There was a time when convenience stores roadside food offerings were gut-busting at best --and probably should have come with a cardiologist referral -- but C-stores today are providing fresh fare and healthy alternatives that are good for both the customer and in-store sales.
Of course, this does not mean your favorite C-store is going to stop offering tasty taquitos or mouth-watering pizza for a quick slice on the go, but C-Store Drive says that stores realize that customers are seeking balance in their diets so providing better-for-you foods along with more indulgent items can boost their revenue.
“While C-store operators recognize that the majority of their shoppers are drawn to more indulgent food offerings, they also know it’s important to mix in healthier options such as grab-and-go salads, fruit, and the like,” wrote Christine Blank in the C-Store June 5, 2023, story.
These in-store sales are crucial for the survival of businesses with the National Association of Convenience Stores (NACS) estimating that 44 percent of customers go inside stores when they visit and one in three end up making a purchase.
Customers Started Relying on C-Stores During Pandemic for Expanded Food Choices
While the American diet was making incremental improvements over the last two decades prior to the pandemic, shoppers were not necessarily seeking out C-stores for their favorite fruits and veggies.
That all changed with COVID-19 shutting down and limiting some food choices, and many C-stores stepped in to fill the void.
“During the pandemic, convenience stores were considered essential businesses. People came to rely on their local C-stores for basic household, fridge, and pantry staples. Locations that did best responded to this need by expanding their food offerings to include more groceries, ready-to-go meals, and healthier options,” says City Facilities.
For 2023, experts expect convenience food offerings to trend healthier with stores offering higher quality menu items at smaller portions.
“Adding or expanding the range of healthy and fresh foods available can eliminate the need for customers to visit multiple locations to meet all of their everyday needs,” says City Facilities. “This ensured they could meet the needs of all local shoppers as an accessible one-stop-shop for any snack or meal, or even the week’s groceries.”
Customers are Going Bananas for Healthier Items
While C-Store Drive reports that healthier alternatives are not “a runaway growth category”, there are food-for-you items that customers are going bananas for … like bananas!
“Bananas realized some of the biggest gains, as sales climbed 6% to just under $58 million, but melons outpaced bananas, reaching $58.1 million in sales for the year,” reported Blank.
The NACS reported in March that a YouGov survey of millennials found that:
- 80 percent say quality is key to their food purchasing decisions.
- 52 percent say they’ll pay more for ready-made meals that are high quality and healthy.
- 65 percent believe transparency in food sourcing is important.
- 65 percent prefer buying brands and products that use responsible sourcing practices.
Overall Produce Sales Grew to $344 Million Over the Past Year
C-Store Drive reported that Circana OmniMarket Integrated Fresh Data showed that overall produce sales grew by 0.8 percent – on a volume jump of 3.8 percent -- to nearly $344 million for the year ending May 21.
Besides the bananas binge, the researchers found that:
- Fresh fruit sales in c-stores rose by 2 percent with volume tripling that to 6 percent.
- Vegetable sales dropped in both sales (10.3 percent) and volume (10.8 percent).
- Some of the top-selling items were packaged and made-to-order salads, packaged fruit, and individual fruit items.
“We know our customers want healthy, easy-to-grab options,” Bryan Street, deli category manager at Love’s Travel Stops & Country Stores, told Blank. “We are seeing great customer reaction to our Fresh Cups and salads, and even our fresh indulgent items like pudding and parfait cups, [are] helping us increase basket and bundling opportunities.”
Healthier Options at C-Stores and the Customers Seeking Them
Among the healthier options that can be found at C-stores, or are coming soon to a C-store location near you, include:
- Love’s plans to expand its Fresh Cups program, which already includes vegetables, cantaloupe, strawberries, grapes, pineapples, blueberry parfaits, and other options, this year.
- Tri Star Energy’s newest Twice Daily and White Bison Coffee stores in Alabama feature organic brands, and a selection of staple groceries including healthy options such as fruits and salads.
- Roam`n Stop is opening three locations in the Las Vegas area, offering a large selection of healthy food options.
Gen Z is looking for healthier choices at C-stores including non-alcoholic beverages and mocktails.
“According to Nielsen’s “Coming of Age: Gen Z” study, Gen Z consumers are significantly reducing their alcohol consumption, with 66 percent of them stating that they are actively trying to drink less alcohol. This trend is driven by health-conscious choices and the desire for unique and flavorful alternatives,” reports Boylan Bottling Co. in CSP Daily News.
The same story said that research conducted by Mintel reveals that 76 percent of Gen Z consumers believe that maintaining a healthy diet is important.
“They actively seek out healthier beverage options that align with their health goals,” said the article. “With data-backed insights, retailers can confidently meet Gen Z's desires and establish themselves as trusted destinations.”
Other C-Store Considerations When Offering Healthy Alternatives
There are other considerations when C-stores offer healthier items, starting with where to physically offer them.
“While most retailers have realized success by grouping fresh fruit, salad, and vegetable items, one industry consultant suggests a different approach,” reported Blank.
Jessica Williams, CEO of Food Forward Thinking explained to C-Store Drive: “Cross-merchandising is key to success with selling fresh fruit and vegetables. When cross-merchandised alongside sandwiches, chips, candy bars, cakes, and bottled beverages, fresh and healthy items can be seen by customers as a way to balance out their more indulgent choices.”
Other considerations in this move towards healthier fare:
- NACS and the Partnership for a Healthier America say c-stores should make it easier to pick up fresh snacks with prepared foods, suggesting better-for-you product displays next to pick-up counters or the register area.
- In “7 Tips to Grow Sales of Better-For-You Options” the NACS also said c-stores should increase healthy food options and increase food service variety, offering lower-calorie choices for food service items available.
- C-stores should highlight freshness in healthier food options and should work with local vendors to offer seasonal fresh fruit and other good-for-you produce.
- C-store employees need to be trained to respond to the limited shelf life of produce and help keep shelves stocked to meet demand.
- C-store signage should be kept updated to notify customers of health food alternatives available and seasonal specials.
