Philippines, Russia, Colombia, Turkey, Egypt, China, Malaysia, and Switzerland set the standard for authenticity in Duty Free and Travel Retail, driving global consumer trust and demand - Travel And Tour World (2025)

Thursday, April 17, 2025

New research shows that authenticity is a top driver for global Duty Free and Travel Retail shoppers, with countries like the Philippines and Russia leading the way.

New findings from prominent research agency m1nd-set highlight a major untapped opportunity in the global Duty Free and Travel Retail market: its inherent edge in offering authentic products.

The recent study, published by the Switzerland-based agency, reveals that for a significant portion of international shoppers, the assurance of authenticity is a key purchasing motivator in the Duty Free and Travel Retail space. In fact, it ranks as the fifth most appealing factor globally, cited by 17% of shoppers. This sentiment is notably stronger among travelers from the Asia Pacific (21%) and Africa & the Middle East (19%) regions.

The research emphasizes the critical role that product authenticity plays in fostering long-term consumer loyalty. Shoppers prioritize genuine items for various reasons, including health, safety, performance, ethical considerations, and personal expression.

In a market increasingly affected by counterfeit goods, the importance of trust and authenticity in Duty Free and Travel Retail becomes even more pronounced. Categories like Perfumes, Cosmetics, Clothing, and Toys—key pillars of the Travel Retail industry—are also among the most commonly seized counterfeits. Global consumer trends indicate that shoppers are becoming more conscious and selective, with 86% considering authenticity a decisive factor and 80% willing to pay a premium for genuine products. However, despite this, over 70% of consumers still express concerns over brand credibility, signaling an ongoing “authenticity deficit.”

This research also identifies a distinct group of “authenticity seekers”—more discerning, purpose-driven consumers who are sensitive to emotional and environmental aspects of their shopping experience. Millennials show the greatest concern for product authenticity, with 19% ranking it as a top priority, while Gen Z shoppers, at 14%, are the least concerned. Premium Economy, Business, and First-Class passengers are also more likely to prioritize authenticity compared to Economy Class travelers, the study suggests.

Among nationalities, shoppers from the Philippines are the most likely to prioritize authenticity, with one-third citing it as a major factor—likely influenced by strong anti-counterfeit measures in the country. Russians (27%) and Colombians (26%) follow closely, with other countries such as Turkey, Egypt (24%), China, and Malaysia (22%) also ranking high. The study also found that authenticity is particularly important to consumers purchasing Personal Care (27%), Jewelry & Watches (25%), and Clothing & Accessories (23%) in Travel Retail, with Alcohol (18%) and Beauty (17%) shoppers also placing strong emphasis on genuine products.

The study stresses that Travel Retail stakeholders should actively position the sector as a secure, counterfeit-free zone. This includes tailoring communication strategies to target nationalities with heightened concerns about authenticity, promoting transparency through product certification and supply chain integrity, and enhancing the overall shopping experience for “authenticity seekers.”

Finally, m1nd-set recommends engaging travelers early with pre-travel marketing, as well as adopting technologies that authenticate products, to further capitalize on this growing trend. Tailored messaging for specific nationalities, personalized in-store experiences, and pre-travel digital engagements are key strategies to fully leverage the potential of authenticity-driven shoppers.