3 Ways C-stores Can Drive Dessert Sales

CHICAGO -- Dessert remains a popular post-meal finale, but the number of consumers indulging at least once a week across all channels is down 8% from 2015, according to Technomic’s new 2017 Dessert Consumer Trend Report, powered by Ignite. Through a survey of 1,500 patrons, the study offers a look at consumers’ attitudes toward dessert trends that are making their way to convenience stores. Given the decreased activity, it’s crucial for retailers to know what their patrons are looking for in sweet treats.

Here’s three ways c-stores can drive dessert sales based on the findings …

With a 4% increase from 2015, 25% of consumers today define dessert as sweet beverages that can be consumed any time, and this mindset illustrates patrons’ preferences for milkshakes and smoothies as snacks or meal replacements. Convenience and portability are vital since many young consumers are likely to order dessert to go. Thus, arranging dessert beverages as all-day options may increase off-peak visits, thereby increasing profits and consumer engagement.

In May, Whitehouse Station, N.J.-based QuickChek introduced a line of Frozen Yogurt Shakes. Some of the dozen and more flavors include Banana Cream Pie, Chocolate Monkey, Mayan Mocha Freeze and Spiced Chocolate Banana. The chain also posted each flavor’s nutritional information on its website, further driving its dessert promotion.

More than half of young consumers (54%) prefer the desserts they ate as children, according to the report. They’re also more adventurous eaters than older consumers and are likely to be interested in desserts with alcohol ingredients and salty, savory or spicy flavors. Since classic desserts highly appeal to these adventurous consumers, retailers can further engage nostalgia-craving patrons with unique flavor combinations, such as whiskey ice-cream floats or spicy fudgesicles, for instance. Candy ingredients may also lead to evocative experiences, as younger consumers are more interested in Oreo, M&M’s and Kit Kats compared to their elders.

This past year, Altoona, Pa.-based Sheetz launched Cinnabon desserts in three flavors: CinnaPopperz mini bites, Milkshake and White Hot Chocolate. The chain also took the flavors of a classic s’mores dessert and created a S’Morez Mocha drink.

As today’s rulers of social media, millennial and Gen Z consumers thrive in generating buzz and sharing noteworthy experiences via Facebook, Instagram, Twitter and other various outlets. Per Technomic’s report, 34% of millennials say that brightly colored “unicorn” desserts are appealing. Over-the-top treats can create wow-worthy experiences and are deemed “Instagramable” by younger consumers.

7-Eleven released its Caramel Bar Made With Twix Donut limited-time offer (LTO) in May. The doughnut, similar to a long john, was topped with caramel icing, chocolate and chopped Twix pieces. Additionally, Valparaiso, Ind.-based Family Express rolled out its Unicorn Donut earlier this year, which was coated in pink and blue frosting and topped with purple sprinkles. The chain also launched a Peanut Butter Reeses’ Pieces Muffin to further drive interest in dessert.