MINNEAPOLIS -- Breakfast Barons, Vice Squaders, Pit Stoppers and Meals & More--these are the four convenience-store consumer segments that General Mills Convenience & Foodservice has identified, each with its own attitudes, behaviors and needs.
Breakfast Barons
Twenty-two percent of convenience-store shoppers are Breakfast Barons, who seek out c-stores to satisfy their workday breakfast needs. They are more likely to look for baked goods, granola bars and coffee. Their visits are most frequent on weekday mornings. And they are more likely to be employed at high-paying jobs and frequent c-stores in urban business districts.
Retailers can win over Breakfast Barons by exceeding their expectations on their key occasion: weekday breakfast. They should focus on variety and quality of breakfast offerings to delight them, said General Mills.
Vice Squaders
Eighteen percent of convenience-store shoppers are Vice Squaders, who hit up their local c-store for liquor, cigarettes and lottery tickets. Vice Squaders are likely to make late-night visits during the week to a c-store near home. Older and with lower incomes, they are more likely to be found in rural and residential locations. Since these consumers are regularly purchasing cigarettes, they are likely to spend most of their time by the checkout counter.
Retailers can maximize Vice Squaders shoppers with an exhaustive selection of alcohol and tobacco products, and plan to reach them at the counter when waiting for cigarette or lottery purchases, General Mills said.
Pit Stoppers
Thirty-eight percent of convenience-store shoppers are Pit Stoppers--on-the-go shoppers whose quick in-and-out trips center on gas, the restroom and the ATM. They visit most often on weekends in the early afternoon, usually while traveling. They typically visit stores in small towns and residential areas. Pit Stoppers are more likely to purchase cold fountain beverages and gum.
Retailers can draw Pit Stoppers in starting at the pump and capture their interest along their short path from the restroom to the checkout with deals on fountain beverages, gum and video rentals, said General Mills.
Meals & More
Twenty-two percent of convenience-store shoppers fall under the description of Meals & More. They are young shoppers who head into the c-store in search of meals, particularly lunch and dinner. They seek hot and fresh foods, but also like to indulge in candy and salty snacks. Meals & More shoppers frequent urban residential areas closest to where they live, and will often visit c-stores that do not offer gas.
Retailers can encourage Meals & More visits by offering a variety of fresh, hot meal options and substantial snacks over dinner and lunch, as well as basic personal and household items for when they are in a rush, General Mills said.
“These macro consumer segments help convenience retailers get into the mindset of the different types of consumers coming through their door,” said Amy Woulfe, consumer insights associate for General Mills Convenience & Foodservice. “By understanding the nuances of each distinct c-store consumer segment, c-stores can evaluate their product mix, merchandising and promotions in order to win each segment over.”
Nearly 3,200 convenience-store food and beverage shoppers, ages 18 to 64, participated in a nationwide online survey in November 2014. It segmented consumers based on self-reported shopping behaviors including categories purchased, time of day of their visits and location of their most frequented stores.
The General Mills Convenience & Foodservice division serves the convenience, foodservice and bakery industries by providing quality products from time-trusted brands along with culinary, nutrition education and marketing resources to help operators succeed. Its brand portfolio includes Big G Cereals, Yoplait, Nature Valley, Gold Medal, Pillsbury, Chex Mix, Bugles and Gardetto’s. Based in Minneapolis, the division had fiscal 2015 net sales of $2 billion.
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