Weight Management Items Have a Place in Convenience Stores

General Mills Convenience & Foodservice survey reveals consumer attitudes about weight management and the impact on buying behavior.

February 13, 2015

MINNEAPOLIS, Minn. – As convenience stores look to meet the diverse needs of its customers, General Mills Convenience & Foodservice recently conducted a survey to uncover shoppers’ attitudes toward weight management and how it influences their buying behavior.

The survey, conducted in December 2014 of about 1,200 convenience store shoppers age 18 to 54, revealed that more than three-fourths (77%) of respondents are trying to maintain or lose weight, and that a majority (81%) wish c-stores carried more foods that would help them manage their weight.

However, when asked what really matters, respondents said that factors such as taste, easy to eat foods and price trump nutritional and weight management benefits.

“C-store shoppers want better-for­you foods that help them achieve their weight management goals, but also taste great, are affordable, and easy to eat on-the-go. Bars are well-positioned to meet these needs,” said Julio Acosta, consumer insights researcher at General Mills Convenience & Foodservice. “There is opportunity beyond bars as well. C-stores can satisfy weight managers by highlighting snacks across the store that contain simple ingredients or deliver on a certain nutritional benefit like protein; and when marketing these items, highlight both taste and ‘weight friendly’ benefits in store signage.”

Acosta adds that while better-for-you items present an opportunity for healthier eating, many c-store shoppers are also searching for a quick indulgence item. “Retailers should take a balanced approach to their assortments to satisfy a variety of shopper needs,” he said.

When shopping for snacks at c-stores, 24% said they chose items high in protein, while 22% said they chose snacks with simple/natural ingredients.

General Mills also found that bars are a critical product for weight management because they can offer great taste and nutritional benefits. In fact, bars were ranked the top food item purchased at c-stores to help with weight management.

More information about the General Mills Convenience team’s research and consumer insights to drive actionable results in c-stores is available online.

Advertisement
Advertisement
Advertisement