Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Fan chart forecast of convenience store sales, at current prices, 2007-17
- Market factors
- The economic two-step
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- Figure 2: Consumer Sentiment Index, January 2007–May 2012
- Poor economy stunts c-store industry store unit growth
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- Figure 3: Number of convenience stores, 2008-12
- Price of fuel
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- Figure 4: U.S. weekly retail gasoline and diesel prices for first week of July, 2008-12
- Young adult population
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- Figure 5: U.S. adult population, by age, 2012
- In-store category performance
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- Figure 6: In-store category sales, by share, 2011
- The consumer
- Frequency of c-store visits
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- Figure 7: Frequency of convenience store visits, April 2012
- Shifts in convenience store usage
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- Figure 8: Shifts in convenience store usage, April 2012
- Items typically bought at convenience stores
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- Figure 9: Items typically bought at convenience stores, April 2012
- Convenience store services
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- Figure 10: Convenience store services, April 2012
- Factors influencing choice of convenience store
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- Figure 11: Factors influencing choice of convenience store, April 2012
- What we think
Issues in the Market
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- How will health trends impact the market?
- How can convenience store operators stimulate brand loyalty?
- How can technology be better utilized to boost in-store sales?
Insights and Opportunities
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- The convenience of drive-thru service
- The convenience of vending
- The convenience of fresh food
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- Figure 12: My Fit Foods store concept, 2012
Trend Application
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- Inspire Trend: Boomerang Generation
- Inspire Trend: Attention Economy
- Inspire 2015 Trends
- Old Gold
Market Size and Forecast
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- Key points
- High price of fuel thwarts industry performance
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- Figure 13: Total U.S. retail sales of convenience stores, at current prices, 2007-17
- Figure 14: Total U.S. retail sales of convenience stores, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 15: Fan chart forecast of convenience store sales, at current prices, 2007-17
Convenience Store Category Performance
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- Key points
- Food and drink sales provide industry growth
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- Figure 16: Share of convenience store sales, by category, 2011
- Spotlight: Foodservice in c-stores
Market Drivers
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- Economic factors weigh heavily on industry performance
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- Figure 17: Real personal disposable income, January 2007–April 2012
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- Figure 18: Median household income in inflation-adjusted dollars, 2000-10
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- Figure 19: Unemployment and underemployment rates, January 2007-May 2012
- Figure 20: Consumer Sentiment Index, January 2007–May 2012
- Poor economy stunts c-store industry store unit growth
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- Figure 21: Number of convenience stores, 2002-12
- Price of fuel
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- Figure 22: U.S. weekly retail gasoline and diesel prices, April 1993-July 2012
- Young age groups are highly engaged c-store users
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- Figure 23: Population, by age, 2007-17
- Hispanic c-store shoppers important to sales
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- Figure 24: Population, by Hispanic origin, 2007-17
Competitive Context
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- Key points
- Channel-blurring creates competitive landscape
- The foodservice factor
- Small store formats add competition
- Dollar store growth challenges convenience stores
Leading Companies
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- Key points
- C-store market highly fragmented
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- Figure 25: Top 20 convenience store companies, by store count, May 2012
- Consolidation and merger activity
- Growth through acquisition and expansion
- 7-Eleven
- Alimentation Couche-Tard
- Casey’s General Stores
- Wawa Inc.
- Susser Holdings Corp.
