Dive Brief:
- General Mills Convenience & Foodservice released a report outlining four macro consumer segments that each have their own attitudes, behaviors, and needs so that convenience retailers can better target and serve each segment.
- The four consumer segments are the pit stoppers (38%), breakfast barons (22%), meals and more (22%), and vice squaders (18%).
- Each segment profile includes reasons that group of consumers typically visits convenience stores, what types of products they tend to buy, when they most often visit in terms of the times of the day and days of the week, and suggestions as to what retailers can do to capitalize on these preferences and behaviors to provide that segment with what they're looking for.
Dive Insight:
Pit stoppers, the largest consumer segment, tend to come in for gas, restrooms, and the ATM and are most likely to buy gum and cold fountain beverages. The report recommends that retailers start targeting attempts at the gas pump and have deals for gum and fountain beverages along the path from the restroom to the checkout.
"These macro consumer segments help convenience retailers get into the mindset of the different types of consumers coming through their door," said Amy Woulfe, consumer insights associate for General Mills Convenience & Foodservice, in a press release. "By understanding the nuances of each distinct c-store consumer segment, c-stores can evaluate their product mix, merchandising and promotions in order to win each segment over."
This report follows Hershey recently saying it would be increasing its c-store efforts. "Priority No. 1 is getting the in-line set correct followed by ensuring confection is present under the counter and in secondary locations," David Nolen, Hershey's senior director of CSI, told Food Business News.