A new study into the convenience channel highlights a fall in the number of younger shoppers visiting c-stores, which is driving an overall decline in impulse purchasing.
The recently launched UK Convenience Report 2019 by MCA Insight & HIM highlights that the average age of shoppers in the convenience channel has risen to 48, with the share of shoppers under the age of 34 declining to 28% from 30% the year before.
The study suggests that this fall in younger shoppers is one of the catalysts for a decline in the number of shoppers purchasing on impulse in the channel – 13% of shoppers made an impulse purchase this year, compared to 17% of shoppers in 2018.
Shoppers aged 18-24 were found to be the most likely to purchase on impulse in convenience, with 16% doing so in the last year. HIM & MCA stressed that driving footfall from younger shoppers is key to ensuring a store remains relevant to future generations.
The report highlights factors that are key to attracting younger shoppers, such as 18-24’s are 46% more likely to buy a Meal Deal compared to the convenience average and 16% of Gen Z year olds and 23% of Millennials are currently following a high protein diet compared to only 6% of 45 – 54 year olds.
Blonnie Walsh, Senior Insight Manager at HIM & MCA Insight, commented: “It may be cliché, but younger consumers are the shopper of the future, yet they under index in the convenience channel. Retailers need the support of wholesalers and suppliers to understand the needs of younger shoppers and the best ways of engaging them better.”
“Food-to-go has been a talking point for some time, however strong competition from FTG specialists is eating away at convenience’s share of the market. In general, younger shoppers behave differently to older generations and retailers need to adapt their approach in order to cater for both. Speed and ease of shop are more important to younger shoppers than older shoppers.”
NAM Implications:
- Welcome to the age of uncertainty, when impulse morphs into considered purchase vs postponement.
- Attracting younger traffic may lead to unintended consequences of even more uncertainty in the mix.
- Watch this space…
