Shopper Behaviour in Duty Free Remains Consistent Despite Evolving Paths

As we reach the final stages of fieldwork for our 2026 edition of the Global Shopper Database (which consists of approximately 14,000 interviews across 14 key travelling and Duty Free shopping nationalities), one key trend continues to stand out: ‘how’ people shop in Duty Free is constantly evolving but ‘why’ they choose a product remains remarkably consistent.

Over the past few years, we’ve seen clear shifts in behaviours. Planning levels have softened, purposeful visits fluctuate, and shoppers are more open to experimenting than ever before. The journey isn’t as linear as it once was, today’s traveller might enter a store with no fixed purchase intent, but they may have a very focused mission in terms of the types of products they want to see.

But when it comes to the final moment of decision, the fundamentals haven’t changed. Factors like perceptions of quality, brand recognition, pricing, and differentiation continue to lead the way. These are the anchors shoppers rely on when making a choice, especially in a fast-paced, high-pressure environment like an airport.

So while the path to purchase is becoming more fluid, the drivers of choice remain stable. It means that no matter how much behaviours evolve, the role of brands and retailers is still the same: build awareness, recognition and trust; communicate value; stand out and clearly communicate the differentiating features.

Because, from what we are seeing so far, in the final 3 feet for the purchase decision making process, shoppers haven’t changed in terms of what matters, but they have continued to change how they get there.

We are delighted to be able to provide the industry with brand new shopper insights from our 2026 edition of the Global Shopper Database and will be releasing new insights, analysis and trends over the coming weeks. Make sure you’re following us at Pi Insight to keep up to date!
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