According to Swiss research agency, m1nd-set, luxury, brands retailers and travel and tourism operators have responded to the seismic shift in consumer mindset, to adapt their product and service offering to the new consumer mindset, which is increasingly more socially and environmentally conscious since the pandemic.

With companies fundamentally changing the way they source, manufacture and package product or reposition their products and services, travel retail is also having to adapt to stay in line with consumer expectations. A focal point of m1nd-set’s research is how post-pandemic luxury goods shoppers have changed their behaviour when travelling and shopping.

One of the key trends highlighted in the report is the growing demand among some luxury consumer segments for luxury travel experiences over luxury products. These consumers are seeking less ostentation and more emotional and spiritual experiences, which is leading to growth in the luxury health and wellness sector. Respect towards the environment and immersion in nature are also important aspects of these travel sustainable luxury experiences.

On travel retail shopper behaviour among luxury shoppers specifically, the research reveals the preferred categories among luxury shoppers and how their shopping behaviour in duty free has evolved since before the pandemic as well as in comparison to non-luxury shoppers. According to m1nd-set, luxury shoppers are particularly more interested than they were before the pandemic in finding different products from their usual luxury purchases and more sustainable packaging. 25% of luxury shoppers said they place importance on purchasing something different compared to 18% on average in the years from 2017 to 2020, and compared to 21% of non-luxury shoppers. 20% said they were more conscious about the product packaging in 2021 compared to only 11% on average in the years from 2017 to 2020, and compared to 17% of non-luxury shoppers.

In addition, the research shows that luxury shoppers are significantly more likely than non-luxury shoppers to purchase at least one unique duty-free exclusive product and more likely than they did before the pandemic too. 80% of shoppers said they would purchase a duty free exclusive, up 28% on the four-year average between 2017 and 2020 and 8% higher than among non-luxury shoppers. The interaction with, and impact of, sales staff on the purchase behaviour also reveals significant changes, particularly concerning the influence that sales staff are having on the product selection of luxury shoppers since the pandemic.

Commenting on the impact of the pandemic on shopping behaviours, Head of Business Development at m1nd-set, Anna Marchesini said: “Given the shift towards more responsible consumption and the shopping behaviour of luxury shoppers in travel retail, where we see consumers looking for more information on the products and services prior to purchasing, we believe there is a huge opportunity for brands. The most forward-thinking luxury brands in retail and in travel retail will sieve this opportunity to educate consumers about the unique history and sustainable attributes of their products or services. The world has changed and sustainability is no longer a choice, but a requirement.”

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