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General Mills conducts survey on c-store shopping trends

MINNEAPOLIS — According to General Mills Convenience & Foodservice, shoppers are visiting three different types of convenience stores each month.


MINNEAPOLIS — General Mills Convenience & Foodservice conducted a survey to discover more about desired offerings and usage among rural, suburban and urban convenience store shoppers, according to

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General Mills reported that c-store shoppers are not tied to specific locations, the article stated, and on average, shoppers are visiting three different types of c-stores per month.

The survey found that 72 percent of shoppers visit c-stores in suburban locations, continued the article.

For urban areas, the article reported, 68 percent visit c-stores in urban residential areas with single-family homes, 53 percent shop at c-stores in urban business districts and 52 percent of shoppers frequent c-stores in urban residential areas with apartments or small town/rural c-stores.

The article noted that responses varied by geography when shoppers were asked about their expectations of c-stores: for suburban areas, all-day stops for fast, small-item pickups; for rural areas, while-on-the-go relief and refueling stops; for urban business, routine stops for easy meals/snacks during the workday; for urban residential (apartments), pit stops while on the go for entertainment and essentials; and for urban residential (single-family homes), quick stops when out for basics and fun.


“Not all trips to convenience stores are created equally,” said Lindsey Shepherd, consumer insights researcher at General Mills Convenience & Foodservice, in the article. “While there are more similarities than differences among c-store locations, understanding the nuances can drive profitability for the retailer and satisfaction for the shopper. C-stores should leverage their locale to customize their assortment.”

The article also featured an infographic highlighting the results of the survey.

You can find the infographic, and read the entire article, here.

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