71% OF SHOPPERS REPORT DISCOVERING NEW PRODUCTS AND BRANDS IN CONVENIENCE STORES, CREATING AN OPPORTUNITY FOR CONSUMER PACKAGED GOODS BRANDS
- 62% visit a convenience store at least once a week
- 91% of Gen Zers say convenience stores provide a good shopping experience
- 49% of Gen Z shoppers have used a delivery service to shop at a convenience store
- 70% of convenience store shoppers are more likely to purchase items they’ve seen promoted on convenience store social media
NEW YORK, November 3, 2022 /PRNewswire/ — Americans love c-stores. More than 7 in 10 (71%) adult consumers aged 18 and older say they discover new products and brands at convenience stores. Nearly four in 10 (38%) report shopping at convenience stores two or more times a week, while overall nearly two-thirds (62%) visit convenience stores at least once a week.
The findings are part of a new nationally representative consumer sentiment survey on convenience store shopping commissioned by NCSolutions (NCS), the leading advertising effectiveness improvement company for the CPG ecosystem.
“This new consumer insights accentuate the tremendous role that convenience stores play in America today. At the convenience store, the moment of purchase presents low risk for the consumer and great opportunity for brands,” said Alan Miles, CEO, NCSolutions. “With mostly single servings, consumers are looking for products on the go. It’s a great place to engage and secure new brand buyers and identify new product viability.”
C-STORES OFFER A GOOD SHOPPING EXPERIENCE AND VALUE
American consumers find that shopping at convenience stores offers many benefits. Seventy-nine percent of shoppers say stores offer a wide variety of products, while 77% say convenience stores provide a good shopping experience. Sixty-three percent consider convenience stores to be good value for their budget.
GEN Z LOVE C-STORE EXPERIENCE AND DELIVERY
CPG brands looking to engage Gen Z can capitalize on this generation’s favorable view of convenience stores. Ninety-one percent of Gen Z say convenience stores provide a good shopping experience.
They are also more likely to use a delivery service for convenience store items, with almost half (49%) saying they have used a service such as 7-NOW, Instacart, DoorDash, Uber and others. That’s 96% higher than all Americans who reported using a delivery service (25%) to shop at a convenience store.
WHAT ENHANCES CONSUMERS IN C-STORES?
Americans frequent convenience stores for a variety of reasons, but location is number one, cited by 65% of American consumers. Fifty-nine percent say convenience stores meet their immediate needs, while 54% like being able to complete transactions quickly and be on the right track.
Nearly a third (30%) say the price brings them to the store, while 28% appreciate the variety of products convenience stores have to offer. In addition, thirty-four percent shop at convenience stores because they are less crowded.
“The convenience channel offers compelling potential for CPG brands to motivate new shoppers to try their products. It’s a particularly attractive channel to reach the Gen Z consumer, who is very loyal to convenience stores,” said Dan Malme, Chief Revenue Officer, NCSolutions. “Attracting Gen Z convenience store enthusiasts allows advertisers to build loyalty and retention, as well as improve the return on ad spend of their campaigns.
TAKE CANDY AND DRINKS ON THE PORT
More than two-thirds (67%) of Americans feed their sweet tooth with convenience store candy purchases, and many rely on convenience stores to quench their thirst. Fifty-seven percent of consumers said they buy on-the-go beverages like coffee, tea or fountain drinks at convenience stores, while 40% buy milk, juice and other basics. Additionally, 32% buy packaged beverages and 23% buy beer.
Beyond beverages, almost a third (30%) buy prepared foods from the store. Thirty-seven percent buy lottery tickets.
GET SOCIAL WITH CONVENIENCE BUYERS
Consumer buying behaviors are also influenced by what they see on social media. Seventy percent of convenience store shoppers said they are more likely to buy products that they see promoted on convenience store social media channels.
To learn more about consumers and how they shop at convenience stores, download our analysis report.
ABOUT THE CONSUMER SENTIMENT SURVEY
The online survey of 2,216 respondents, aged 18 or over, was conducted using October 7-102022. Responses presented in this survey have been weighted by location, education, income, and other demographics to be representative of the general population.
NCSolutions makes advertising more effective. Our unparalleled data resources powered by leading vendors combine with scientific rigor and cutting-edge technology to enable the CPG ecosystem to create and deliver more effective ads. With NCS’ proven approach, brands achieve continuous optimization wherever ads appear with purchase-based audience targeting and sales measurement solutions that have impacted billions in media spend for our customers. NCS is a joint venture of which Nielsen is the majority owner.