Table of Contents
Executive Summary
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- The market
- Foodservice at convenience stores have posted strong growth
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- Figure 1: Fan chart of market value for convenience store foodservice sales, at current prices, 2008-18
- Market drivers
- Key players in the market
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- Figure 2: Convenience stores where consumers have shopped at in the last four weeks, July 2009-September 2013
- The consumer
- Customers look for healthy foods, but often give in to indulgent items
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- Figure 3: Attitudes toward convenience stores, January 2014
- Fresh is enticing, but consumers need to see it to believe it
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- Figure 4: Attributes to drive fresh, foodservice purchases, January 2014
- Marketing strategies need to be about the customer’s needs
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- Figure 5: Effectiveness of promotions for future fresh food purchases, January 2014
- What we think
Issues and Insights
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- Perception: Can convenience stores change the way consumers view the channel?
- The issues
- The implications
- Balance: Providing both healthy and indulgent foods at convenience stores
- The issues
- The implications
- Expanding foodservice operations, without compromising convenience
- The issues
- The implications
Trend Application
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- Trend: Transumers
- Trend: Help Me Help Myself
- Mintel futures: East Meets West
Market Size and Forecast
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- Key points
- Market size insight
- Sales and forecast of market
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- Figure 6: Total U.S. sales and forecast of market, at current prices, 2008-18
- Figure 7: Total U.S. sales and forecast of market, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 8: Fan chart of market value for convenience store foodservice sales, at current prices, 2008-18
Market Drivers
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- Key points
- Consumers are still cautious with spending
- Health concerns are top of mind with convenience store consumers
- The ever-changing face of America will also change convenience stores
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- Figure 9: US population by race and Hispanic origin, 2009, 2014, and 2019
- Shifting demographics will create more opportunities at convenience stores
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- Figure 10: US population, by age, 2009, 2014, and 2019
Innovations and Innovators
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- Big box retailers are getting into convenience store game
- Convenience stores are expanding their fresh offerings
- Convenience stores are renovating their locations and offerings to keep up with on-the-go consumers
- Healthier, high-quality, and better-for-you fare at convenience stores
Competitive Context
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- Key points
- Grocery stores
- Quick-service restaurants
- Fast casual restaurants
- Pharmacy chains
Major Convenience Store Brands
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- Figure 11: Convenience stores where consumers have shopped at in the last four weeks, July 2009-September 2013
- 7-Eleven
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- Figure 12: Items purchased, by brand usage, January 2014
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- Figure 13: Frequency of beverage purchases at convenience stores – Frequent purchasers, by brand usage, January 2014
- Circle K
- Speedway
- Wawa
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- Figure 14: Items purchased, by brand usage, January 2014
- Casey’s General Store
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- Figure 15: What consumers order at convenience stores, by brand usage, January 2014
- am/pm
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Marketing Strategies
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- Overview
- Redefining convenience
- Pak-a-Sak: Doing drive-thru right
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- Figure 16: Pak-a-Sak, Doing Drive Thru Right, 2012
- Foodservice expansions through vending machines
- Counting healthy calories at convenience stores
- 7-Eleven’s breakfast sandwich
- Wawa offers healthy items less than 500 calories
- 400 calories keeps growing at Tedeschi Food Shops
- Unique restaurants within convenience stores are a breath of fresh air
- Targeting the Hispanic consumer
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- Figure 17: am/pm, “calacas” ad, 2012
Menu Analysis
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- Food purchases at convenience stores
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- Figure 18: What consumers order at convenience stores, January 2014
- Top foods menued at convenience stores overview
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- Figure 19: Top menu items (food) at convenience stores, by incidence, H2 2013
- Sandwiches at convenience stores
- Hot dogs at convenience stores
- Breakfast sandwiches at convenience stores
- Donuts at convenience stores
- Cheeseburgers at convenience stores
- Pizza at convenience stores
- Beverage purchases at convenience stores
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- Figure 20: Frequency of beverage purchases at convenience stores, January 2014
- Leading beverages menued at convenience stores
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- Figure 21: Top leading menu items (beverages) at convenience stores, by incidence, H2 2013
- Sodas at convenience stores
- Coffee at convenience stores
- Tea at convenience stores
- Energy drinks
- Juice at convenience stores
Consumer Data – Overview
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- Overall usage of convenience stores, specifically among food/beverage visits
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- Figure 22: Reasons for visiting convenience stores, January 2014
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- Figure 23: Items purchased, January 2014
- Healthy demands are prevalent for all consumers
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- Figure 24: Attitudes toward convenience stores, January 2014
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- Figure 25: Important attributes when ordering fresh food/made-to-order items at convenience stores, January 2014
- Consumers want immediate gratification from convenience store incentives
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- Figure 26: Effectiveness of promotions for future fresh food purchases, January 2014
Consumer Data – By Gender
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- Key points
- Men are heavier users of convenience stores, while female visits are infrequent
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- Figure 27: Convenience store shopping frequency, by gender, January 2014
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- Figure 28: Any agreement with attitudes toward convenience stores, by gender, January 2014
- Women seek unique menu items and customized promotions
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- Figure 29: Effectiveness of promotions for future fresh food purchases – Most effectiveness, by gender, January 2014
- Men are brand-conscious, while women seek healthy
