C-stores still growing in lockdown, research shows

The latest insight from Lumina Intelligence’s Convenience Tracking Programme, for the four-weeks ending 7 February, shows the average basket size in convenience was 5.3 items – up 6%, the average visit frequency was 2.8 times – up 4%, and the average value of a convenience shopper was £66.73 – up 10%.

Planned top-up remains the number one mission driving shoppers to convenience stores, accounting for a third of all visits in the four-week period. In addition, meal occasions has overtaken newsagent as the second biggest mission, accounting for over 14% of trips – up 1.7 percentage points.

The proportion of convenience store baskets that include price marked packs has also grown – up 1 percentage point. Overall, half of convenience baskets include price-marked packs. Soft drinks have moved from the fifth most purchased category for PMPs to third, highlighting the success of PMP price cut initiatives, such as Coca Cola’s, which tap into consumer demand for value. The top three categories for PMPs are: chilled foods excluding milk (13.0%), wrapped bakery (9.9%), and soft drinks (5.9%).

Blonnie Whist, head of insight at Lumina Intelligence, said: “As we have seen throughout the three lockdown periods, shoppers are turning to their local convenience stores and, in some cases, avoiding larger, busier stores. This has resulted in higher visit frequency, greater spend and bigger baskets. There has also been an increase in shoppers looking for meal inspiration. The restrictions placed on hospitality have boosted in-home consumption, so retailers need to think smart about how they can inspire shoppers, with opportunities for meal deals that increase spend and purchases.”

“Convenience stores are perfectly placed to cater for local communities during lockdown periods. Retailers must use this as an opportunity to drive loyalty in order to retain customers once restrictions ease,” she added.