Picture this: a customer walks into your store at 7 AM, coffee-deprived and running late, but instead of grabbing a sugary energy drink, they’re scanning your shelves for something that will fuel their body and their goals. Welcome to the new era of convenience retail, where “grab-and-go” is getting a serious wellness makeover.
The health and wellness opportunity—and challenge
Sure, you’re still competing with that c-store across the street and the big-box retailer down the road. But your biggest competition might actually be your customers’ own health aspirations. And guess what? That creates a big opportunity if you’re ready to embrace the change.
The numbers don’t lie—Americans are seriously committed to leveling up their wellness game. According to CapitalOne Shopping Research, 85% of consumers are actually reading nutritional labels, and 77% want to eat healthier. Even more telling? 68% are motivated by the promise of feeling better and having more energy. We’re talking about consumers who want to make better choices—they just need you to make it easier for them.
So, what’s the catch? Sixty percent of consumers say they’d eat healthier if nutritious foods weren’t so expensive, and 54% are desperately seeking easier access to affordable healthy options. That means there’s a massive gap in the market just waiting for the right c-store to fill it.
Your new favorite customers: Millennials and Gen Zers
Here’s where the generational demographics get interesting. The Millennials and Gen Zers walking through your doors? They’re not just buying snacks—they’re investing in their wellness.
Despite making up only 36% of the adult population in the US, they’re driving over 41% of annual wellness spending. Meanwhile, older consumers (age 58+) represent 35% of the population but only 28% of wellness spending.
For c-stores, this is like finding a treasure map with a giant “X” marking your demographic sweet spot (only it’s not Generation X). These younger consumers want fast, convenient access to health-conscious brands, and they’re willing to pay for it.
The wellness landscape: it’s personal
As consumers move beyond one-size-fits-all approaches, they’re focusing on holistic well-being that encompasses their mental, physical, and emotional health. They want solutions that fit their unique lifestyles, and that’s where your store can shine.
With prepared foodservice purchases at c-stores rising 16.3% in 2024, it’s clear that customers see convenience stores as legitimate food destinations. Here’s how to capitalize on that momentum:
- Expand your foodservice game: Move beyond the hot dog roller and the microwave. Fresh fruits, pre-cut produce, grab-and-go salads, yogurt parfaits, and fresh meal kits are what healthy consumers want.
- Offer smarter snacks: Stock up on protein-packed, fiber-rich snacks with healthy fats so your customers can feel better about their impulse purchases.
- Go plant-based: Even carnivores are curious about new plant-based alternatives, so give them some new options to explore.
- Make wellness more affordable: Don’t let price be the barrier to good health. Offer budget-friendly “health food” products that prove that wellness doesn’t have to break the bank.
- Champion gut health: Probiotic drinks, prebiotic snacks, and high-fiber options are having a moment—and shoppers are devouring them.
Your 3-step action plan
Ready to transform your store into a wellness destination? Here’s a roadmap to get you started:
- Collaborate with purpose: Team up with health-focused CPG brands that understand the natural and organic market. These partnerships give you access to high-quality products and the expertise to market them effectively. Sweeten the deal with discounts and bundles that encourage customers to try new healthy options.
- Promote “better-for-you” products: Strategic merchandising is your secret weapon. Smart shelf labeling, eye-catching signage, and flexible product placement can turn browsers into buyers. Educate your shoppers about health benefits—they’ll appreciate the guidance.
- Create a more inviting environment: Your store should feel as healthy as the products you’re selling. Clean, well-maintained spaces with attractive displays make healthy choices more appealing. Remember, environment greatly influences purchasing behavior.
The bottom line
The wellness revolution isn’t coming—it’s already here and it’s happening at convenience stores. Your health-conscious customers are ready to make your store their go-to destination for convenient wellness solutions.
By embracing this trend and personalizing your approach to health-conscious consumers, you can meet the demand while building loyalty, driving profitability, and positioning your store as an essential part of your customers’ wellness journey.
Sources:
C-Store Shopper Insights Report for CPG Brands
Get more c-store shopper insights for CPGs in this info-packed report.
