Consumer Attitudes Reveal Opportunity for C-Store Foodservice
Millennials—or what researcher Michelle Barry calls “digital natives”—are generally ambivalent about buying food from a convenience store.
They crave the idea of healthier, fresh-made products with a variety of options: “I would prefer that something be fresh—made by a person,” consumers born after 1980 told Barry’s Centric Brand Anthropology Inc.
But they fear the food-preparation area is a disease-ridden mess: “Something in a (factory) package seems safer.”
Here’s a look at how this younger generation’s attitude toward c-stores and foodservice shakes out, according to Barry’s presentation titled “Digital Natives and C-Stores: Food and Beverage Opportunities,” presented during CSP’s Shopper Insights & Engagement Forum.
Breakfast-Bar Sales Stumble in 2014
52 weeks ending Dec. 28, 2014
|Brand||Dollar sales||PCYA*||Unit sales||PCYA*|
|Kellogg's Rice Krispie Treats||$62,559,512||6.55%||49,783,188||3.27%|
|Kellogg's Nutri Grain Bars||$29,658,700||-4.47%||33,099,000||-5.13%|
|General Mills Golden Graham Treats||$11,334,775||-19.74%||8,289,582||-20.58%|
|General Mills Lucky Charms Treats||$8,728,004||-13.31%||6,233,314||-14.14%|
|General Mills Cinnamon Toast Crunch Treats||$7,787,350||2.16%||5,523,175||0.95%|
|Kellogg's Special K Pastry Crisps||$7,762,894||-3.58%||8,702,642||-4.57%|
|Kellogg's Special K Bar||$7,133,492||-20.14%||8,039,365||-20.16%|
|General Mills Cinnamon Toast Crunch||$4,193,050||-4.99%||4,439,049||-6.74%|
|General Mills Honey Nut Cheerios||$4,041,481||-7.95%||4,343,477||-9.38%|
|General Mills Cocoa Puffs Treats||$2,430,404||-22.74%||1,761,526||-22.47%|
|Bobo's Oat Bars||$885,577||22.64%||261,166||20.19%|
|TOTAL breakfast bars||$162,374,432||-0.26%||142,271,552||-2.77%|
|TOTAL SNACK/GRANOLA BARS||$771,959,552||5.84%||510,341,760||2.85%|