Promising Trends in Freshly Prepared Foods: What C-Store Insights Mean for Vending Operators

September 27, 2024

As the demand for freshly prepared foods continues to rise, convenience store operators should seize the opportunity to drive traffic, boost sales, and build customer loyalty by enhancing their food offerings. This trend, particularly relevant for vending and micro market operators, highlights a growing consumer shift towards convenient, yet fresh food choices.

According to a recent study by Acosta Group, 27% of convenience store shoppers are purchasing freshly prepared items more frequently than they did a year ago. Kathy Risch, SVP of Thought Leadership and Shopper Insights at Acosta Group, emphasized that this behavior is transforming the shopping landscape in her commentary regarding the survey. “Consumers today are regularly purchasing freshly prepared foods to replace or supplement meals throughout the day, shopping for these items across all channels, from traditional grocery to quick serve to c-stores,” Risch said. “Our study reveals that of those shopping for freshly prepared items, approximately 23% are purchasing them in c-stores, representing a significant opportunity for continued growth in the channel.”

For vending and micro market operators, this trend represents a critical opportunity to capture a share of the market by offering high-quality, freshly prepared items that meet the demands of today’s busy consumers. In fact, one of the main reasons for the uptick in purchasing freshly prepared items was due to not having much time available to cook, along with availability of freshly prepared items and grocery costs.

The study reveals that the primary demographic driving the shift towards freshly prepared foods in convenience stores is young, busy, and slightly more male than female. Key findings include:

• 36% of shoppers enjoy these freshly prepared items during work hours.
• 38% of respondents choose fresh items because they see them as healthy and good quality.
• 40% of shoppers use freshly prepared meals or items for snacking.

In addition, the survey found three primary reasons for the increased purchase of freshly prepared items at c-stores:

• 48% cited rising costs of other food and groceries.
• 44% noted the greater availability of freshly prepared items.
• 43% mentioned having less time to cook.

With busy lifestyles influencing food choices — particularly Gen Z and millennials who consume more on the go, according to the survey — micro market operators have a unique opportunity to provide accessible, high-quality, and convenient food options to attract and retain customers. The research indicates that these shoppers are not only looking for nutritious choices, but also for items that can be consumed quickly and easily during their hectic days. As the micro market business continues to evolve, those who can effectively cater to the needs of these consumers will likely see the most growth.

This research was conducted in April 2024 with 977 U.S. shoppers who purchase freshly prepared food items in c-stores. The findings are based on data from the Acosta Group Shopper Community, a proprietary panel of over 40,000 demographically diverse shoppers across the U.S.