The Duty-free Paradox: Remembered Only When It’s Too Late

When you’re not part of people’s daily routines, standing out gets tricky. Duty-free isn’t your typical beauty or retail brand — it’s a low-frequency retailer, a place people shop when they travel, celebrate, or treat themselves.

That means the rules are different. Success depends less on everyday convenience, and more on being remembered when the moment comes.

Let’s unpack what the latest data says — and what it doesn’t — about how Duty-free is performing in 2025.

Awareness: Slowly but Surely

Good news first — awareness is climbing, from 30% to around 35% in two years. That might sound small, but in the world of travel retail, it’s a solid lift.

The challenge? The average brand still sits closer to 50–55%.
So, while people are starting to notice Duty-free more often, it’s not yet top-of-mind when they’re planning that next trip.

Lesson: For a low-frequency brand, awareness is built in bursts — not daily repetition. Think travel moments, airport touch points, and well-timed campaigns, not constant noise.

Consideration: Turning Heads (Finally)

Awareness is one thing — but getting people to actually consider buying is where the magic happens. And here, Duty-free is trending the right way.

Consideration is up to around 20%, fuelled by strong associations like:
- Good discounts (130)
- Practical packaging (114)
- Value for money (112)

Basically, Duty-free is becoming the smart shopper’s choice — people who love a deal and know it when they see one.

Takeaway: The value message is landing. Now it’s about turning “maybe next time” into “definitely next trip.”

Customers: Few, but Happy

Only about 6% of consumers currently buy from Duty-free shops — but those who do are pretty happy about it. With an NPS of 33 and 53% promoters, it’s clear: when people shop, they like what they get.

The problem? They don’t shop often. Because, well, how often do most people fly these days?

Insight: This isn’t a loyalty problem — it’s a frequency problem. The fix? Stay in people’s minds between trips through great storytelling and loyalty reminders.

Value: Cheap, and Proud of It

Duty-free owns its value perception — and it’s justified.
Brand data shows people already see it as great for discounts, and external price benchmarking confirms it:

On average, 15–25% cheaper than regular beauty or pharmacy chains.
Up to 30% lower for mid-range cosmetics.
Even luxury fragrance stays around 10% cheaper.

Translation: Duty-free isn’t just seen as cheaper — it is cheaper. And in 2025’s “smart shopper” economy, that’s gold.

Sales: Rebounding, Not Quite Flying

Sales across Nordic airports are up 7–9% year-on-year, which is solid — but still about 15% below pre-pandemic levels.

Travel is back, but not fully. Fewer short business trips, weaker currencies, and a growing “buy-it-online” habit all hold the category back.

Reality check: The travel retail tide is rising again. The question is — can Duty-free surf faster than everyone else?

Perception: Great Prices, Clunky Experience

While price scores are stellar, Duty-free underperforms on softer things like ease (85) and range (113).

Consumers love the deals, but not necessarily the shopping process.

Fix: Make the experience smoother — think pre-ordering, click & collect, or digital browse-before-you-fly tools. Price brings them in; convenience keeps them coming.

The Bigger Picture

Context matters:

Travel is up 6% year-on-year (Swedavia, 2025).
Consumer confidence is still low, making people more price-sensitive.
“Smart spending” is trending — shoppers want to feel clever, not guilty.

That’s a macro setup tailor-made for Duty-free. The audience is primed for value — they just need reminding that Duty-free is that value.

So, What’s Next?
Duty-free has the right ingredients — affordability, satisfaction, and a loyal base. But to really grow, it needs to own those travel moments and stay top-of-mind between flights.

Duty-free isn’t a brand people live with every day — and that’s okay. It just needs to be the brand they think of when they’re about to take off.

The story is simple:
Smart value. Happy customers. A category on the rebound.

The next step?
Make “Duty-free shopping” feel like part of the travel ritual.
Because when you’re remembered at the right moment — even an occasional brand can fly.