Convenience Store News’ 13th annual consumer study reveals that it is more important than ever for convenience stores to meet the evolving needs of shoppers.
Has the convenience channel kept pace with the changing demands of shoppers more than two
years since the start of the COVID-19 pandemic?
Is the channel well-positioned to emerge victorious
in the post-pandemic retail landscape? Convenience Store News’ 13th annual Realities of the Aisle Study, which surveyed more than 1,500 c-store shoppers
across the United States, answers these questions
and more.
Shopping Frequency by Store Type Today vs. One Year Ago
Trip frequency across all generations is holding steady, as 64% of c-store shoppers overall say they’re visiting about as often as last year, and 18% say they’re visiting more. Other retail channels are gaining ground in the face of rising inflation, however, particularly dollar stores and discount supermarkets.
Compared to other generations, significantly
more Generation Z (33%) and Millennials
(30%) report visiting c-stores more
frequently today than they
did a year ago.
33%
Aspects That Influence a Visit to a Convenience Store
C-store loyalty programs appeal across generations, with 30% of this
year’s study participants listing it as the aspect that most influences their decision
to visit a c-store — up 5 points from 2022. Word of mouth and
gas price apps also have wide appeal.
Contactless shopping, mobile ordering, and social media promotions and messaging have more sway over Gen Z and Millennials
than other generations.
67%
shop at a convenience
store once a week
or more
Importance of “Experience” When Choosing
Which Stores or Retailers to Shop At
When inside the store, it’s not just the product offerings that matter to customers, it’s the overall experience. While half of all c-store shoppers rate “the shopping experience” as important or very important, an even higher 59% of millennials say the same.
The shopping experience is particularly important to Millennials.
3 point increase
Factors That Describe a Positive Shopping Experience
Collectively, today’s convenience store shoppers cite product prices and the products they need
being in-stock as the top factors behind a positive experience — this comes after months of
rising prices and supply chain issues affecting all retail channels.
Loyalty programs are most important to Gen Z, while Millennials place
more importance on the quality of the prepared foods offered.
While running
other errands
57%
Special trips from home
43%
While traveling for pleasure
34%
While traveling to/from work or school
29%
While traveling for business
14%
Price Increases at Convenience Stores vs. Year Ago
More than half of c-store shoppers (57%) report making a combination in-store and fuel trip
at least once per week. That compares to 67% who make an in-store-only visit at least weekly,
and 64% who make a fuel-only visit at least once a week.
Gasoline Only
In-Store Only
Both
The top three factors
that shoppers say have influenced them to buy
in-store items during a recent trip to a convenience store to purchase fuel are:
1. Frequent buyer/
loyalty programs
2. Mobile app
promotions/deals
3. Promotional signage
Alternative Action Taken When Product Is Too Expensive
When they deem a product too expensive, shoppers are split between leaving without making
a purchase (36%), purchasing a different product type instead (35%), or purchasing the
product anyway because they need it (33%).
shoppers are noticing more price increases,
especially Generation X and Baby Boomers.
7 in 10
Frequency of Out-of-Stock Product Experiences
at Convenience Stores vs. Year Ago
Despite the rampant supply chain issues, 60% of shoppers feel that the frequency at which they encounter out-of-stock products at convenience stores has not changed vs. a year ago.
More than a third of
shoppers, however,
report seeing more
c-store product
outages today.
Alternative Action Taken When Product Is
Out of Stock at a Convenience Store
When faced with a product outage, 34% say they go to a different store and 32% say they leave without making a purchase — underscoring the importance of c-store operators working closely with
their supplier and distributor partners to avoid out-of-stocks as much as possible.
PRODUCED BY
Convenience Store News’ 14th annual consumer study reveals that millennials and Generation Z are increasingly shaping the convenience store proposition.
In the
Driver’s
Seat
In the
Driver’s
Seat
Millennials, born between approximately 1981 and 1996, now make up the largest generational group in the United States, while Generation Z,
born between approximately 1997 and 2013, is only slightly smaller
than the aging baby boomers. Data from Convenience Store News’
14th annual Realities of the Aisle Study, which surveyed 1,500 c-store
shoppers across the nation, shows that millennials and Gen Z are
significantly more likely than other generations to report visiting
c-stores more frequently today than they did one year ago,
which means keeping track of what they want to buy and
how they want to buy it is critical for long-term success.