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JACKSONVILLE, Fla. — According to a recent Acosta Group study, convenience store operators are winning over busy customers with upgraded freshly prepared food offerings. The study, released ahead of the upcoming NACS Show 2024 in Las Vegas, shows that convenience stores are capitalizing on the growing trend of shoppers seeking healthier, on-the-go meal options.
Acosta's Freshly Prepared Foods Shopper Insights Study found that 27% of convenience store shoppers apurchase freshly prepared items more frequently than they did a year ago.
“Consumers are increasingly turning to c-stores for freshly prepared foods to replace or supplement meals,” said Kathy Risch, senior vice president of Thought Leadership and Shopper Insights at Acosta Group. Around 23% of these purchases happen in c-stores, highlighting a significant growth opportunity for the industry.
"It's absolutely a race for foot traffic for c-stores, amidst a multitude of competitors," said D.J. White, senior vice president for corporate distribution at CORE Foodservice, an Acosta Group agency. "Savvy operators understand that it's crucial to drive preference for their stores as consumers are looking for elevated, freshly prepared foods on their way to work, taking their kids to soccer practice and attending other outdoor activities."
Today’s fresh-prepared c-store shoppers are primarily younger, with a median age of 41, and skew more male. They often lead busy lifestyles, with 62% having children at home, and many are Gen Z or Millennials who prefer the convenience of loyalty programs and app-based ordering.
Convenience is key: 39% of shoppers eat their fresh-prepared items away from home, often during outdoor activities or at work. These shoppers also prioritize health, with 38% opting for higher-quality, freshly prepared items to support healthier eating habits.
Snacking plays a major role, with 67% of shoppers snacking daily and 40% using fresh-prepared meals as quick snacks. Shoppers are also increasingly seeking healthier snack options, with 49% expressing interest in natural and organic products.
Through its proprietary research, Acosta Group has identified three main reasons that c-store shoppers are buying more fresh-prepared food items than they did last year:
- 48% say it's because the costs of other food and groceries items have changed.
- 44% say it's because more freshly prepared items are available at c-stores.
- 43% say it's because they don't have as much time available to cook.
C-stores that understand why consumers are looking for new options and continue to expand their freshly prepared offerings have an exciting opportunity to continue to grow their sales.
"Because we understand the importance of health-conscious options for these shoppers and their interest in new flavors and unique products, as well as their comfort in making impulse purchases, we can more strategically cross-market, meeting their need for quick access, taste, quality, and healthfulness," White said.
Shopper research for this study was conducted in April 2024 with 977 U.S. shoppers that purchase freshly prepared food items in c-stores. The Acosta Group Shopper Community is comprised of over 40,000 demographically diverse shoppers across the U.S. and is the company's proprietary community for survey engagement.
Visit Acosta Group, featuring Acosta and CORE Foodservice, at Booth N1862 and CROSSMARK at Booth N2045 at NACS Show.
