While fuel drives most consumers to convenience stores, nearly all – 92 percent – step inside to shop for food or beverages. And with 63 percent of these shoppers visiting at least weekly, c-stores have become a regular stop for more than gas.
New findings from Acosta Group’s Convenience Store Shopper Study show that today’s c-store customers shop for convenience but are increasingly motivated by curated product selections and compelling promotions – factors that strengthen loyalty in a highly competitive retail landscape.
The new study was conducted with more than 1,000 c-store shoppers who are part of Acosta Group’s proprietary Shopper Community in advance of NACS Show 2025.
“In c-stores, convenience and assortment are fueling growth, with 26 percent of customers increasing their trips this year,” said Mark Rahiya, group president of omnichannel sales and services at Acosta Group.
“Consumers remain budget-conscious across all channels, consistently seeking the best pricing and value. In the convenience retail space, brands and retailers can drive incremental growth by aligning with what matters most to shoppers – speed, selection and value.”
Shoppers report that several key c-store attributes noted in Acosta Group’s 2023 Convenience Store Study have grown in importance in 2025.
• Convenience – close to home;
• Easy-to-shop;
• Shelf-stable products and the selection of cold food and beverages; and
• Offering the best value, sales and “good deals.”
Convenience stores are the channel leaders for fast, easy and convenient shopping. The channel ranks second only to traditional grocery in the categories of store-prepared ready-to-eat hot foods, ready-to-eat cold foods and to-go entrees and sides. In the category of snack foods, c-stores rank just after traditional grocery and mass market retailers.
These shoppers value product promotions, noting a preference for buy-one-get-one-free offers. A majority (69 percent) are likely to read promotional signage at the pumps, making it a critical tool for retailers to share special offers and store information, while 44 percent of shoppers will read in-store signage and 24 percent are using a retailer app.
The new study confirms that Millennials and GenX make up the largest shopper segment, with men representing a notable majority. While these key demographics haven’t changed significantly since 2023, the data reveals shifts in what they’re buying, why they’re shopping and when they choose to visit c-stores.
“We learned that 72 percent of all convenience shoppers are making planned quick trips specifically for something they need,” said Kathy Risch, SVP of shopper insights and thought leadership at Acosta Group.
“That’s a 6 percent increase over 2023, reflecting the deliberate shopping behaviors of these busy consumers and revealing an opportunity to provide additional solutions.”
At the same time, c-stores are a quick solution for impulse cravings, a key sales driver, with the most frequent purchases aligning with top-selling categories in the channel: salty snacks, candy and baked goods.
In the category of better-for-you products, more than half (61 percent) of convenience shoppers actively seek items with health benefits at least some of the time. For these consumers, “better-for-you” often translates to items that are lower in fat and higher in protein. Shoppers’ wish lists include guilt-free grab-and-go products such as vitamin-infused waters, healthier snacks and drinks, protein drinks and shakes, healthier hot foods, items with fewer preservatives and artificial sweeteners and sugar-free treats.
GenZ and Millennial shoppers, as well as students and consumers with children in the house, are the most likely to look for healthier options on each trip. Specific to the beverage category, consumer interest in better-for-you products rarely outweighs the high-velocity beverage items that are mainstays and volume drivers for c-store.
It’s important to note that 30 percent of c-store shoppers are not interested in better-for-you items across any category while shopping in this channel.
The study reflects that 51 percent of c-store shoppers are picking up hot food items once or more a week, up from 45 percent in 2023. And 52 percent of these shoppers say that convenience hot foods are just as good or better than those from a fast-food or quick-service restaurant.
As trip frequency to c-stores is rising for some and every stop means a trip to shop for most, it’s an opportunity for retailers to respond to the high engagement and loyalty of these shoppers.
“Convenience stores are in a strong position to build on the loyalty of their shopper base and drive sales,” Rahiya said.
“Strategic actions include maximizing snack offers in impulse zones, sharpening and expanding curated selections of better-for-you and store-made offerings and ensuring that frequent shoppers are kept engaged with new items and meaningful promotions.”
Shopper research for this study was conducted in July with 1,097 U.S. convenience store shoppers who had shopped in a c-store market in the prior six months. The Acosta Group Shopper Community is comprised of more than 40,000 demographically diverse shoppers across the U.S. and is the company’s proprietary community for survey engagement.
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