Haribo Will Pivot 2027 Strategy Toward Travel Retail Growth
Candy manufacturers can adapt their SKU mix and logistics to capitalize on the gifting demand driving airport sales.
Updated on Oct. 1, 2026 in Business Strategy
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Haribo plans to implement a new short-term corporate strategy in 2027 to navigate economic uncertainty and regional conflict. The pivot focuses on enhancing logistics and point-of-sale availability, following a period where the company launched 16 new stock keeping units in travel retail.
Why it matters
The shift aims to mitigate the impact of a global economic downturn while ensuring compliance with the EU Packaging and Packaging Waste Regulation that began in August 2026. By prioritizing gifting-focused products, Haribo is responding to consumer data showing this motive drives a significant portion of foot traffic.
Gifting represents 15% of purchase motivations in travel retail, while 10% of shoppers cite gifting as their primary reason for visiting a store. Over the past three years, the firm expanded its travel retail presence by launching 16 new stock keeping units.
The players
Haribo
A major multinational confectionery manufacturer focused on the gummy candy market and global retail distribution.
The details
Haribo is shifting its operational focus to improve route-to-market performance and point-of-sale product availability to combat market volatility. Simultaneously, the company is re-engineering its packaging according to a four-part framework—replace, recycle, redesign, and reduce—to meet ongoing EU sustainability mandates. These phased packaging adjustments are scheduled to continue across the EU through 2040.
Timeline
2023-2026: The company launched 16 new stock keeping units in the travel retail sector.
August 2026: Implementation of the EU Packaging and Packaging Waste Regulation began.
2027: Haribo initiates its new short-term corporate strategy.
2040: The final phase of EU packaging regulation implementation is expected.
Market Landscape
Haribo's operational shift follows a pattern set by the EU Packaging and Packaging Waste Regulation, which mandated new sustainability benchmarks in August 2026. The move aligns with a broader trend of consumer goods firms re-engineering supply chains to meet regional environmental standards.
Operators should evaluate whether their current packaging and logistics frameworks can adapt to increasingly stringent EU sustainability mandates. Firms in the travel retail segment should also monitor the extent to which gifting motivates their own customer base when planning SKU expansions.
The takeaway
The move underscores the necessity of aligning product packaging and shelf-ready logistics with regional regulatory demands. Operators should review their packaging life cycles against the EU regulatory framework to ensure compliance through the 2040 implementation horizon.
Further reading
For more on evolving operational models, see our coverage of Business Strategy.
Source note: This article includes information reported by TRBusiness - Travel retail news, duty free news and business data.
Live Poll
Do you prefer purchasing items for yourself over buying gifts when traveling?
