“C-store shoppers want better-for-you foods that help them achieve their weight management goals, but also taste great, are affordable, and easy to eat on-the-go,” explains a consumer insights researcher at General Mills Convenience and Foodservice.
As convenience stores look to meet the diverse needs of its customers, General Mills Convenience & Foodservice recently conducted a survey to uncover shoppers’ attitudes towards weight management and how it impacts their buying behavior.
Sample/Research Method
Some 1189 convenience store food and beverage shoppers, ages 18-54, participated in a nationwide online survey in December 2014.
Key Findings
- Many wonder if better-for-you and weight management items have a place in c-stores. The answer is YES they do. Shoppers are interested in and looking for “weight friendly” items.
o Over three-fourths (77%) of c-store shoppers are trying to maintain or lose weight.
o 81% of c-store shoppers wish there were more foods available to help them manage their weight.
o 51% of bar buyers would eat healthier if it were more convenient.
- However, when asked what really matters, c-store shoppers reported that factors such as taste, easy to eat foods, and price trump nutritional and weight management benefits.
o 63% of shoppers selected great taste or easy to eat on-the-go as the most important benefit when buying foods or snacks at c-stores.
o 56% of shoppers selected low price.
o 24% of shoppers selected high in protein.
o 22% of shoppers selected simple/natural ingredients.
o 18% of shoppers selected low in sugar.
o 17% of shoppers selected low in calories or fat.
- Bars are a critical product for weight managers, because bars can offer great taste and nutritional benefits.
o Bars rank No. 1 in terms of food purchased at c-stores to help with weight management.
o The top reasons weight managers purchase bars at c-stores include: 1) low calorie, 2) feel good about eating, 3) great taste and 4) prevent me from overeating.
Implications/Advice for Retailers
“C-store shoppers want better-for-you foods that help them achieve their weight management goals, but also taste great, are affordable, and easy to eat on-the-go. Bars are well-positioned to meet these needs,” said Julio Acosta, consumer insights researcher at General Mills Convenience and Foodservice. “There is opportunity beyond bars as well. C-stores can satisfy weight managers by highlighting snacks across the store that contain simple ingredients or deliver on a certain nutritional benefit like protein; and when marketing these items, highlight both taste and “weight friendly” benefits in store signage.”
He added, “while better-for-you items present an opportunity for healthier eating, many consumers go to the c-store to indulge. Retailers should take a balanced approach to their assortments to satisfy a variety of shopper needs.”
For more information about the General Mills Convenience team’s research and consumer insights to drive actionable results in c-stores, please click here.