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Airport retail trends in Europe

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Written by editor

A new report conducted by Canadean analyzes trends in airport retail and explores how opportunities and demand are set to change in 2012-2013.

A new report conducted by Canadean analyzes trends in airport retail and explores how opportunities and demand are set to change in 2012-2013. This report is the result of an extensive survey drawn from an exclusive panel of European respondents.

The report reveals that the average expenditure of European travelers per visit to duty-free and duty-paid airport retail outlets is US$76 and US$51, respectively.

Competitive prices, renowned brands at discounted prices, and last-minute gifts are the key drivers behind recent market changes, ranking as the most important motivational factors of purchases at airport retail stores.

Overall, European travelers indicated that 46% of purchases at duty-free airport retail stores were pre-planned, while 54% of purchases were impulsive, with the leading product categories being food, beverages, and tobacco; perfumes, cosmetics, and personal care; and apparel, accessories, and luxury goods.

In total, 75%, 66%, and 65% of European respondents identified printed media, stationery and cards, and food and non-alcoholic beverages, respectively, as key products purchased from duty paid shops.

According to calculations, the average time spent by a customer at duty-free airport retail outlets is 23 minutes, as compared with 19 minutes at duty paid outlets.

The average expenditure on food and beverages per visit to airport outlets is US$14 overall – 27% of respondents spend between US$11-US$15 per visit on food and beverages, while 24% spend US$16-US$20.

Shoppers assign more significance to brand selection during the purchase of products from airport retail outlets, with art and craft, food and non-alcoholic beverage, and stationery and cards being the most important within the domestic brand category, while consumer electronics, perfumes, cosmetics, personal care, and tobacco are significant within the global brands category.

Key activities that optimize business of airport retailers are promoting price advantages over city-center retailers and adapting offers to passenger profiles.