
edition packs are also motivators for this category.
Chocolate motivations, aside from “Irish” are mainly driven by gifting, value and attractive
packaging.
Fine Foods have the strongest “Irish” motivations of the 3 categories. Value is much lower down
the list. Giving themselves a treat and habitual purchasing over index.
Q.15
18.
Did you buy the product….
Overlap of Purchases –
Other Items Bought or Plan to Buy
Base: All Respondents
Whiskey
Yes Irish Chocolates
15%
Yes Irish Fine Foods
Both Chocolates
and Fine Foods
2%
0%
No
82%
Chocolate
Yes Irish Whiskey
22%
Yes Irish Fine Foods
Both Whiskey
and Fine Foods
2%
1%
No
75%
Fine Foods
Yes Irish Chocolates
15%
Yes Irish Whiskey
12%
1%
Both Chocolates
and Whiskey
No
72%
While there is some overlap evident, cross category purchases are the exception rather
than the norm. Whiskey category purchasers most likely to be solus.
19.
Q.18a
Q.18b
Q.18c
And did you buy anything (or do you plan to buy something) in the Irish Chocolates or Irish Fine Food sections today?
And did you buy anything (or do you plan to buy something) in the Irish Whiskey or Irish Fine Food sections today?
And did you buy anything (or do you plan to buy something) in the Irish Chocolates or Irish Whiskey sections today?
Whiskey Specific
Brands of Whiskey Purchased
Base: All Bought Whiskey (n=310)
Total
38%
Jameson
Bushmills
11%
Tullamore
11%
Paddy
7%
Powers
6%
Kilbeggan
5%
The Irishman 12Year Old Malt
5%
Greenspot
4%
Redbreast
4%
Writers Tears
4%
Connemara
3%
Midleton
3%
Teelings
3%
Other
*Please note brands less than 3% excluded
21.
Q.11a
What brand(s) exactly was purchased in the Irish Whiskey section?
Jameson is predominantly a planned
brand purchase (43% planned vs 33%
impulse)
Tullamore, The Irishman and Bushmills
are more likely to benefit from impulse
purchasers.
Tullamore also more likely to be bought
by those travelling to the US/Canada.
12%
Chocolate Specific
Brands of Chocolates Purchased
Base: All Bought Chocolates (n=309)
Total
64%
Butlers
17%
Lily O' Briens
Lir
7%
Baileys
6%
Toblerone
5%
Guinness
5%
Lindt
3%
Cadburys
3%
Avoca
1%
Celebrations
1%
Mars
1%
Shamrock
1%
Godiva
0%
Other
23.
Q.11b
7%
What brand(s) exactly was purchased in the Irish Chocolates section?
Butlers is the main brand bought in Travel Retail,
and over indexes among travellers to US/Canada
and Planned purchases.
Lily O Briens is a winner with Frequent Travellers
and those flying to the UK.
Impulse purchasers were more likely to pick up
Baileys or Guinness chocolates.
Purchase Behaviour - Chocolate
Base: All Irish Box Chocolate Bought (n=309)
Price Willing To Pay For
a Box Of Chocolate
94%
€10
Reason For Purchase
Importance Of Offers
Very important (5)
22%
They are beautifully wrapped
64%
€20
19%
Quite important
7%
Have an interesting selection
€50
4%
Bring me something different
€100
1%
Not very important
13%
18%
Mean
11%
24.
18%
17%
15%
Are exclusive to duty free/airports
and not available in supermarkets
4%
Are bespoke and special to me
1%
Other
2%
None of these
0%
3.40
Limited demand for boxed chocolates above the €20 mark.
Offers/promotions have some degree of importance, but for many it’s not the case.
“Made in Ireland” is key, packaging and handmade are secondary concerns.
Q.20
Q.21
Q.22
24%
Won't get damaged during travel
29%
Not at all important (1)
28%
Are easy to carry on and travel with
36%
€40
Neither
36%
They are handmade
58%
€30
81%
Are made in Ireland
How much would you be willing to pay for a box of chocolates, if say, you were buying as a special gift?
When buying chocolates, how important is it for you that they are on special offer, for example, 3 for the price of 2?
Which of the following are important to you when purchasing chocolates at the airport?
