“To drive traffic and leverage snack occasions throughout the day, c-stores must offer both healthier and more indulgent snacks with messaging around better-for-you snacking in the morning and towards satisfying cravings or treats later in the day,” says General Mills spokesperson.
Snacking is a very important occasion for convenience store retailers, but different types of snacks appeal to consumers at different times of day. 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 snacking and how it impacts their buying behavior.
Sample/Research Method
Some 1,218 convenience store food and beverage shoppers, ages 18-64, participated in a nationwide online survey in November 2014.
Key Findings
- Snacking is driven by both functional and emotional needs, but cravings top the list as the No. 1 motivator overall.
- 25% of snacking occasions are motivated by cravings.
- 18% are motivated by hunger.
- 11% are motivated by the desire for a treat.
- 9% are motivated by routine.
- 8% are motivated by the need for a pick-me-up.
- However, snacking motivations vary by daypart. Snacking starts healthier and then turns indulgent in the afternoon and evening.
- 19% of c-store snacking occurs between 9-11 a.m. and the primary motivator is hunger.
- 37% of c-store snacking occurs between 12-3 p.m. and the primary motivator is hunger.
- 20% of c-store snacking occurs between 4-7 p.m. and the primary motivator is the desire for a treat.
- 15% of c-store snacking occurs between 8-11 p.m. and the primary motivator is cravings.
- C-store snacks are likely to be spontaneous, eaten right away and consumed with a beverage.
- 6 out of 10 c-store snack occasions are spontaneous.
- 6 out of 10 c-store snacks are for immediate consumption.
- 7 out of 10 are paired with a beverage.
Implications/Advice for Retailers
“To drive traffic and leverage snack occasions throughout the day, c-stores must offer both healthier and more indulgent snacks with messaging around better-for-you snacking in the morning and towards satisfying cravings or treats later in the day,” said Lindsey Shepherd, consumer insights researcher at General Mills Convenience and Foodservice. “There is also an opportunity to drive more snack dollars by leveraging the strength of beverages, a huge traffic driver for c-stores today. Retailers should create smart promotions pairing beverages with popular snack items to increase the overall ring.”