For
leading Jordanian shisha brand, Mazaya, TFWA World Exhibition is a key week in
its ongoing strategy to build shisha sales in global travel retail. This year sees the company again entertain
guests onboard its luxury Princess Iluka Yacht in addition to its exhibition
stand (H53/yellow village).
“Building
travel retail distribution for our shisha tobacco outside the Middle East is a
long-term strategy but we are most definitely finding that retailers in Europe,
Asia and the US are becoming more and more interested and receptive to the
concept,” says Mazaya brand manager Rawan Elayyan. “In Cannes we will introduce new customers to our best selling flavours such as two apples,
lemon mint, blueberry, mint, gum mint, grape mint and watermelon mint. We
usually recommend five of these to start with in a new listing, building as the
brand becomes better known within the region.”
Investment to bring Mazaya shisha to the
attention of the global travel retail industry remains high while, once listed,
support from the company through promotions such as GWP’s and price-off is seen
as critical to growth. “This year we’ve run promotions for customers in Amman,
Dubai, and Sharjah airports and have scored high growth rates in all as a
result,” says Elayyan. “We have a new listing with Abu Dhabi that’s due to go
in during August and will run a promotion in September.”
Elayyan emphasises that Mazaya has
potential for retailers across the globe.
“Of
course the Middle East/Gulf remains our core and key sales region and we
continue to build our distribution across airports here, but we know that the
potential for shisha in other regions is massive, particularly where the local
market demand continues to rise rapidly such as in the UK, Europe, the US, South America and parts of Europe,” she says.
“Naturally,
we are all aware of growing restrictions for all types of tobacco smoking but,
nevertheless, according to a recent study by Wise Guy, the Hookah (Shisha)
Tobacco Market is expected to see a CAGR of 17.99% from US$734,06m in 2017 to
US$2,757.94m by 2025.
“Driving
this growth is the increased theme based café culture and the fact that it comes in
different flavours, which attracts younger adult consumers.”
According to the
report, Europe is expected to dominate
growth within the global shisha tobacco market followed by North America, with
Latin America demand also growing as the café culture grabs hold. Demand
is expected to stay strong in the
traditional markets such as the Middle East and parts of Asia Pacific.
“Based on these facts, it
really makes sense for global travel retailers to get onboard the shisha
market phenomena and dedicate some floor
space to this growing trend,” continues Elayyan. “It’s an opportunity not just
for airport shops but for border shops, cruise ships and ferries as well.”
Mazaya will be present in
Cannes with a growing team dedicated to the global travel retail market. “We
are increasing our business and, in line with that, have expanded our dedicated
sales and marketing team and are now dealing directly with operators rather
than through agents or consultants,” she says. “We are very keen to meet new
potential customers in Cannes and look forward to introducing the world of
Mazaya shisha to a new audience as well as our valued existing customers.”
To make an appointment please email rawan.elayyan@mazaya-trading.com
About Mazaya
The
Mazaya brand was launched in 2010 by the fast-growing Jordanian tobacco company
Alzawrae. Through Mazaya, Alzawrae aims at revolutionizing the production of
tobacco-molasses, presenting to their customers a diverse and innovative
selection of high quality products, distinguished by their unique ingredients
that include pure honey, natural food grade flavours and premium quality French
tobacco.
Pioneers in the production and supply of high-end
tobacco-molasses and innovators in hookah technology to international quality
standards, Mazaya has
expanded its presence from three markets to 30 markets in just five years and
seeks to expand the base of its success globally.
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