Elie Katz, CEO, National Retail Solutions. POS, NRS Digital Media, NRS Pay, NRS Funding, NRS Purple & NRS Petro: Helping retailers succeed.
Once known for quick stops to grab a bag of chips or a soda, some convenience stores now serve fresh, nutritious alternatives that appeal to the health-conscious and the business-savvy.
According to Hudson Institute, with support from the National Association of Convenience Stores, 75% of shoppers now lean toward healthier selections than in previous years. Likely as a direct result, the same report shows interest in nutritious grab-and-go options, climbing from 59% to 66% over the past seven years.
Overall, the healthy snacks sector, valued at $95.61 billion in 2023, is charging a 6.2% annual growth rate through 2030—an impressive leap forcing a reconsideration of what convenience means. With this in mind, I would like to focus on a few ways for industry leaders to evolve with the market and cultivate this customer base that seeks fresh, wholesome choices.
Retail Giants Embrace Healthier Alternatives
The data tells a clear story: Shoppers increasingly favor healthy alternatives, with a significant majority leaning toward better-for-you choices.
In response, many U.S. convenience stores have significantly transformed their offerings beyond traditional quick snacks to include fresh, nutritious alternatives. Retail giants like Walmart have introduced specific sections, such as the “Modern Soda” aisle, featuring healthier beverage alternatives.
Convenience stores are expanding their menus to include healthier options. Major chains like 7-Eleven, QuikTrip and Wawa have introduced fresh deli sandwiches, build-your-own burgers and made-to-order meals to attract health-conscious consumers.
In Oakland, California, corner stores such as Jalisco Market have transitioned into fresh food hubs. Supported by initiatives like the Saba Grocers Initiative, these stores offer fresh produce, addressing previous logistical challenges and meeting community demand for healthier options.
As consumer preferences shift, I believe convenience stores must evolve their approach and take the example of some of these other retailers.
Looking Ahead: Rethinking Convenience For A Health-Conscious Market
Here are some steps for retail leaders looking to rework their conventional convenience model by making healthy options a local favorite.
Adopt A Smart, Data-Driven Approach
Retailers should first reassess their product mix. This involves evaluating current offerings and identifying gaps where nutritious options can replace or complement traditional fare. Look to harness customer purchase patterns and feedback to fine-tune your offerings.
Instead of a scattershot approach, a focused strategy based on solid data helps pinpoint which health-forward items resonate most with shoppers.
Revamp The In-Store Experience
Another practical step is to refine product placement. Stores that make healthy choices the star of the show are likely to capture a broader audience. Think of reconfiguring layouts so nutritious options take center stage; simple signage and thoughtful organization can turn a routine stop into a purposeful shopping experience.
Pricing strategies also play a role. When customers demonstrate a willingness to invest in quality, retailers should consider premium positioning for select items, ensuring that the perceived value aligns with the cost.
Strengthen The Supply Chain
Supply chain practices warrant a closer look. Consistent quality starts with reliable partners; retailers should work closely with suppliers known for quality and freshness.
This can help maintain the freshness and reliability of your new offerings. Streamlining logistics and reducing the time from production to shelf can also be a competitive advantage in this market. By shortening the gap between production and display, you help ensure that every product meets an expected standard.
Invest In Operational Agility
A nimble approach to stocking and merchandising is key. With shifting consumer tastes, the ability to adjust quickly is invaluable. Advanced analytics and agile processes help minimize waste and maintain a product mix that stays ahead of the trend curve. A willingness to pivot turns potential disruptions into strategic opportunities.
Focus On Communication
I also think retailers can take a hard look at in-store communication. Training programs that equip staff with a solid understanding of the nutritional benefits of these products can empower them to guide customers effectively. Simple, clear messaging on packaging and at the point of sale can reinforce the appeal of healthier options, ensuring that the benefits are immediately apparent.
Ultimately, a strategic overhaul should be more than just adding a few new items. It calls for a holistic transformation that meets consumer expectations head-on while reinforcing a brand’s commitment to quality.
Wrapping Up: When Health Meets The Corner Store
While sugary fixes still have fans and can still be a factor, in my experience working with retailers, I see the push toward healthier alternatives as reshaping the convenience store experience. Retailers who dare to innovate and fine-tune their offerings have the opportunity to lead this exciting transformation.
It might seem like a big leap from traditional snack aisles, yet even a neighborhood corner store can reinvent itself with a blend of smart strategy and a touch of daring creativity. Embracing a refined product mix that speaks to today’s health-conscious consumer enables stores to transform a routine stop into an experience that delights and surprises.
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