Marketing Strategies
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- Overview
- TV advertising
- More than just a c-store: focus on foodservice
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- Figure 26: Casey’s General Store TV ad, Pizza Joint, February-May 2012
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- Figure 27: Sheetz TV ad, Tight Squeeze, March 2012
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- Figure 28: Wawa Food Mart’s TV ad, Classic Summer, June 2012
- Product and price promotion
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- Figure 29: Circle K TV ad, Good Morning, January 2012
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- Figure 30: 7-Eleven TV ad, Rites of Flavor, June-July 2012
- Fuel promotions
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- Figure 31: Chu’s Convenience Marts TV ad, Choosing Chu’s, March-April 2012
- Digital Marketing
- Online initiatives
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- Figure 32: Hess Express contest promotion, July 2012
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- Figure 33: Casey’s General Store Website coupon, July 2012
- Figure 34: ampm homepage, July 2012
- Social media
- Mobile technology
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- Figure 35: Pilot Flying J mobile app ad, 2012
- Billboards going digital
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- Figure 36: Stripes Convenience Store digital billboard ad, 2011
Innovations and Innovators
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- Key points
- Brand differentiation
- Unique products
- Restaurant brand partnerships
- Signature private label
- Store image and design
Convenience Store Brand Usage
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- Key points
- Convenience stores used by most adults
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- Figure 37: Convenience store brands visited, October 2010-November 2011
- Convenience store usage decreases with age
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- Figure 38: Convenience store brands visited, by age, October 2010-November 2011
- Regionalized c-store brand preferences
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- Figure 39: Convenience store brands visited, by region, October 2010-November 2011
Convenience Store Usage by Type
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- Key points
- Types of convenience stores visited
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- Figure 40: Types of convenience stores visited, April 2012
- Younger age groups more likely to visit all types of c-stores
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- Figure 41: Types of convenience stores visited, by age, April 2012
- Full-time, self-employed workers more likely to visit road- and transportation-based c-stores
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- Figure 42: Types of convenience stores visited, by employment status, April 2012
- Northeasterners support independent c-stores and transportation-based locations
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- Figure 43: Types of convenience stores visited, by region, April 2012
- Frequency of visits by type of c-store
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- Figure 44: Frequency of convenience store visits, April 2012
Frequency of Convenience Store Visits
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- Key points
- Majority of consumers visit c-stores weekly
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- Figure 45: Frequency of convenience store visits, April 2012
- Men account for larger share of high-frequency users
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- Figure 46: Frequency of convenience store visits, by gender, April 2012
- 25-34 year olds high-frequency c-store users
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- Figure 47: Frequency of convenience store visits, by age, April 2012
- Coffee platform may encourage full-time workers to visit frequently
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- Figure 48: Frequency of convenience store visits, by employment status, April 2012
Shifts in Convenience Store Usage
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- Key points
- Little change in convenience store use
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- Figure 49: Shifts in convenience store usage, April 2012
- 18-24s increase usage of c-stores
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- Figure 50: Shifts in convenience store usage, by age, April 2012
- Part-time workers visiting more often
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- Figure 51: Shifts in convenience store usage, by employment, April 2012
Reasons to Visit Convenience Stores
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- Key points
- Primary reasons for visiting convenience stores
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- Figure 52: Primary reason for convenience store visits, April 2012
- Young consumers visit for food and drink
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- Figure 53: Primary reason for convenience store visits, by age, April 2012
- Items typically bought at convenience stores vary by region
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- Figure 54: Primary reason for convenience store visits, by region, April 2012
Items typically bought at convenience stores
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- Key points
- Items purchased at convenience stores
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- Figure 55: Items typically bought at convenience stores, April 2012
- Men are more likely to buy alcoholic beverages
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- Figure 56: Items typically bought at convenience stores, by gender, April 2012
- Young age groups more likely to buy food and drink, especially alcoholic beverages
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- Figure 57: Items typically bought at convenience stores, by age, April 2012
Convenience Store Spending
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- Key points
- Average spending on convenience store items
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- Figure 58: Average spend on convenience store items, April 2012
- Average spending on gasoline at convenience stores
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- Figure 59: Average spend on convenience store gasoline purchase, April 2012
- Total spend at convenience stores
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- Figure 60: Average spend on any convenience store purchase (including gasoline purchased), April 2012
- 25-34 year olds have highest average spend at c-stores
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- Figure 61: Average spend on any convenience store purchase (including gasoline purchased), by age, April 2012
- C-store spending peaks among upper-middle-income users
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- Figure 62: Average spend on any convenience store purchase (including gasoline purchased), by household income, April 2012
- Larger families spend more at c-stores
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- Figure 63: Average spend on any convenience store purchase (including gasoline purchased), by presence and number of children in household, April 2012
