Study Looks at Snacking Behaviors

Convenience store operators can increase sales of prepared food items by connecting late afternoon and evening snacking behaviors with purchases, according to a new study commissioned by Tyson Convenience Foodservice in partnership with Anheuser-Busch.

The study, which confirmed emotional needs – not just physical needs – are at the core of why people snack, identified a variety of opportunities for convenience store operators to drive growth through prepared food snack sales:

• Late afternoon/evening offers potential for incremental prepared food purchases – Although convenience store traffic is highest during morning and lunch dayparts, the study showed half of all recent convenience store snack purchases were between 2 p.m. and 10 p.m. Of those snack purchases, however, only 22 percent included a prepared food item.
• Consumers view snacks as an opportunity to reward themselves with indulgence – The study showed that consumers are looking for late afternoon and evening snacks to be a reward and indulgence. The research also indicated that compared to prepackaged snacks, prepared food snacks in convenience stores more strongly fulfill that need.
• Highlight fresh prepared food offerings to satisfy, but not fill up – According to the study, even for snack purchases, prepared food quality and freshness were the most important attributes consumers consider. In addition, snacks should be easy to consume on-the-go and satisfy without overfilling.
• Differentiate snack offering through linkage to beer sales – The study revealed only five percent of recent convenience store beer purchases included a prepared food item, however when they were purchased together, more than half of those purchases were consumed as a snack. This indicates an awareness challenge between beer and prepared food at convenience stores, but reveals an opportunity for operators to position prepared food offerings as a snack to accompany beer.
• Target millennial impulse buyers – Operators should concentrate resources to capture this group's attention with strongly branded signage, value-driven offerings and an emphasis on "quick and quality" product attributes.

The study results were based on a combination of online qualitative discussion groups and quantitative research, as well as in-person interviews.