Study: Here's what consumers want from C-stores...
Convenience stores are among consumers’ preferred food and beverage destinations , but room for improvement remains when it comes to capturing more spending.
A new survey from Acosta Group found that road trips and travel days mean a convenience store trip for 37% of shoppers, while roughly a third (32%) turn to the channel for a quick snack and because it is the closest option (32%). A majority (84%) of those surveyed reported purchasing prepared food from a convenience store in the past three months.
Despite this, these shoppers are highly channel-fluid, according to the survey, as 81% also purchase food or beverages from fast-food restaurants, 78% from mass merchandisers and 77% from traditional grocery stores.
More than half (53%) of shoppers said better value for the money would make them more likely to purchase food and beverages from convenience stores in the future, followed by higher-quality food (47%) and more freshly-prepared meals and snacks (35%).
Nearly three-quarters of shoppers said healthier or better-for-you foods are at least somewhat important when shopping at convenience stores. Freshly-prepared foods, fresh fruits and vegetables and high-protein options were reported as the offerings that pique the greatest interest.
Notably, a sandwich paired with a beverage was the most appealing convenience store meal combination tested, selected by more than three-fifths (62%) of shoppers.
"Convenience stores have earned an incredibly valuable position with shoppers because they solve real needs quickly, but convenience alone isn't enough to win every occasion," said Kathy Risch, senior VP of shopper insights and thought leadership at Acosta Group. "Shoppers are telling us that value and food quality can change the equation. When c-stores pair their inherent advantage in speed and accessibility with fresh, high-quality food and beverage offerings, they have an opportunity to compete for occasions shoppers may be taking elsewhere today."
[READ MORE: Parker's Kitchen begins Florida expansion with goal of 12 stores by 2027]
Research for the C-Store Occasions study was conducted Aug. 26-31 among 775 U.S. shoppers who purchased food or beverages from a convenience store within the prior three months. Respondents are members of Acosta Group's proprietary Shopper Community.
