Dive Brief:
- About 92% of Gen Z consumers said they enjoy the experience at a convenience store, while only 77% of “all other generations” said the same, according to a new study from CPG research firm NCSolutions.
- Additionally, 49% of Gen Z consumers said they’ve used a delivery service to have products delivered from a c-store, roughly double the rate of “all other generations” who said the same, according to the study.
- Gen Z’s favorable view of c-stores compared to other generations in certain aspects may present a growth opportunity as the industry looks for ways to adapt to changing consumer habits, attract new customers and improve their loyalty programs.
Dive Insight:
Gen Z’s positive view of c-stores goes beyond the general experience and delivery services.
More than half (53%) of these consumers said they’re likely to buy a product promoted by a c-store on social media — compared to only 32% of all other generations who said the same. Forty-four percent said they’re likely to browse the store for inspiration, while only 25% of all other generations said they’d do so, the report noted.
Gen Z’s positive view of c-stores extends outside to the forecourt, too. In a different study from October, 61% of Gen Z consumers said they’d be more likely to buy an electric vehicle if more gas stations offered EV-charging stations, according to Dover Fueling Solutions. This tied Millennials, but outpaced both Gen X (53%) and Baby Boomers (42%).
Considering c-stores continue to trail the grocery and restaurant industries when it comes to areas like loyalty, it’s possible that targeting Gen Z customers — who were born between 1997 and 2012, according to Beresford Research — could offer an opportunity for improvement.
CPG brands can also take advantage of Gen Z consumers’ favorable view of c-stores as they look to motivate new buyers to try their products, Dan Malmed, chief revenue officer for NCSolutions, said in the study.
"Appealing to Gen Z c-store enthusiasts enables advertisers to build and drive loyalty as well as improve the return on ad spend of their campaigns,” he said.
