The average convenience store trip is 3 minutes and 33 seconds, which means that food makers need to ensure their product stands out among the competition and catches the consumer's eye. Max Weiner, vice president at Burdette Beckmann Inc. spoke during an SFA webinar, Thursday, about how food makers can capitalize on this growing channel.
Convenience Offerings Expand
“Healthy foods are a destination driver to a new convenience store shopper,” said Weiner. Consumer demand is increasing for healthier, nutritional on-the-go products, especially with millennials, who are more likely than any other generation to snack at least four times per day. However, they aren’t just looking for any kind of snack. At 2.7 servings per day, millennials eat more fruits and vegetables than any other generation and more than 80 percent of shoppers ages 18 to 34 are spending a quarter of their disposable income on health products and services.
This increased consumer interest is pushing convenience retailers to expand their selections to include things like better-for-you candy, hot tea, and refrigerated protein bars. Foodservice is also growing at convenience locations as many retailers are adding fresh baked bread, rotisserie chickens, and fresh cut fruit.
Another popular category in the convenience channel is specialty energy protein, driven largely by chicken products, said Weiner. Because chicken is a relatively inexpensive yet widely consumed protein, food makers can capitalize on customer desire for health conscious consumers looking for a quick and easy way to get their protein.
Getting Set Up for Success
A broker may be helpful to food makers looking to break into the convenience category. According to Weiner, the right broker will understand your needs and how to grow your brand, be honest and organized, and have your best interest in mind.
Once a product is on shelves, food makers should have a promotion plan in place, said Weiner. Strategies can range from cross merchandising, running ads or store flyers, or, when it’s safe, in-store sampling. Brand awareness is also key; anything you can do to get the name of your brand out there is helpful, he added.
Related: Consumers Want Contactless, Seamless Pickup; 7-Eleven, Instacart Offer Same Day Delivery.
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