Confectionery sales rise by 34% at Doha

Michael Eaton

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Investment, supplier support and a rise in passenger numbers has driven a 34% increase in confectionery sales at Doha International airport

Qatar Duty Free has revealed that confectionery and food sales have increased by over 34% to date at Doha International airport and deputy general manager Krishna Kumari is optimistic that further growth is achievable.

She explained: “Doha has enjoyed a steep increase in weekly flights, with national carrier Qatar Airways adding a lot of new aircraft to its growing fleet. It aims to more than double the size of the fleet to about 110 by 2015.”

The airport is undergoing a triple-phase expansion in order to handle up to 24m passengers annually. The 2008 Olympic Games in Beijing will increase traffic and, even in the short term,  the airport is predicting a 33% year-on-year improvement in passenger numbers to 8m by the end of 2006.

Kumari acknowledged the importance of higher passenger numbers but said that one of the main factors in increasing confectionery sales had been the level of investment and support by manufacturers. “Space is restricted so we are unable to install large personalised display units, but suppliers have helped us make the most of every square metre and the promotions programme has been excellent,” insisted Kumari. “Staff training has also been a focus and our team work hard to achieve sales.”

Kraft Foods World Travel Retail (KFWTR) regional manager Sanjay Karadi agreed that the overall merchandising strategy was clear and that KFWTR benefited from high visibility for its brands, using a pillar display for Toblerone and a branded wall bay for Milka.

But Karadi said that one of the most important factors for KFWTR’s sales increase of about 80% year on year was close liaison over appropriate promotions. “We have monitored the changing passenger profiles and tried to be pro-active in adapting promotions,” he explained. “The European transit travellers have been very keen on multi-purchase deals, whereas the gwp promotions have appealed to the returning expat Asian population.”

“Our sales have been particularly strong in the sub-categories of informal gifting and sharing, and children’s confectionery,” added Karadi. “In the first quarter of 2006 our unit sales were up by 98%.”