Executive Summary:
To attract and retain Gen Z and millennial consumers, convenience stores are evolving beyond traditional offerings, focusing on healthier, innovative snacks and gamified loyalty programs to stay competitive.
At the Convenience Retailing University session, industry experts highlighted that younger customers are looking for snacks that are not only functional and health-focused (such as those promoting gut or mental health) but also novel and exciting. Some convenience stores are responding with private-label desserts, globally inspired ingredients, and new savory options to align with these preferences. Additionally, snacking is now a 24-hour habit for Gen Z, making it crucial for c-stores to position themselves as the go-to destination for both better-for-you and indulgent snacks.
Competition from quick-service restaurants (QSRs) is another challenge, as chains like Subway are expanding into the snack space. To differentiate, convenience stores must innovate their snack selections and enhance brand engagement.
Beyond snacks, gamification is proving to be a successful loyalty driver. Mobile gaming aligns well with Gen Z and millennials, as 45% of mobile gamers in the U.S. are 18-34 years old, spending an average of 40 minutes per day playing games. Convenience store chains testing gamified loyalty programs, such as reward-based mobile games, have seen higher engagement, increased store visits, and greater ROI.
To succeed, c-store operators must integrate snack innovation and digital engagement, reinforcing their brand identity while adapting to the changing preferences of younger consumers.
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