5 Reasons Consumers Purchase Breakfast at C-Stores

These needs are driving convenience-store consumers during the morning day-part

Kraft Rethink Breakfast

ELMHURST, Ill. – Today, 33% of consumers frequently eat breakfast away from home. Convenience-store retailers, more than those in any other channel, know that when it comes to eating in the morning, many consumers do not have time for a traditional sit-down breakfast.

Consumers' lives are increasingly hectic; however, they’re looking for more than a cup of coffee for breakfast. Forty-seven percent seek hot breakfast items, and they are opting for smaller, healthier meals and snacks that are quick and easy to eat on the go.

ReThink Breakfast II, an updated study by The Kellogg Co., examines the new wave of morning routines to help retailers identify the different types of morning-meal consumers who get their breakfast from convenience stores, what their needs are and how they are fulfilling them.

The top five reasons people purchase breakfast:

  1. They need a quick bite or option.
  2. Something to hold them over.
  3. Something while shopping.
  4. Morning energy or fuel.
  5. Traveling to work or school.
  • Convenience-store retailers can gain insights specific to their operation during a webinar on June 9. Speakers include Carrie Gerencher, registered dietitian, Lehigh University; Joe Kornafel, executive chef, Sodexo; Kristen Hamby, category manager for grocery and snacks, McLane; Frank Mellman, senior insights manager, Kellogg; and Peter Romeo, vice president of content, Winsight Media.

“At Kellogg, we strive to understand consumers’ wants and needs to help create products and programs that delight both consumers and c-store retailers,” said Frank Mellman, senior insights manager for The Kellogg Co. “ReThink Breakfast II provides retailers with insights and recommendations that will enable them to adapt to consumers’ changing preferences, maximizing sales opportunity for each type of breakfast consumer.”

Battle Creek, Mich.-based Kellogg’s brands include Kellogg’s, Keebler, Special K, Pringles, Kellogg’s Frosted Flakes, Pop-Tarts, Kellogg’s Corn Flakes, Rice Krispies, Cheez-It, Eggo, Morningstar Farms, Gardenburger, Famous Amos, Mini-Wheats and more. With 2015 sales of $13.5 billion and more than 1,600 foods, Kellogg is the world’s leading cereal company; second largest producer of cookies, crackers and savory snacks; and a leading North American frozen-foods company. Its specialty channel division serving convenience stores and quick-service restaurants (QSRs) is based in Elmhurst, Ill.