Attitudes and Behaviors of Convenience Store Users
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- Key points
- Health and convenience trade-off
- Positive perceptions
- Factors influencing choice of convenience store
- Health and convenience trade-off
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- Figure 64: Attitudes to the health and convenience trade-off at c-stores, April 2012
- Women are more interested in healthy foods
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- Figure 65: Attitudes to the health and convenience trade-off at c-stores, by gender, April 2012
- Those younger than 35 more likely to trade health for convenience
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- Figure 66: Attitudes to the health and convenience trade-off at c-stores, by age, April 2012
- Larger families more likely to trade health for convenience, but want “healthy” foods
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- Figure 67: Attitudes to the health and convenience trade-off at c-stores, by presence and number of children in household, April 2012
- Perceptions of foodservice and packaged goods
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- Figure 68: Perceptions of improved foodservice and packaged foods at c-stores, April 2012
- Young users agree c-store private label packaged snacks and drinks are good quality
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- Figure 69: Perceptions of improved foodservice and packaged foods at c-stores, by age, April 2012
- Affluent less likely to say private label packaged items are good quality, but do see improvement in coffee platforms
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- Figure 70: Perceptions of improved foodservice and packaged foods at c-stores, by household income, April 2012
- Larger families have favorable perceptions of c-store coffee, fresh food, and private label goods
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- Figure 71: Perceptions of improved foodservice and packaged foods at c-stores, by presence and number of children in household, April 2012
- Factors influencing choice of convenience store
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- Figure 72: Factors influencing choice of convenience store, April 2012
- Women more likely to choose c-stores based on the price of gas
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- Figure 73: Factors influencing choice of convenience store, by gender, April 2012
- Young age groups think c-stores are all the same, yet they are more likely to choose specific brands
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- Figure 74: Factors influencing choice of convenience store, by age, April 2012
Attitudes toward Convenience Store Services
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- Key points
- Use of and interest in convenience store services
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- Figure 75: Use of and interest in select convenience store services, April 2012
- Users of convenience store services
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- Figure 76: Use of select convenience store services, by age, April 2012
- Potential consumers of convenience store services
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- Figure 77: Interest in select convenience store services, by gender, April 2012
- Young adults show greater interest in email and social media marketing
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- Figure 78: Interest in select convenience store services, by age, April 2012
Impact of Hispanic Origin
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- Key points
- Hispanics are more frequent c-store users
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- Figure 79: Frequency of convenience store visits, by Hispanic origin, April 2012
- Hispanics are visiting c-stores more often
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- Figure 80: Shifts in convenience store usage, by Hispanic origin, April 2012
- Hispanics visit c-stores for food and beverages
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- Figure 81: Primary reason for convenience store visits, by Hispanic origin, April 2012
- Besides food/beverage, Hispanics more apt to buy a range of items
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- Figure 82: Items typically bought at convenience stores, by Hispanic origin, April 2012
- Hispanics show greater interest in healthy c-store food options
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- Figure 83: Attitudes to the health and convenience trade-off at c-stores, by Hispanic origin, April 2012
- Hispanics offer positive c-store product perceptions
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- Figure 84: Perceptions of improved foodservice and packaged foods at c-stores, by Hispanic origin, April 2012
- C-store brand and fresh food platforms influence Hispanics
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- Figure 85: Factors influencing choice of convenience store, by Hispanic origin, April 2012
- Debit card rewards more popular among Hispanics
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- Figure 86: Use of select convenience store services, by Hispanic origin, April 2012
- Social media deals provide opportunity to target Hispanics
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- Figure 87: Interest in select convenience store services, by Hispanic origin, April 2012
Custom Groups: Male Age Groups
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- Men aged 18-34 are highly frequent c-store visitors
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- Figure 88: Frequency of convenience store visits, men by age group, April 2012
- Young men visiting more often
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- Figure 89: Shifts in convenience store usage, men by age group, April 2012
- Older men buy fuel and lottery tickets
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- Figure 90: Primary reason for convenience store visits, men by age group, April 2012
- Young men typically buy food and beverages
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- Figure 91: Items typically bought at convenience stores, men by age group, April 2012
- Convenience store spending is higher among men aged <35
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- Figure 92: Average spend on convenience store items, men by age group, April 2012
- Health and convenience trade-off more common among men aged 18-34
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- Figure 93: Attitudes to the health and convenience trade-off at c-stores, men by age group, April 2012
- Young men offer positive perceptions of private label quality
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- Figure 94: Perceptions of improved foodservice and packaged foods at c-stores, men by age group, April 2012
- Fresh food platforms are influential among younger men
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- Figure 95: Factors influencing choice of convenience store, men by age group, April 2012
- Men aged 18-34 more likely to use convenience store services
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- Figure 96: Use of select convenience store services, men by age group, April 2012
Appendix: Trade Associations
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