10 stats on the state of the convenience market

Market researchers HIM and MCA are releasing their joint 120-page Convenience Market Report 2019 today, analysing where the sector should focus growth initiatives.

24 May 2019
food-to-gostatistics

  • Convenience will be worth £41.7bn by end of 2019, growing 3.5% on last year
  • Average trip spend has gone up by £6.38, partly due to inflation but also premiumisation, which, along with NPD and innovation, is driving market growth.
  • Shoppers are making more trips to convenience stores: 3.8 visits per week is the average, a rise on last year, though the report also notes that each one entails a smaller basket and shorter trip than formerly.
  • 82% of baskets contain no own-label items as people look for brands they can trust, especially ones paying attention to health and sustainability trends
  • 14% of convenience sales are food-to-go, down from 20% five years ago. This suggests that convenience stores are missing out on food-to-go opportunities, which make up 23% of the entire eating out sector. Food-to-go is a growth driver of the wider market, with 3% year-on-year growth.
  • Food-to-go has lost 6.4% value compared to 2014, the main culprit being the encroachment of foodservice in the category.
  • Those aged 16-34 make up 28% of visits, declining from 32% two years ago. This demographic is an important one, because it tends to engage more with promotions and exhibit more impulse buying behaviour.
  • Young shoppers prioritise an easy shop above all, rating it an average 8.9 out of 10 in terms of importance. However, the same group ranked their satisfaction with the current experience slightly lower at 8.4 out of 10. Other important factors for 16-34s include range of products (8.7 vs 8.2 satisfaction) and speed (8.5 vs 8.2).
  • Good staff drive 12% of trips, up 2 percentage points on last year
  • Location is an important aspect when deciding what initiatives to invest in to boost sales. The new HIM report features analysis on geographical factors, such as the fact that those aged 55 and up comprise just 25% of shoppers in areas dubbed ‘urban transient,’ but are the majority (55%) in ‘rural neighbourhoods.’

 

To find out more about the HIM/MCA Convenience Market Report 2019, contact kate.dunkley@him.uk.com

 

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