m1nd-set: Cross-category innovation driving higher spend and stronger conversion in global travel retail

Cross-category shopping is becoming a key catalyst for growth in global travel retail, according to new research from Swiss agency m1nd-set. The findings show that combining product categories meaningfully increases shopper spend, basket size and conversion rates, opening new revenue opportunities for retailers and brands across the duty-free ecosystem.

The study focuses on the five most purchased categories in global travel retail – Perfumes, Confectionery, Alcohol, Tobacco and Skincare – and examines how travellers behave when buying across multiple segments. According to m1nd-set, strategic cross-category merchandising can significantly lift spend, especially when supported by targeted in-store activations and data-driven product placement.

Travellers currently buy an average of 1.6 categories per duty-free visit, with Gen Z (1.8) and Millennials (1.7) purchasing above the global average. Shoppers from South America, the Middle East and Africa also show a stronger inclination to buy across more categories. Perfumes remain the leading footfall driver, attracting one in five travellers, while Tobacco delivers the highest conversion, with nearly two-thirds of browsers making a purchase.

One of the most striking insights is the sharp increase in spend when shoppers engage with multiple categories. Buyers who purchase only one category spend around $100 on average. This rises steadily as additional categories are added, reaching an average of $177 at five categories and $209 at seven categories. Despite this, m1nd-set highlights that 85% of duty-free shoppers limit themselves to just one or two categories, and fewer than 2% purchase five or more – representing a major untapped opportunity.

The research also identifies high-performing pairings that drive stronger spend. Perfumes combine well with Skincare, Alcohol, Confectionery and Tobacco, while nearly a quarter of Perfumes shoppers also purchase Confectionery. Confectionery pairs particularly well with Alcohol (18%), Tobacco (15%) and Souvenirs (10%). Gen Z travellers show a strong preference for Alcohol-and-Confectionery combinations, while shoppers from Africa, the Middle East and South America over-index in Tobacco-and-Confectionery pairings.

Notably, m1nd-set reveals that cross-category behaviour can dramatically elevate spending within individual categories. Travellers who purchase Alcohol alongside Electronics increase their Alcohol spend by 55%, rising from $87 to $135. Pairings such as Perfumes and Tobacco also deliver consistent double-digit increases across both categories.

Dr. Peter Mohn, Owner and CEO of m1nd-set, emphasised the strategic importance of these insights for brands and retailers. “The findings emphasise the enormous value of cross-category merchandising for brands and retailers alike. Perfumes and Alcohol in particular emerge as influential spend drivers when integrated into targeted partnerships, activations and in-store strategies.”

He added that the gap between potential and current behaviour remains substantial. “The fact that fewer than 2% of shoppers purchase five or more categories shows how much value remains unlocked. With the right cross-category initiatives, from promotional bundles to collaborative activations, travel retail stakeholders can drive significant incremental revenue.”

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Mohn also noted the evolution of cross-category retailing beyond simple bundling: “Cross-category merchandising in travel retail has evolved far beyond simple product bundling. Today, it’s about creating immersive, experience-led activations that connect diverse luxury and core categories under a unifying theme – whether gifting, cultural celebrations or lifestyle narratives such as adventure, wellness or sophisticated luxury.”

He added that retailers are increasingly using digital tools to deepen engagement. “Retailers are now leveraging digital marketing, data-driven placement, and omnichannel touchpoints to seamlessly guide travellers across different store environments, effectively driving footfall, dwell time, and ultimately higher spend per passenger. We are seeing a shift toward integrated ecosystems where shopping forms part of a holistic journey.”

The article m1nd-set: Cross-category innovation driving higher spend and stronger conversion in global travel retail first appeared in TravelDailyNews International.

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