JACKSONVILLE, Fla. — Fuel may bring most customers to the pump, but it’s what’s inside the store that keeps them coming back. According to new research from Acosta Group’s Convenience Store Shopper Study, nearly all consumers (92%) who visit a convenience store also shop for food or beverages, and 63% stop in at least once a week. The findings underscore how convenience stores are becoming habitual destinations for a widening range of purchases — from snacks and drinks to fresh-prepared meals and healthier options.
The study, conducted with more than 1,000 U.S. c-store shoppers ahead of NACS Show 2025, points to a customer base that values not just convenience, but also curated product selections, compelling promotions and competitive pricing.
“Convenience and assortment are fueling growth,” said Mark Rahiya, Group President of Omnichannel Sales and Services at Acosta Group. “Consumers remain budget-conscious across all channels, consistently seeking the best pricing and value. In the convenience retail space, brands and retailers can drive incremental growth by aligning with what matters most to shoppers — speed, selection, and value.”
Shoppers Redefining Convenience
The attributes driving c-store visits have evolved since Acosta Group’s 2023 study. Shoppers now cite proximity to home, ease of shopping, strong assortments of shelf-stable and cold foods, and value-driven deals as key reasons to visit.
The channel ranks second only to traditional grocery for ready-to-eat hot and cold foods, as well as to-go entrees and sides. In snacks, c-stores trail only grocery and mass retailers. Promotions are also highly influential: 69% of shoppers read pump-side signage, 44% engage with in-store promotions, and nearly one in four use a retailer app.
Who They Are — and What They Buy
Millennials and Gen X remain the largest shopper segments, with men representing a clear majority. Most shoppers (72%) say they make planned trips for specific items — up six points from 2023 — while impulse purchases continue to play a critical role in driving sales.
Top impulse categories include:
- Candy (63%) — the #2 category sales leader
- Salty snacks (62%) — the #1 sales leader
- Baked goods (53%) — the #3 sales leader
Meanwhile, better-for-you products are becoming part of the mix: 61% of c-store shoppers seek items with health benefits at least some of the time. These consumers are seeking lower-fat, higher-protein options, as well as vitamin waters, protein drinks, reduced-sugar treats, and preservative-free snacks. Gen Z, Millennials, and households with children show the strongest demand for these options.
Fresh-Prepared Foods Driving Traffic
Freshly prepared food is becoming a key driver of traffic. The study found that 51% of shoppers purchase hot food items once or more per week, up from 45% in 2023, and 52% say c-store hot foods are “as good or better” than those from QSRs.
When asked what new options they’d like to see, shoppers cited a mix of globally inspired meals and healthier fare, including:
- Carne asada burritos (47%)
- Low-carb wraps with roast chicken (43%)
- Honey chipotle chicken skewers (41%)
- Mexican chilaquiles rojos (37%)
- Thai peanut chicken skewers (36%)
Insights for Retailers
With frequent visits and high engagement, c-store shoppers represent a powerful growth engine for the channel. Acosta Group’s findings highlight several opportunities:
- Expand meal and snack variety with quick, ready-to-eat options across dayparts
- Enhance impulse zones to maximize snack and beverage sales
- Feature promotions clearly at the pump and in-store
- Offer affordable, better-for-you alternatives to meet evolving expectations
- Invest in convenience tech like self-checkout and mobile payments
“Convenience stores are in a strong position to build on the loyalty of their shopper base,” Rahiya added. “Retailers that sharpen their assortments, highlight value and deliver quality fresh-prepared foods will continue to strengthen their connection with consumers.”
The Acosta Group Convenience Store Shopper Study was conducted in July 2025 with 1,097 U.S. shoppers who had visited a c-store within the past six months.
