The key to attracting health-conscious shoppers

Forward-thinking convenience store operators are jumping onto the healthier bandwagon.

In early May, c-store industry giant 7-Eleven Inc. announced that it was introducing nearly 100 new better-for-you items from 31 up-and-coming companies into select stores as part of a test. The selection, placed in 125 Los Angeles-area stores, was curated from 7-Eleven’s first "Next Up" emerging brands showcase, which was held at its Store Support Center in Irving, Texas, last fall.

The better-for-you product assortment includes options for power-snackers, restricted diet-followers and anyone looking for ways to incorporate more functional, better-for-you sips and snacks to keep them fueled while on the go, according to 7-Eleven. The items span keto, paleo, vegan, organic, high-protein, low-glycemic, gluten-free, nutrient-dense, plant-based and cold-pressed.

"When our emerging brands team created this unique product assortment in collaboration with our category managers, the goal was to give customers drinks and snacks that they might not expect to find at a 7-Eleven store," said 7-Eleven vice-president of new business development Chris Harkness. "Customers are demanding healthier options, and we know LA customers are leading the country in health and wellness trends, always willing to try the newest and most innovative products and services.”

Young consumers between the ages of 18 and 34 are particularly interested in the functional aspect of foods, according to research conducted by youth marketing and millennial research firm Y-Pulse.

These consumers want products that not only satisfy their hunger, but also pack a nutritional punch. They say they enjoy eating superfoods such as dried fruits, nuts and seeds that serve specific functional purposes.

Along with wanting their healthier foods to taste good, younger consumers also want healthy eating to be easy, convenient and work around their on-the-go lifestyles. Specifically, the findings of a recent Y-Pulse study showed that:

• 81% say they shouldn’t have to try too hard to eat healthy;


• 76% say they are likely to buy raw fruits and vegetables to eat on the go; and


• 66% say they don’t mind paying extra for a snack if it’s a healthy option.

WHAT IS HEALTHY, REALLY?

Today, “healthy eating” isn’t a set of hard and fast rules, but rather a state of mind — "a continuous, aspirational approach to food with balance, flexibility and practicality,” according to Ellen Rudman, vice president of strategic planning and research for marketing agency Blue Chip Marketing Worldwide.

Fresh, whole and minimally processed are the current cornerstones of better-for-you. However, the definition of what is “healthy” is in constant evolution.

“Having conducted quite a number of focus groups recently on this topic, what we consistently find across geographic markets and demographic groups is that better choices are typically identified with food that is either known to be fresh-made or made-to-order,” said veteran convenience store industry consultant/designer Joe Bona of Bona Design Lab. Consumers equate freshness with quality and being healthier, he added.

While the definition of healthy continues to evolve, the need for convenience and “on the go” is steadfast and, in fact, stronger than ever. “Consumers demand convenience and evaluate every option through a whole new set of food values,” Rudman said.

She wants c-store retailers to consider: Some consumers think it’s inconvenient to be healthy, so how can your convenience stores change that perception?