Convenience store penetration increases, research shows

basket of food

The proportion of shoppers visiting convenience stores increased by 9% in the 12 weeks ending 17 October, new research reveals.

The latest data from the Lumina Intelligence Convenience Tracking Programme, shows the proportion of shoppers using c-stores rose from 49% to 58% in the past 12 weeks.

During the same period, shoppers visited convenience stores more frequently, up 4% to 2.8 times per week on average and, despite a 3% decline in average basket size, basket value increased by 21% from £8.58 per trip to £10.38.

In addition, the proportion of convenience store occasions that were delivered increased by 2% to 7% and click-and-collect rose slightly by 0.2%, as in store declined by 2% to 91%.

The research shows planned top up remains the top mission within convenience, accounting for 23% of all trips. Meanwhile, newsagent missions increased by 2% to 21%, driven by older consumers becoming less risk averse due to the rollout of booster vaccines.

The proportion of shoppers purchasing on impulse increased by 1% during the 12-week period, to account for 56% of purchases. ‘It was on promotion/special offer’ increased as a reason for impulse purchasing, with consumers eager to utilise promotions, and PMP purchasing increased to 48%.

Katherine Prowse, Senior Insight Manager at Lumina Intelligence, said: “A real positive for UK convenience is the large increase in spend per trip and the increased frequency. The decrease in basket size indicates that either shoppers are opting for more premium products or prices have increased – we expect a combination of the two.

“Delivery continues to be an opportunity for retailers to widen their shopper catchment area, despite restrictions easing and great movement of people. More convenience stores are working with the likes of Deliveroo and Uber Eats, as well as start-ups including Snappy Shopper and Getir to boost their delivery offerings.”