CHICAGO -- Compared to October 2010 and January 2011, more people reported sourcing meals from convenience stores in April, according to a new survey from Chicago-based research firm Technomic Inc.
This increase has occurred despite the increase in gas prices, which suggests that convenience stores might be positioned to fill the retail and foodservice needs of consumers who have grown reluctant to drive or want to make fewer stops when they are running errands--a recurring theme since the recession first took hold of consumers' pocketbooks.
According to the survey, in October 2010 34% of consumers surveyed said they sourced no meals from a c-store in the week prior. That number dropped to 23% in January 2011, and to 21% in April 2011.
[image-nocss]Likewise, the percentage of heavy c-store foodservice consumers (50% to 100% of meals purchased in the week prior were sourced from c-stores) increased. In October 2010, 7% of consumers fell into this category. That moved up to 12% in January 2011 and 19% in April.
Moderate c-store foodservice customers (26% to 49% of meals purchased in the week prior were sourced from c-stores) also increased in size. The only group of consumers that dropped was light purchasers (1% to 25%), which dropped from 52% to 46% between January and April 2011. It's likely those customers shifted to either the moderate or heavy categories.
Between July 2010 and April 2011, there was a five-percentage-point increase in foodservice beverage purchases and an eight-percentage-point increase in purchases of freshly prepared food at convenience stores. A third (32%) of convenience store customers reported purchasing fountain drinks, coffee and other foodservice beverages this April, while 22% report purchasing freshly prepared foods.
The survey was conducted among 450 (October 2010), 442 (January 2011), and 457 (April 2011) consumers who dined out in the week prior to survey.
Pictured above: Rutter's Farm Stores
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