MINNEAPOLIS – As one of the top destinations for convenience store shoppers, the salty snacks category is very important to retailers. The third largest food & beverage category has been growing at more than 5% for the last five years—presenting a growth area for retailers that makes the most of their salty snack portfolio. In order to help convenience stores maximize salty snack sales, General Mills Convenience and Foodservice conducted a survey with convenience store consumers to better understand shoppers’ perceptions of the category so retailers can ensure they have the right product mix.

The survey found that salty snacks are an impulse driven category (68% of purchases are unplanned) and the mass majority of salty snacks are eaten in the afternoon, within one hour of purchase (85% of shoppers eat c-store snacks quickly after purchase). Emotional needs are still the primary driver for c-store snacking. Seventy percent of shoppers cite mood enhancement, such as a treat or reward, as the No. 1 reason why they purchase salty snacks.

“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 and Foodservice, in a press release. “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.”

The c-store shoppers segment salty snacks into four big groups. “Salty craving” is the largest group representing 55% unit share of salty snacks. Salty craving products meet three specific customer needs:

• Old standbys: Chips and 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

“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 or 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

“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: Multiform products for variety and satiety

“Sweet craving” is the smallest group within the salty snacks category, representing 1% unit share of salty snacks, and meets consumer cravings for sweet-and-salty and indulgent snacks.