Snacking continues to be a key driver of c-store traffic throughout the day. A Technomic study shows that just over half of consumers purchase foodservice snacks from c-stores at least once a week; that rises to nearly 7 in 10 for consumers ages 18 to 34.
“Our recent research finds consumers are getting busier, so snacking is top of mind as they look to satisfy hunger quickly,” Crecca said. She adds that about a third said they’re purchasing snacks at c-stores more often now because value has improved, and mid-afternoon is prime time for snack purchases.
While packaged snacks and roller-grill items often top the list of foodservice snacks in c-stores, Paul Stippich, director of marketing for San Leandro, Calif.-based Otis Spunkmeyer, suggests retailers consider the advantage of fresh-baked snacks.
“Craveability and portability and that fresh-baked aroma” attract c-store shoppers, he said. Otis Spunkmeyer data shows 50% or more of consumers identify freshness at a No. 1 decision driver.
Citing Technomic data, Stippich said muffins are a top item in the mornings, and cookie consumption peaks at midday. While chocolate-chip cookies and blueberry muffins are the category leaders, he said some flavor innovation is coming in 2023. “It’s a balance of unique flavors and generating repeat purchases. We’ll be looking at flavors that are the perfect balance of that combination,” he said.
Across the dayparts, c-stores are expected to outpace fast-food chains in the next year, and specifically at breakfast and lunch, c-stores are winning, according to Technomic.
“Given recent menu price increases at fast-food restaurants, c-stores are seen as a less-expensive option,” Crecca said. She notes that about half of consumers rate c-stores being just as capable as restaurants in offering fresh, quality food and beverages.
“From a nominal sales growth perspective, c-stores are expected to outperform fast food in 2022 and again in 2023,” Crecca said.
That insight confirms what Hoffer of Weigel’s notes, that c-stores beat fast- food outlets by offering faster, better customer service and a broader range of products.