A quarter of convenience store shoppers leave home without eating breakfast each day but only 3% buy breakfast at a c-store while three quarters never purchase breakfast on the go in such an outlet, according to new research from Harris International Marketing.
A study of 4,399 shoppers across managed chains, independents and forecourts for HIM’s Convenience Tracking Programme during the last two weeks of September shows convenience operators are missing opportunities when it comes to food to go.
An average of 10% of respondents ate lunch on the move every day and a total of 60% at least once a month.
While just over a quarter purchase a food to go item between one and 10 times a month from a c-store, nearly half never buy lunch from such a store.
Forecourts fare best when it comes to purchasing lunch on the move, with a third buying here between one and 10 times a month.
Of those who purchased a snacking product in a c-store, 62% wanted a snack between meals and 21% were buying for lunch. This explains why soft drinks, confectionery and crisps topped the snacking categories, at 12%, 11% and 8% respectively. Only 4% bought ready-made sandwiches, 2% savoury pastries and 1% prepared salads and hot soups. However, 57% said they would consider buying food from a hot counter if the store were to offer it, with shoppers at local independents most keen on this idea, at 62%, and those at forecourts less enthusiastic, at 55%.
This suggests consumers do not see c-stores as satisfying their food on the go needs, basically because they don’t see the breakfast or lunch items they fancy.
More than half those questioned intended to eat or drink their purchase immediately or within the next hour, with a further 29% consuming within four hours. Nearly one in two were planning to eat it at home, 20% in their car/van, 11% at work and 10% on the street.
Convenience operators are losing potential purchases through poor availability, ranging and merchandising. One in 10 people failed to buy a snacking product, with more than a quarter saying it was because the store did not sell a particular item.
A further quarter said it was out of stock while nearly one in five were unable to find the product they desired.
A study of 4,399 shoppers across managed chains, independents and forecourts for HIM’s Convenience Tracking Programme during the last two weeks of September shows convenience operators are missing opportunities when it comes to food to go.
An average of 10% of respondents ate lunch on the move every day and a total of 60% at least once a month.
While just over a quarter purchase a food to go item between one and 10 times a month from a c-store, nearly half never buy lunch from such a store.
Forecourts fare best when it comes to purchasing lunch on the move, with a third buying here between one and 10 times a month.
Of those who purchased a snacking product in a c-store, 62% wanted a snack between meals and 21% were buying for lunch. This explains why soft drinks, confectionery and crisps topped the snacking categories, at 12%, 11% and 8% respectively. Only 4% bought ready-made sandwiches, 2% savoury pastries and 1% prepared salads and hot soups. However, 57% said they would consider buying food from a hot counter if the store were to offer it, with shoppers at local independents most keen on this idea, at 62%, and those at forecourts less enthusiastic, at 55%.
This suggests consumers do not see c-stores as satisfying their food on the go needs, basically because they don’t see the breakfast or lunch items they fancy.
More than half those questioned intended to eat or drink their purchase immediately or within the next hour, with a further 29% consuming within four hours. Nearly one in two were planning to eat it at home, 20% in their car/van, 11% at work and 10% on the street.
Convenience operators are losing potential purchases through poor availability, ranging and merchandising. One in 10 people failed to buy a snacking product, with more than a quarter saying it was because the store did not sell a particular item.
A further quarter said it was out of stock while nearly one in five were unable to find the product they desired.
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