Most on-the-go shoppers looking for a quick snack already know what snack brand they want before setting foot in a convenience store. Since their c-store trips average only 3-minutes1,shoppers want those favorites to be easily accessible. When shoppers have a specific craving, generic alternatives simply don't satisfy. By prioritizing space on shelves with the items shoppers really want2 you can attract a wider, more loyal customer base amid clustered competitors.
Shoppers Have Eyes On Their Favorites
Over 60% of shoppers are willing to go out of their way to buy their favorite snack brands2. And, if a c-store doesn’t carry their favorites, shoppers aren’t willing to settle for a generic replacement3.
The Snacks They’re Looking For:
Salty Snacks Are Still #1
Given its near 17% increase in sales from last year4, salty snacks are a favorite choice for c-store shoppers. Since crave-worthy flavors and brands are most important to them5, they’re reaching for options like potato crisps and cheese snacks6. More specifically, people want Kellogg’s® brands like Cheez-It®, the #1 cracker brand7 and Pringles®, with its expansive variety of flavors in a resealable, portable can.
Variety Also Matters
Even though salty snacks are #1, today’s consumer wants c-stores to offer a mix of options – from better-for-you snacks to more indulgent treats8.
When people look for better-for-you options when they want something that doesn’t compromise on taste (and easily fits into their routines)5. Kellogg’s® RXBAR®, with its original mix of nuts, dates and No B.S., is perfect for anytime snacking, while RXBAR® A.M. provides that perfect morning crunch, providing shoppers with a variety of tastes and textures.
But consumers also say a top element that makes up their ‘perfect’ snack is ‘sweetness’9, and they’re looking for sweet, indulgent treats for many reasons – whether it’s a mood-boost during a slow day or as a reward… and who are we kidding? You don’t really need a reason to treat yourself. Kellogg’s® Pop-Tarts®, the #1 brand in repeat purchases10, is a clear favorite with options like Pop Tart® Bites. Rice Krispies Treats®, the #1 bar10, continue to satisfy a shopper’s sweet tooth with options like Rice Krispies Treats® Dunk'd. Just as importantly - shoppers say generic imitations of Kellogg’s® Pop-Tarts® and Rice Krispies Treats® simply don’t cut it.
Stocking Consumer Favorites Stop Them From Going Elsewhere
By prioritizing shopper’s favorite brands, c-store retailers are more likely to win a shopper’s business over their competitors. They will come to your store because they know and trust that you can satisfy their cravings. The average consumer will shop at a c-store at least once-a-week11, so the potential incremental sales add up significantly.
And, since c-stores are often clustered together, being known for having your shoppers’ favorite snack brands can be the point-of-difference that builds your customer base and separates you from your competition. Consistently stocking their favorite snack brand can be the difference between shopping at your store, versus the one across the street.
Knowing your shoppers' purchasing habits can go a long way to driving traffic. By stocking the top Kellogg’s® snack brands your shoppers know and love, like Pringles®, Cheez-It®, and RXBAR®, you can bet they’ll be coming back time and time again.
Come check out the latest offerings at Booth #10760 at the Sweets and Snacks Expo. Mention codeword: SHIRT and receive a free t-shirt (while supplies last)! If you can’t join us in person, visit KelloggsAwayFromHome.com or contact your Kellogg’s® Sales Representative for more information.
Sources:
- Video Mining, Shopper confidence chasing away C-store “blues”, Sept 2021
- CRC Kellogg K-12, Healthcare Retail, and C-Store Operator Path to Purchase, Dec 2022 - Jan 2023
- Mondelez, 2022 Global Consumer Snacking Trends Study
- C Store Decisions, Snack Sales Outlook, 2023
- Snacking: Emerging, Evolving and Disrupted (October 2020) | © 2020 The Hartman Group, Inc.
- Statista, Salty snacks sales in U.S. convenience store (c-stores) in 2021, by type
- Fanpagelist.com
- Nielsen C-Store 52 Weeks ending 7/16/22
- Mintel Convenience Store Foodservice 2023
- Frito-Lay, US Trend Index, 2022
- Nielsen Connect, Total US Conv, YTD w/e 9/17/22
- CSP, Americans are in love with c-stores’: survey, 2022
This post is sponsored by W.K. Kelloggs Co.