Acosta Group shared research about what c-store shoppers are looking for, stating that “convenience store operators are successfully driving traffic, sales and loyalty by continuing to upscale their freshly prepared food offerings.”

"With 27% of c-store shoppers purchasing freshly prepared items more than they did a year ago, it's evident that this category is influencing shopper behavior," said Kathy Risch, SVP, thought leadership and shopper insights, Acosta Group. "Consumers today are regularly purchasing freshly prepared foods to replace or supplement meals throughout the day, shopping for these items across all channels, from traditional grocery to quick serve to c-stores. Our study reveals that of those shopping for freshly prepared items, approximately 23% are purchasing them in c-stores, representing a significant opportunity for continued growth in the channel."

According to Acosta Group, c-store shoppers who buy freshly prepared food are young, busy, skew more male than female and live in larger households that are more likely to have children.

• With a median age of 41, these shoppers are ten years younger than those not shopping for freshly prepared items in c-stores.
• 62% have children at home.
• A greater proportion of Gen Z (22%) and Millennials (36%) make up this shopper base, often consuming freshly prepared foods on the go.
• 39% of these shoppers are eating these items away from home.
• 43% are more likely to order from online apps for convenience.
• 82% of Millennials and 60% of Gen Z are members of c-store loyalty programs, and 85% of Millennials subscribe to c-store retailers' apps, according to Acosta Group's proprietary fall 2023 Convenience Store Shopper Insights Study.

Snacking is important to those consumers who purchase freshly prepared food:

• Nearly 67% of these shoppers snack at least once daily.
• 40% are using freshly prepared meals or items for snacking and 56% will immediately consume these items.
• 48% are open to trying new and interesting foods, compared to just 33% of those not shopping fresh prepared.

"Understanding the importance of these items and this consumer's interest in new and innovative products provides a meaningful opportunity for operators to drive sales via bundling as well as in-store and online marketing," said Hobie Walker, SVP, small format division, Acosta, an Acosta Group agency.