Convenience Store News

Consumer Insights Guide 2017

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62 Guide to Consumer Insights | FEBRUARY 2017 | WWW.CSNEWS.COM Packaged Beverages J ust how important are beverages overall to convenience store retailers? According to this year's Realities of the Aisle study findings, when netted all together, purchasing beverages — including packaged beverages and dispensed offerings — is the top reason consumers shop at a c-store. At 98 percent, the figure even surpasses fuel. Delving deeper into packaged beverages, a majority of the overall consumers surveyed by CSNews (75.5 percent) said they bought a non-alcoholic drink from the cold vault in the past month. The highest occur- rence was among millennial consumers, aged 25 to 34, at 83.1 percent. The number drops as you reach con- sumers aged 55 and older, at 62.5 percent. Among all respondents who purchased a packaged beverage item at a convenience store in the past month — including carbonated soft drinks, bottled water, energy drinks and juice — slightly more than a third FREQUENT VS. INFREQUENT SHOPPERS (Per Month) FREQUENT INFREQUENT C-STORE SHOPPER C-STORE SHOPPER % who purchase packaged beverages 82.7% 62.5% # of times 4.80 2.26 Avg. $ spent $12.82 $10.72 Frequent defined as daily or weekly shopper. Source: Convenience Store News Market Research, 2017 spent less than $5. A combined 76 percent spent up to $14.99. A quarter of shoppers added a packaged bev- erage to their basket twice in the past month, the most frequent rate of purchase, followed by 20.7 percent purchasing once during the month. And while the beverage business is a foremost driver to get consumers in the door of convenience stores, a relatively low 3.8 percent of c-store shoppers buy their packaged beverages exclusively at a conve- nience store in the average month. Beverage purchas- ers in the Northeast are a little more loyal to c-stores, at 6 percent. When shopping for packaged beverages out- side the convenience channel, consumers choose supermarkets (69.5 percent) and supercenters like Walmart (66.4 percent). Supermarkets increasingly become the packaged-beverage outlet of choice as income rises. — Melissa Kress BY AGE: TOTAL 18-24 25-34 35-44 45-54 55+ (Base) (1,505) (191) (290) (331) (272) (421) Yes 75.5% 81.7% 83.1% 82.2% 75.0% 62.5% No 24.5 18.3 16.9 17.8 25.0 37.5 *Includes soda, energy drinks, bottled water, juice drinks, etc. Base: Respondents who shopped at a c-store in the past month Source: Convenience Store News Market Research, 2017 BY INCOME: LESS THAN $35,000 TO $50,000 TO $75,000 TO TOTAL $35,000 $49,999 $74,999 $99,999 $100,000+ (Base) (993) (186) (183) (236) (178) (210) Purchase at other channels (net) 96.2% 95.7% 97.3% 95.8% 97.2% 95.2% Drugstore 18.7% 14.5% 19.7% 20.3% 16.9% 21.4% Supermarket 69.5% 61.8% 65.6% 71.6% 73.6% 73.8% Supercenter (Walmart, Target, etc.) 66.4% 71.5% 68.3% 62.7% 71.3% 60.0% Wholesale club 21.0% 12.9% 12.0% 23.7% 25.3% 29.5% Dollar store 24.3% 36.6% 29.5% 20.3% 20.8% 16.2% Online grocer (Amazon Fresh, Peapod, etc.) 3.5% 2.2% 3.3% 4.2% 4.5% 3.3% Other 0.8% 1.6% 2.2% 0.0% 0.0% 0.5% Only purchase at a convenience store 3.8% 4.3% 2.7% 4.2% 2.8% 4.8% Base: Purchased packaged beverages at a c-store in the past month Source: Convenience Store News Market Research, 2017 Did you purchase packaged beverages from a convenience store in the past month?* In an average month, where else do you purchase packaged beverages?

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