Image by Noah Buscher

SUSTAINABILITY

The Demand

 
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SUSTAINABILITY RESEARCH

Travel industry research shows how increasingly fundamental sustainability is to consumer choice. Not enough is being done to meet this demand, creating a huge market opportunity for a direct customer travel retail proposition based entirely around sustainability.

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POSITIVE BRAND RECEPTION

84% of consumers say sustainability has a positive impact on duty-free / travel-retail shoppers’ perception of a brand (2)

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INCREASED LIKELIHOOD TO PURCHASE

72% of consumers say sustainability credentials would increase their likelihood to purchase - this likelihood is higher amongst females, millennials & Europeans  (2)

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INFLUENCE ON PRODUCT SELECTION

71% of consumers say their purchase decision would be strongly influenced by an item’s sustainability credentials if choosing between products (1)

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PREMIUM PRICING PROPOSITION

64% of duty-free shoppers would spend more for an environmentally friendly product. Over 80% of those would pay a 20% premium, whilst 40% would pay a 30% premium (2)

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IMPORTANCE OF SUSTAINABILITY

46% of consumers consider sustainability to be of high importance in travel retail (1)​

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MILLENNIAL KEY REQUIREMENT

40% of millennials not only actively choose sustainability brands, but will refuse to buy from brands that have no sustainability credentials (3)

Sources 

(1) TFWA sustainability in travel retail study 2020 

(2) m1nd-set travel retail sustainability research, BWC Sustainability Issue March 2021

(3) Retail Doctor Group Global Consumer Study 2020