Consumers ages 35 to 44 are the most frequent c-store breakfast shoppers, but those who head to the roller grill in the morning skew younger. Sixty-five percent of 25- to 34-year-olds are purchasing roller-grill items for breakfast at least once per month—the largest age group. They’re followed by 35- to 44-year-olds at 54% and 18- to 24-year-olds at 53%. The group least likely to visit the roller grill for breakfast are those 55 years and older.

Notably more men are visiting the roller grill for breakfast at least monthly at 55% of c-store shoppers, vs. women at 39%. Southerners are most likely to purchase breakfast at the roller grill at 56% of shoppers. Westerners are the least likely at 39%.

And what are shoppers getting? The majority (43%) are purchasing breakfast sausages, followed by hot dogs, egg rolls, taquitos and sausage-stuffed pancake rollers.

Source: Technomic’s Q4 2017 Convenience Store Consumer MarketBrief