The number of c-store shoppers on a food-to-go mission has increased 5% year on year, data from Him! has revealed.
Him! also found food-to-go’s share of spend in convenience increased 4% to 15% in 2014, and that 20p in every £1 in convenience is spent on food-to-go.
Growth had been driven by a blurring of traditional convenience with foodservice, such as Costa coffee machines and hot food counters in c-stores, it claimed.
Him!’s analysis of shopper missions found 33% of UK adults had visited a c-store in July 2014 to buy food to go, up from 30% in April 2014. This was versus 21% for discounters and 18% for supermarkets.
In-store bakery, chilled food-to-go, hot food-to-go, fruit juices and hot drinks were found to be the most popular products for shoppers, though Him! added there was a “huge opportunity” for symbol c-stores to grow sales by offering “complete lunch solutions” such as meal deals.
This was because 57% of c-store shoppers who bought a sandwich at lunch did not buy crisps or snacks, and 47% did not buy a drink, leaving an opportunity to upsell to almost half of customers, Him! said.