Great expectations
Insights into the wants, needs, perspectives and habits of today’s convenience customers
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Discover the study results
The C-store IQ National Shopper Study is the only convenience and gas specific study delving into wants, needs, perspectives and habits of consumers in Canada. Led by EIQ Research Solutions, Convenience Store News Canada surveyed more than 2,000 convenience shoppers across the country to capture valuable insights into Canada’s ever-evolving convenience and gas landscape. With comprehensive data by age demographics and geographical locations, C-store IQ provides valuable insights about shoppers across the country to help inform business decisions and drive success of the channel.
Dive in to see what more than 2,000 shoppers had to say about:
Tobacco & vaping Beverage alcohol Prepared foods Loyalty programs And more!
Key trip drivers Shopper experience Shifting behaviours New trends Typical baskets
Key Drivers
Introduction Key Drivers Shopping Experience Shifting Behaviours New Trends Typical Baskets Tobacco + Vaping Beverage Alcohol Prepared Food Loyalty Programs What’s Next
$18.05
Mean trip spend=$17.13
3%
Retailer's mobile app 1%
Mobile payment 6%
Cash 19%
Credit card 32%
Debit card 40%
36%
Payment used
Never
Yearly or less
Every 6 months
Monthly
Weekly
Daily
18%
5%
10%
27%
31%
34%
37%
Both gasoline and in-store
19%
4%
24%
45%
Gasoline only
33%
43%
8%
In-store only
Frequency of convenience store visits: gasoline only vs. in-store only vs. both
Of shoppers shop the same convenience store each time
% Shop same convenience store each time
69%
What ‘convenience’ means to shoppers
Shop at an independently-owned convenience store once/week or more
35%
40%
Shop at a chain convenience store once/week or more
Shop at any type of convenience store once/week or more
47%
Frequency of Shopping Store Type
Close to half of shoppers visit a convenience store to purchase gas, a significant increase over last year.
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Shopping Experience
Introduction
Gift card 2%
The importance of the shop “experience” has shifted, with fundamentals like pricing and in-stock items gaining influence while employee friendliness, trip speed and store organization dropped.
Likelihood to visit different store if items unavailable at current store shopped
Not Very / Not At All Likely
23%
Somewhat Likely
39%
Extremely /Very Likely
38%
Areas where convenience stores must improve to encourage more shopping
Factors that describe a positive shopping experience
Importance of 'experience' when choosing which store to shop at
Slightly /Not important
Moderately Important
Very important /Important
41%
46%
Shifting Behaviours
Aspects that influence decision to shop for in-store products on gasoline trip
Aspects that influence purchase decision when shopping in-store
Hang out, eat & drink at store. Over 15 minutes
6%
Browse a bit 5-15 minutes
32%
Quick in-and-out Less than 5 minutes
71%
75%
Types of trips
10:00 pm or later
17%
14%
7:00 pm-9:59pm
4:00 pm-6:59 pm
2:00 pm-3:59 pm
11:00 am-1:59 pm
22%
25%
9:00 am-10:59 am
15%
6:00 am-8:59 am
Time of day when typically shop at convenience stores
Occasions typically shop at convenience store
7%
To purchase dinner
Travelling for business
9%
While working from home
11%
To purchase lunch
To purchase hot beverage /breakfast
Travelling to/from work or school
Afternoon snack /break
Travelling for pleasure
29%
Special trips from home
30%
Running errands
Late night snacking
To purchase gas
Factors influencing convenience store visit
Late night visits are on the rise, driven by younger shoppers. Males are more likely to shop 7-10 p.m. (37% vs. 24% of females) and 10 p.m. or later (23% vs. 10% of females)
New Trends
Younger—think generation Z and millennials—are more likely to follow on social media versus older shoppers (38% vs. 22%). In addition, females are more likely than males to follow c-stores on social (33% vs. 28%).
Following convenience stores by social media platform
Reason for recent impulse purchase at convenience store
All of the time 4%
Never 7%
Rarely 32%
Some of the time 45%
Most of the time 13%
Frequency of unplanned purchases at convenience stores
Preferred types of new products at c-stores
Store types shopped to discover new products
Typical Baskets
Don’t follow any convenience stores on social media but of the 31% who do, Facebook and Instagram are most popular
Drinks/beverages (general)
16%
Candy/chocolate
Snacks (general)
Chips
New/unique flavours
Ice cream/frozen treats
Slushies
Pop/Soda
Food products purchased at convenience store in past month
Beverage products purchased at convenience store in past month
Non-foods products purchased at convenience store in past month
Channels where shoppers purchase items in typical month
Traditional staples lead the list of food items purchased at convenience stores, with a notable year-over-year increase in candy purchases, however, items with heavy competition from other store types have dropped, as shoppers become more price conscious and diversify shopping habits.
