The percentage of GB adults using the convenience channel has increased from 58% to 69% year-on-year, according to analyst Him!
The average basket spend per trip continues to increase, and trip frequency remains steady at 3.7 times per week.
When Him! spoke to 22,000 shoppers in its recent Convenience Tracking Programme (CTP), it found that improved range was the biggest reason for shoppers visiting their c-store more now than a year ago, and over half of all c-shoppers do not feel that their store sells products they do not need, or would never buy.
Him! asked shoppers the reason why they were at their store (shopper mission) and 38% said they were on a ‘top up’ mission (whether to buy something they need for the next couple of days or urgently), spending on average 44% more than the CTP average spend 50% shoppers believe that this is where c-stores expertise should be – in providing everyday basics for top-up shopping.
However, with fresh being one of the key drivers in this mission, c-stores need to hold a competitive advantage now more than ever. Shoppers are still sceptical, and the competition is putting the pressure on. The general perception is that it is that fresh fruit and veg are still too expensive in c- stores. Shoppers are looking for value, and discounters are taking their increasing share within the ‘top-up’ mission – 66% of shoppers that Him! spoke to in its ‘2012 Discounter Tracking Programme’ said this is why they (were at) had visited that discounter!
Tara Benjamin, client director at him!, said: “Retailers need to focus on driving the top up mission; deals such as £1 bread and milk offering, ensuring availability, improvements in fresh range, and stock rotation are all key to implementing this.”
Source: him!