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- Figure 30: Reasons for foodservice purchase at convenience stores, by gender, January 2014
- Men often order/desire traditional convenience foods items; salads and frozen yogurt are popular with women
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- Figure 31: What consumers order at convenience stores, by gender, January 2014
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- Figure 32: Frequency of beverage purchases at convenience stores – Frequent purchasers, by gender, January 2014
Consumer Data – By Income
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- Key points
- Price is a key influencer for lower and middle income; quality drives higher income
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- Figure 33: Reasons for foodservice purchase at convenience stores, by household income, January 2014
- Everyone wants fresh, but $100K+ consumers demand it
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- Figure 34: Any agreement with attitudes toward convenience stores, by household income, January 2014
- $100K+ consumers need more convincing to buy restaurant-quality foods
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- Figure 35: Attributes to drive fresh, foodservice purchases, by household income, January 2014
- Coffee can be a point of growth for convenience stores
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- Figure 36: Frequency of beverage purchases at convenience stores – Frequent purchasers, by household income, January 2014
Consumer Data – By Race
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- Key points
- Ethnic consumers are heavier users of convenience stores
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- Figure 37: Convenience store shopping frequency, by race/Hispanic origin, January 2014
- Asians are looking for more from convenience stores
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- Figure 38: Any agreement with attitudes toward convenience stores, by race/Hispanic origin, January 2014
- The price at convenience stores needs to be right for Blacks
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- Figure 39: Effectiveness of promotions for future fresh food purchases – Most effectiveness, by race/Hispanic origin, January 2014
Consumer Data – By Hispanics Origin
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- Key points
- Hispanics utilize all forms of convenience stores
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- Figure 40: Convenience store shopping frequency – Heavy users, by race/Hispanic origin, January 2014
- Lower prices will keep Hispanics coming to convenience stores
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- Figure 41: Reasons for foodservice purchase at convenience stores, by race/Hispanic origin, January 2014
- Beverages are a popular purchase, but health concerns linger with Hispanics
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- Figure 42: Frequency of beverage purchases at convenience stores – Frequent purchasers, by race/Hispanic origin, January 2014
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- Figure 43: Reasons for foodservice purchase at convenience stores, by race/Hispanic origin, January 2014
Consumer Data – By Generation
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- Key points
- Convenience store usage varies by generation
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- Figure 44: Convenience store shopping frequency, by generations, January 2014
- Baby Boomers need convincing to purchase more MTO foods at convenience stores
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- Figure 45: Attributes to drive fresh, foodservice purchases, by generations, January 2014
- Ethnically diverse generations lead to diverse foods purchases at convenience stores
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- Figure 46: What consumers order at convenience stores, by generations, January 2014
- Health means more to younger generations
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- Figure 47: Reasons for foodservice purchase at convenience stores, by generations, January 2014
Consumer Data – By Region
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- Key points
- Midwest consumers are not heavy users of convenience stores; the Northwest has positive opinions of their stores
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- Figure 48: Convenience store shopping frequency – Heavy users, by region, January 2014
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- Figure 49: Any agreement with attitudes toward convenience stores, by region, January 2014
- Organic is important in the West
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- Figure 50: Reasons for foodservice purchase at convenience stores, by region, January 2014
Consumer Data – By Parents
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- Key points
- Parents want to see healthy options at convenience stores
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- Figure 51: Any agreement with attitudes toward convenience stores, by parent/guardian with children and age, January 2014
- Convenience stores serve as a quick stop shop for parents with younger children
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- Figure 52: Innovations/Improvements desired at convenience stores, by parent/guardian with children and age, January 2014
Appendix – Other Useful Consumer Tables
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- Health and lifestyle
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- Figure 53: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
- Childhood and teen obesity – highest in decades
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- Figure 54: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Consumer confidence
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- Figure 55: University of Michigan’s index of consumer sentiment (ICS), 2007-14
- Racial, ethnic population growth
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- Figure 56: US population by race and Hispanic origin, 2009, 2014, and 2019
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- Figure 57: Households with children, by race and Hispanic origin of householder, 2013
- Shifting US demographics
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- Figure 58: US population, by age, 2009, 2014, and 2019
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- Figure 59: US households, by presence of own children, 2003-13
- Major convenience store data
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- Figure 60: Reasons for visiting convenience stores, by brand usage, January 2014
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- Figure 61: Reasons for choosing convenience stores, by brand usage, January 2014
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- Figure 62: Innovations/Improvements desired at convenience stores, by brand usage, January 2014
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- Figure 63: Any agreement with attitudes toward convenience stores, by brand usage, January 2014
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- Figure 64: Reasons for foodservice purchase at convenience stores, by brand usage, January 2014
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- Figure 65: Reasons for foodservice purchase at convenience stores, by brand usage, January 2014
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- Figure 66: Attributes to drive fresh, foodservice purchases, by brand usage, January 2014
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- Figure 67: Effectiveness of promotions for future fresh food purchases – Most effectiveness, by brand usage, January 2014