Tobacco + Vaping
Where cessation products purchased
Cigarettes
Vaping devices/e-cigarettes
Smoking cessation products
Where cigarettes purchased
Where vaping/e-cigarette products purchased
C-store 74%
Bodega Grocery store Tobacco shop
Reserve 23%
2%
Other 7%
C-store 44%
Vape shop 66%
Grocery 21%
Drug store 29%
C-store 36%
Other 1%
Club 16%
Mass 20%
% of shoppers regularly using
Influence on recent cigarette purchase
Other
Convenient location
Always purchase same brand
Good price/value
Other stores don't carry
Special promotion
Packaging
13%
In 2024, there’s a notable drop in convenience shoppers who regularly use cigarettes. Younger shoppers are more likely than older shoppers to use vaping devices (18% vs. 10%) and smoking cessation products (8% vs. 3%).
Beverage Alcohol
Other 9%
Cannabis shop Grocery store Online
Not Very / At All Likely
Extremely / Very Likely
Likelihood to Switch Stores if Preferred Brand Out-of-Stock
28%
Interest in Beer/Wine/Cider
26%
Yes, I would like to see beer/wine/cider available
My province allows beer/wine/cider at convenience stores
No, I would not like to see beer/wine/cider available
51%
57%
56%
55%
Ontario
British Columbia
Alberta
Atlantic NET
Convenience (one stop shop)
Close proximity to home
Faster service and less wait time
Better Prices
Better Variety
21%
Why would you like to see beer/wine/cider be available at convenience stores?
49%
A snapshot into a quickly evolving category.
Prepared Food
Prepared food trips are lucrative, over two-thirds of shoppers buying other items in the same visit.
Average # of times prepared foods were purchased at convenience stores in the past month
1.95
Purchased Prepared Food at Convenience Store in Past Month
Purchased prepared food at convenience store in the past month
Reasons Why Did Not Purchase Prepared Food at Convenience Store in Past Month
Concerned about cleanliness and store sanitation/food handling
Didn't look appetizing
Prefer not to purchase food at a convenience store
Didn't plan to purchase prepared food when I went to store
Too expensive
2.77
Wasn't hungry when I was in the store
There weren't healthy food choices
Didn't like selection
Typical Prepared Foods Trip Type
Time of Day When Last Prepared Food Purchase Made at Convenience Store
Combined with other items/ gasoline
68%
Purchased prepared food only
Loyalty Programs
Additional Items Purchased with Prepared Foods
I am not enrolled
Loyalty program participation and satisfaction is unchanged vs. 2023 with 30% of shoppers enrolled and actively using; most active participants report high satisfaction.
Satisfaction with Convenience Store Loyalty Program
I am enrolled and actively use
I am enrolled but do not use
I don't know
If they did I would enroll
Would not enroll even if they did
Yes, convenience store shopped most often has a loyalty program
No, convenience store shopped most often does not have a loyalty program
Awareness and Enrollment in Convenience Store Loyalty Program
Somewhat Satisfied
Extremely / Very Satisfied
Not Very /At All Satisfied
% Ranking Type of Reward as Most Valuable in a Loyalty Program
79%
53%
52%
Cash back rewards
Free/discounted prepared food
Free/discounted beverages
Gas discount
12%
Opportunity to try new products first
1%
Sweepstakes- large chance/ small prize
Sweepstakes- small chance/ large prize
Local charitable donation
Ranked in Top 3
Ranked 1st
What's Next
The C-store IQ National Shopper Study debuted in January 2020—just before the pandemic upended everything—as the first convenience and gas specific study delving into the wants, needs, perspectives and habits of consumers in Canada. Now this annual report is an important benchmark, tracking the evolving behaviours of convenience shoppers across Canada the country at a time when so much is changing. In 2024, shoppers are putting a premium on price, as economic pressures shape overall spending, but confidence and engagement with the convenience channel remains high.
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