Airport Experience® News - Conference Issue 2025

DATA CHECK

AIRPORT SHOPPER EVOLUTION Demographics, Purchasing Trends Show Sharp Shift, Data Shows

BY CAROL WARD

Demographics & Travel Behavior (Duty Free Purchasing Trends)

GENDER

PURPOSE OF TRIP

Leisure Business

Females Males

42% 36% 38% 43% 49%

68% 69% 69% 73% 73%

58% 64% 62% 57% 51%

32% 31% 31% 27% 27%

2017-Q1 2020 2021

2022

2023

2024

2017-Q1 2020 2021

2022

2023

2024

2017 Q1 2020

AGE

2022

2023

2024

2021

Gen Z Millennials Gen X Boomers + Avg age (y.o.)

5%

9%

7%

10% 29% 47%

10% 29% 48%

19% 48% 28%

29% 51% 11%

26% 55% 11%

13%

14%

46

39

39

40

41

Indicate signi cantly higher / lower vs the pre Covid-19 2017-2020

Source: m1nd-set

ajor shifts in travel retail shopper profiles have emerged over recent years, driven by both demographic

The research reveals that while price and limited product relevance remain the main barriers to duty free shopping, these have both declined since the pandemic. Price sensitivity has dropped significantly from 77% pre-Covid to 45% in 2024. “To remain competitive and relevant, brands and retailers must prioritize sustainability and target younger demographics with marketing campaigns that resonate with Millennials and Gen Z shoppers and which focus on sustainability, exclusivity, and value-driven experiences” Mohn said. Demographic Shifts m1nd-set’s latest research shows that duty free shopper demographics have transformed significantly from pre-Covid to post-Covid 52% 25% 16% 7%

M

and behavioral changes, m1nd-set reported. New data from the travel research agency suggests that today’s global airport shoppers are focused on purchasing mainly for personal consumption, are cognizant of the environmental impact of their brand choices and are more price resilient than shoppers in previous years. Peter Mohn, CEO of m1nd-set, said that “younger, more eco-conscious, and leisure focused shoppers” are redefining the travel retail market. “Sustainability has become a key driver” Mohn said, “with two-thirds of shoppers in 2024 prioritizing eco-friendly criteria, up from just over half in 2021. Younger generations, particularly Gen Zs, are spearheading this trend.” 50% 52% 28% 26% 20% 15% 4% 6% 2022 2023

Purpose of Purchase (Duty Free Purchasing Trends)

50%

46%

Own Consumption

40%

Gifting

28%

Sharing

16%

9%

On Request

6%

5%

2017-Q1 2020

2021

2024

Indicate signi cantly higher / lower vs the pre Covid-19 2017-2020

Source: m1nd-set

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AX NEWS MARCH 2025