Travel retail trends show rise in impulse buying among passengers

Research from Travel Blue indicates a significant shift in airport retail behavior, noting that impulse buying has risen from one in five shoppers in 2021 to one in three in 2025. The study, which surveyed over 200,000 international passengers, found that while 37% of travelers enter duty-free stores, only 22% make a purchase. Gen Z is emerging as a key demographic, expected to account for 30% of travelers, with 40% of that group purchasing purely on impulse.

In response to these trends, Mondelēz World Travel Retail is expanding the availability of its Toblerone Pink Crush chocolate. Originally launched as a limited-edition exclusive with Qatar Duty Free at Hamad International Airport, the product saw record growth for both the brand and the chocolate category. The company plans to roll out the product as a global travel retail exclusive following strong consumer feedback and social media engagement.