Fine Foods Specific
Brands of Fine Foods Purchased
Base: All Bought Irish Fine Food (n=161)
Total
Wrights of Howth Smoked Salmon
50%
Cahills Irish Cheese
11%
Crossogue Irish Whiskey Marmalade Preserve
5%
Sheridan's Chutney for Cheese
5%
Mileeven Traditional Fruit Cake
4%
Sheridan's Crackers for Cheese
4%
Mileeven Cranberry & Port Sauce
3%
Wicklow Fine Foods Chocolate Florentines
3%
Crossogue Strawberry & Champagne Preserve
2%
Dalkey Mustard
2%
Mileeven Luxury Brandy Butter
2%
Seymours of Cork Cranberry & Almond Shortbread Biscuit
2%
Wicklow Fine Foods Fruit Jelly's
2%
Crossogue Blackcurrant & Irish Stout Preserve
1%
Wicklow Fine Foods Luxury Cinnamon Sticks
1%
Don Carlos Capers
0%
Other (Specify)
26.
Q.11c
What brand(s) exactly was purchased in the fine foods section?
Wrights Smoked Salmon is the defining product
purchased in the fine foods section.
This, driven by Males (63%), Over 55s (60%), ABs
(62%).
A multitude of other brands and products are
bought within the category.
43%
Factors Considered When Buying Fine Food
Base: All Bought Irish Fine Food (n=161)
Total
70%
It represents a taste of Ireland
55%
That it will stay fresh for my journey
It makes a great gift for family /
friends
39%
That it is legal for me to bring it into
my destination
That the presentation is beautiful
Other
None of these
27.
Q.23
19%
Irishness again, represents a key specific
motivator for purchase in the category.
Freshness is also an important, albeit a secondary
factor to consider.
The legality of bringing a food product abroad is
not an issue for most.
7%
3%
1%
Which of the following are important to you when purchasing fine food at the airport?
Attitudinal Data
Attitude Toward Airport shopping
Task (53%)
Pleasure (87%)
Base: All Respondents
Strongly
Agree
%
I often look for a beautiful and unique gift for friends/family and
can usually find something special here
22
You never know what you might find here - I like to take a look
around and happen upon something I want to buy
I'm usually asked to buy a list of things once word gets out that
I'll be here
I actively look for deals and great prices I can avail of before I
even get here
I often do my homework before I get to duty free as I like to get
specific products I'm after at the best price
14
8
Ease (94)%
29.
Q.24
16
15
13
11
17
9
14
31
21
34
36
16
3.68
7 5
76
13
3.90
28
62
2.27
36
53
2.59
20
69
2.03
67
25
3.59
28
64
2.25
65
26
3.55
57
22
3.47
38
8
8
17
50
9
21
11
Mean
68
56
32
NET
NET
Agree Disagree
%
%
7
48
12
10
10
12
14
34
I like to pick up small tokens/souvenirs for friends and family, it's
a nice way of commemorating the trip and showing I care
I like to get through the duty free doing as little damage and
spending as possible -just picking up the essentials
10
21
12
Slightly Strongly
Disagree Disagree
%
%
43
18
I often leave a few purchases for my trip until the last minute as
I know I'll be able to pick them up in the duty free
I create a list of things I plan to buy in the duty free - these are
often repeat purchases that I pick up regularly
46
32
9
Neither
Agree nor
Disagree
%
Slightly
Agree
%
15
13
Finally, I’m going to read out a list of statements that people have made about shopping in duty free at the
airport, and for each one, I would like you to tell me if you agree or disagree with it?
9
Key Thoughts
Key Thoughts
Buying a product from Ireland is the primary motivator for purchase in all 3 categories. Packaging
cues, brand names and stories / traditions will be key in ensuring that products have the best chance
of being purchased.
While the majority of Travel Retail shoppers did plan to buy in the category in advance, there is still a
significant minority who only chose to purchase the category on the day. Ensuring the category,
fixtures, flow of shoppers etc appeals may encourage more trade.
Decision on Brand is made by the majority at the fixture, on the day, and this is especially true for the
Chocolate Category. Brand stand out on shelf is essential to play in this space.
Value for money, as a key secondary motivator can aid in this stand out.
Limited editions and Product tastings (in the Whiskey category) have a role to play in driving
increased sales. Especially given the high proportion of products bought for self (also true for Fine
Foods).
The Whiskey category is mostly shopped by Males, while Females dominate the other two Categories.
These nuances may help target appropriately within category.
Cross category purchases are relatively rare at present, consider a partnership between brands across
different categories to encourage growth in this area.
31.
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