MINNEAPOLIS -- The salty snacks category is one of the top destinations for convenience-store shoppers. The third-largest food and beverage category has been growing at more than 5% for the last five years, according to Nielsen data, presenting a growth area for retailers. What satisfies these consumers?
To help convenience stores maximize salty snack sales, General Mills Convenience & Foodservice conducted a survey with c-store consumers to better understand shoppers’ perceptions of the salty snacks category so retailers can ensure they have the right product mix.
Convenience-store shoppers segment salty snacks into four big groups. Within these groups, salty snacks satisfy several specific consumer needs.
1. Salty craving is the largest group representing 55% unit share of salty snacks. Salty craving products meet three specific customer needs:
- Old Standbys. Chips, puffs in traditional flavors with broad appeal.
- Spicy Adventure. Crunchy with hot and bold flavors; more adult.
- Change it Up. Crunchy, salty and flavorful, but not spicy.
2. Healthier is the second largest group, representing 29% unit share of salty snacks. Healthier products meet four specific customer needs:
- Natural Satiety. Sensible, healthy real food e.g. trail mix, nuts.
- Pass the Time. Sunflower seeds to relieve boredom.
- Better for You. Guilt-free satisfaction; traditional salty craving alternatives.
- Meaty Goodness. Protein for energy, weight loss; real food.
3. Bold substance is the third largest group, representing 15% unit share of salty snacks. Bold Substance products meet two specific consumer needs:
- Bold Meaty Fix. Protein for energy boost and bold flavor enjoyment.
- Enhanced Experience. Multi-form products for variety and satiety.
4. Sweet craving is the smallest group within the salty snacks category, representing 1% unit share of salty snacks, and meets consumers cravings for sweet and salty and indulgent snacks.
Other key findings:
- Salty snacks are an impulse-driven category and most are eaten in the afternoon, within one hour of purchase.
- 68% of convenience-store food and beverage purchases are unplanned and purchased on impulse once seen in the store.
- 85% of shoppers eat c-store snacks quickly after purchase.
- Afternoon snacking alone is the most common occasion for c-store snacking and 95% of shoppers say they generally eat their snacks alone.
- Emotional needs are still the primary driver for c-store snacking.
- 70% of shoppers cite mood enhancement, such as a treat or reward, as the No. 1 reason why they purchase salty snacks.
- Primary purchase motivators include “something that taste great” and “something that satisfies a craving.”
- Shoppers also eat salty snacks for more functional reasons as well, like staving off hunger and pairing with a beverage.
“Consumers use salty snacks to feel better; as a reward, as a treat to help satisfy cravings or as a way to disconnect from their busy lives. Taste is the first and foremost driver for salty snack purchases, but the ways shoppers satisfy their salty cravings help differentiate the multitude of products available,” said Kelly Kees, consumer insights researcher at General Mills Convenience & Foodservice. “Retailers need to ensure they have a broad assortment of salty products. Spicy snacks, salty/sweet snacks and different product forms like snack mixes fulfill additional consumer needs beyond the initial salty craving, like health, satiety or passing the time.”
A total of 3,000 convenience-store food and beverage shoppers, ages 18 to 54, participated in the nationwide online survey in May 2015.
The General Mills Convenience & Foodservice division serves the convenience-store, foodservice and bakery industries by providing products from brands along with culinary, nutrition education and marketing resources. Its brand portfolio includes Big G Cereals, Yoplait, Nature Valley, Gold Medal, Pillsbury, Annie’s, Chex Mix, Bugles, and Gardetto’s. Based in Minneapolis, the division had fiscal 2015 net sales of $2 billion.
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