Westrock Coffee’s quarterly annual report, The Blend, took a deep dive into how coffee drives c-store visits, finding that convenience and customization are top draws for consumers. “Coffee buying behavior is shaped by both routine and impulse, influenced by daypart, and led by younger, high-spend consumers who value quality and personalization,” the company said.

Westrock said the four main takeaways of the research were:

• Beverages, especially coffee, are the No. 1 reason consumers visit convenience stores, with more than 80% of consumers making quick beverage purchases.
• Speed, convenience and value continue to make convenience stores an attractive destination for coffee buyers, while customization and quality are crucial for future growth.
• Flavor, freshness and time of day are the top drivers of coffee choice—especially for younger, high-spend consumers.
• Impulse and routine both play major roles in coffee purchases, suggesting opportunities for both targeted promotions and daypart merchandising.

When survey respondents were asked why they prefer c-stores over QSRs or coffee chains, 41% said proximity was the main reason, while 40% said they were already visiting the store.

Looking at format preferences, Westrock reported that 83% of consumers bought dispensed coffee, 69% purchase bottled or canned coffee and 56% purchase iced coffee.

“By closing the quality gap with QSRs and leaning into made-to-order models, c-stores can meet growing demand for variety and customization. Cold coffee and wellness-forward offerings further expand the opportunity. With the right strategy, convenience retailers can transform their coffee programs into engines of traffic, loyalty and incremental sales,” the company said.

In the September 2024 issue of NACS Magazine, “Cold Is Hot” explored how consumer behaviors around coffee and dispensed beverages are changing.