NEW YORK – U.S. consumers still want health, wellness and convenience across the grocery store, and these trends continue to affect the convenience store industry as well. According to Nielsen’s Total Food View, health and wellness are at center stage, and competitive offerings abound both in and outside of the market’s retail walls.

In particular, diet trends play a role in the products shoppers are buying, and rising interest in keto and paleo diets have augmented a new protein craze—a factor that’s giving a boost to specific products that denote their protein power. For example, dollar sales of dairy items touting protein claims have increased 12%, a marked growth relative to the department’s overall 0.7% growth.

Also, plant-based diets are another recent trend, and plant-based alternatives are emerging as viable options across all areas of the store, from salty snacks to dairy yogurts and milk. Nearly 40% of Americans say they are trying to increase the amount of plant-based foods they consume. Today, almost 15% of food and beverage sales come from products that sustain a plant-based diet.

What role does health and wellness play in more indulgent categories? While Americans are striving to be healthier, they also love a good snack. But in many cases, U.S. consumers are just as mindful about transparency in the snack aisle as they are elsewhere in the store. Products with specific claims are growing at faster rates than those without claims, and clean-label trends, which focus on excluding certain undesirable ingredients, are making their way into snacks.