- Consumer data: By gender
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- Figure 68: Reasons for visiting convenience stores, by gender, January 2014
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- Figure 69: Reasons for choosing convenience stores, by gender, January 2014
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- Figure 70: Innovations/Improvements desired at convenience stores, by gender, January 2014
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- Figure 71: Any agreement with attitudes toward convenience stores, by gender, January 2014
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- Figure 72: Reasons for foodservice purchase at convenience stores, by gender, January 2014
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- Figure 73: Attributes to drive fresh, foodservice purchases, by gender, January 2014
- Consumer data: by income
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- Figure 74: Convenience store shopping frequency, by household income, January 2014
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- Figure 75: Reasons for choosing convenience stores, by household income, January 2014
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- Figure 76: Innovations/Improvements desired at convenience stores, by household income, January 2014
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- Figure 77: What consumers order at convenience stores, by household income, January 2014
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- Figure 78: Reasons for foodservice purchase at convenience stores, by household income, January 2014
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- Figure 79: Effectiveness of promotions for future fresh food purchases – Most effectiveness, by household income, January 2014
- Consumer data: By race
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- Figure 80: Reasons for choosing convenience stores, by race/Hispanic origin, January 2014
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- Figure 81: Innovations/Improvements desired at convenience stores, by race/Hispanic origin, January 2014
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- Figure 82: Reasons for foodservice purchase at convenience stores, by race/Hispanic origin, January 2014
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- Figure 83: Attributes to drive fresh, foodservice purchases, by race/Hispanic origin, January 2014
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- Figure 84: What consumers order at convenience stores, by race/Hispanic origin, January 2014
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- Figure 85: Frequency of beverage purchases at convenience stores – Frequent purchasers, by race/Hispanic origin, January 2014
- Consumer data: By Hispanic origin
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- Figure 86: Reasons for choosing convenience stores, by race/Hispanic origin, January 2014
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- Figure 87: Innovations/Improvements desired at convenience stores, by race/Hispanic origin, January 2014
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- Figure 88: Any agreement with attitudes toward convenience stores, by race/Hispanic origin, January 2014
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- Figure 89: Attributes to drive fresh, foodservice purchases, by race/Hispanic origin, January 2014
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- Figure 90: What consumers order at convenience stores, by race/Hispanic origin, January 2014
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- Figure 91: Effectiveness of promotions for future fresh food purchases – Most effectiveness, by race/Hispanic origin, January 2014
- Consumer data: By generation
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- Figure 92: Reasons for choosing convenience stores, by generations, January 2014
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- Figure 93: Items purchased, by generations, January 2014
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- Figure 94: Innovations/Improvements desired at convenience stores, by generations, January 2014
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- Figure 95: Reasons for foodservice purchase at convenience stores, by generations, January 2014
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- Figure 96: Any agreement with attitudes toward convenience stores, by generations, January 2014
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- Figure 97: Frequency of beverage purchases at convenience stores – Frequent purchasers, by generations, January 2014
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- Figure 98: Effectiveness of promotions for future fresh food purchases – Most effectiveness, by generations, January 2014
- Consumer data: By region
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- Figure 99: Reasons for choosing convenience stores, by region, January 2014
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- Figure 100: Innovations/Improvements desired at convenience stores, by region, January 2014
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- Figure 101: Reasons for foodservice purchase at convenience stores, by region, January 2014
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- Figure 102: Attributes to drive fresh, foodservice purchases, by region, January 2014
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- Figure 103: What consumers order at convenience stores, by region, January 2014
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- Figure 104: Frequency of beverage purchases at convenience stores – Frequent purchasers, by region, January 2014
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- Figure 105: Effectiveness of promotions for future fresh food purchases – Most effectiveness, by region, January 2014
- Consumer data: By parents
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- Figure 106: Convenience store shopping frequency, by parent/guardian with children and age, January 2014
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- Figure 107: Reasons for choosing convenience stores, by parent/guardian with children and age, January 2014
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- Figure 108: Reasons for foodservice purchase at convenience stores, by parent/guardian with children and age, January 2014
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- Figure 109: What consumers order at convenience stores, by parent/guardian with children and age, January 2014
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- Figure 110: Frequency of beverage purchases at convenience stores – Frequent purchasers, by parent/guardian with children and age, January 2014
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- Figure 111: Innovations/Improvements desired at convenience stores, by parent/guardian with children and age, January 2014
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- Figure 112: Reasons for foodservice purchase at convenience stores, by parent/guardian with children and age, January 2014
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- Figure 113: Attributes to drive fresh, foodservice purchases, by parent/guardian with children and age, January 2014
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- Figure 114: Effectiveness of promotions for future fresh food purchases – Most effectiveness, by parent/guardian with children and age, January 2014
Appendix – Trade Associations
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