Convenience-store operators are driving traffic, sales and loyalty by continuing to scale up their freshly prepared food offerings, according to a recent Freshly Prepared Foods Shopper Insights Study by Acosta Group conducted with the retail, marketing and foodservice agency’s propriety shopper community.
Convenience-store shoppers that are shopping for fresh prepared foods are young, busy, skew more male than female and live in larger households that are more likely to have children, Acosta said.
“With 27% of c-store shoppers purchasing freshly prepared items more than they did a year ago, it’s evident that this category is influencing shopper behavior,” said Kathy Risch, senior vice president of thought leadership and shopper insights at Acosta Group. “Consumers today are regularly purchasing freshly prepared foods to replace or supplement meals throughout the day, shopping for these items across all channels, from traditional grocery to quick serve to c-stores. Our study reveals that of those shopping for freshly prepared items, approximately 23% are purchasing them in c-stores, representing a significant opportunity for continued growth in the channel.”
Jacksonville, Florida-based Acosta Group shared the results of its recent Freshly Prepared Foods Shopper Insights Study conducted in April with 977 U.S. shoppers that purchase freshly prepared food items in c-stores. The Acosta Group Shopper Community is comprised of more than 40,000 demographically diverse shoppers across the United States and is the company's proprietary community for survey engagement.
Here are some more commonalities between today’s fresh-prepared c-store shoppers.
- With a median age of 41, these shoppers are 10 years younger than those not shopping for freshly prepared items in c-stores.
- 28% are men, compared to 20% who are women.
- 62% have children at home.
- A greater proportion of Gen Z (22%) and Millennials (36%) make up this shopper base, often consuming freshly prepared foods on the go.
- 39% of these shoppers are eating these items away from home.
- 43% are more likely to order from online apps for convenience.
- 82% of Millennials and 60% of Gen Z are members of c-store loyalty programs, and 85% of Millennials subscribe to c-store retailers' apps, according to Acosta Group's proprietary fall 2023 Convenience Store Shopper Insights Study.
“It's absolutely a race for foot traffic for c-stores, amidst a multitude of competitors,” said D.J. White, senior vice president of corporate distribution for Core Foodservice, an Acosta Group agency. “Savvy operators understand that it's crucial to drive preference for their stores as consumers are looking for elevated, freshly prepared foods on their way to work, taking their kids to soccer practice and attending other outdoor activities.”
These shoppers have hectic lifestyles. Acosta Group's recent Freshly Prepared Foods study also reflects that they are making their food choices for health-conscious reasons and are purchasing freshly prepared items to eat either away from home or on the go.
- 39% of these shoppers are eating their meals or food items away from home.
- 36% are consuming their freshly prepared items while at work.
- One-third of these shoppers are consuming the items during outdoor activities like hiking, camping or fishing.
- 38% describe these items as being better quality, supporting their choice to eat healthier.
Snacks and Beverages Are Important
Snacking is part of almost every day for these shoppers, especially if the items are new, interesting and quick to access, according to Acosta.
- Nearly 67% of these shoppers snack at least once daily.
- 40% are using freshly prepared meals or items for snacking and 56% will immediately consume these items.
- 48% are open to trying new and interesting foods, compared to just 33% of those not shopping fresh prepared.
Many c-store shoppers say they want to buy healthier sweet treats more now than in prior years and expressed an interest in natural and organic, with options for gluten-free and vegan as well. According to Acosta Group's 2023 Snacking Trends study, 49% of c-store shoppers prefer healthy snacks, with that number rising to 55% for Millennials.
Overall, salty snacks and refrigerated beverages represent 65% and 59%, respectively, of the most purchased items for all c-store shoppers. Store-made and self-serve beverages are also highly popular.
“Understanding the importance of these items and this consumer's interest in new and innovative products provides a meaningful opportunity for operators to drive sales via bundling as well as in-store and online marketing,” said Hobie Walker, senior vice president of the small format division at Acosta.
Why Buy Fresh Prepared Foods at C-Stores?
Acosta Group has identified three primary reasons c-store shoppers of fresh prepared foods are purchasing more of these items at c-store than they did last year.
- 48%—the costs of other food and groceries have changed.
- 44%—more freshly prepared items are available.
- 43%—they don't have as much time available to cook.
“Because we understand the importance of health-conscious options for these shoppers and their interest in new flavors and unique products, as well as their comfort in making impulse purchases, we can more strategically cross-market, meeting their need for quick access, taste, quality and healthfulness,” said White.
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