One of the key needs among brands in terms of consumer research is to understand more about why travellers do NOT purchase in the duty free and travel retail shops. This latest study, commissioned from Counter Intelligence Retail, was undertaken among more than 6000 consumers worldwide. It sheds light on some of these questions such as who the non-shoppers are, how they behave in the airport when travelling and what the main barriers to entry are. The study also provides some recommendations for converting these non-shoppers into customers.