In addition to ‘value for money’, other factors that figure among the main drivers of shopping include convenience and the act of ‘self-reward’. Convenience, ranging from accessible shop locations to the ease of finding desired products, has gained prominence among consumers looking to optimise their time at airports. Self-reward‘, meanwhile, refers to consumers’ desire to treat themselves, especially after a long journey or as a way to compensate for the stress of the travel process.

Shifting consumer trends

The study also highlights a shift in consumer preferences in terms of the products they buy in duty-free shops. For example, there has been an increase in demand for novelty products, which offer a different or unique shopping experience. This shift suggests that consumers are not only looking for value for money, but also for exclusivity and products that are not readily available elsewhere.

Another trend observed is the increased interest in health and wellness-related products, reflecting a shift in consumer thinking towards more conscious and sustainable choices. This has been seen in the growing popularity of organic, eco-friendly and fair trade products in duty-free shops, which may also be influenced by increased global awareness of environmental issues.

Impact on the retail sector

For duty-free retailers, these findings have important implications. Those that can better align with these key drivers, especially in terms of value for money and convenience, are likely to have a competitive advantage in the marketplace. This could translate into a greater need to offer attractive promotions, improve product presentation and ensure that consumers clearly perceive the benefits of duty-free shopping over other options.

Retailers will also need to continue to innovate in their product offerings, ensuring that they align with emerging trends and consumer interests, such as sustainability and wellness. This could involve greater product diversification, as well as a more strategic focus on marketing novel and unique products.