The Now and Future of Convenience Stores

The Evolution of the C-Store: From Gas to Gourmet

Convenience stores offer high foot traffic, fast sales velocity, and the ability to test new concepts quickly. With 96% of U.S. shoppers visiting a c-store at least twice in 2024, the opportunity for brand visibility and trial is immense. Over the last decade, the convenience channel has undergone a quiet but profound transformation. Convenience stores are increasingly being used as “proximity retailers,” serving as accessible options for consumers who value time and ease above all. They are no longer simply located near gas pumps—they are embedded in the rhythm of daily life.

This evolution is especially visible in the rise of foodservice. Once a fringe offering, foodservice has become a top six category within the channel. From fresh breakfast sandwiches to hot lunch options and locally inspired snack assortments, c-stores are stepping into the territory once dominated by quick-service restaurants. Brands that once viewed c-stores as limited in scope now need to consider them as platforms for innovation and full-meal solutions.

5 Trends Fueling the Future of Convenience

With that in mind, here are 5 key trends fueling the future of convenience:

1. Bites & Delights

Fresh, flavorful food is becoming the cornerstone of modern convenience retail. Foodservice is no longer just an add-on; it is a primary draw. Retailers investing in made-to-order meals, elevated grab-and-go options, and premium snack assortments are seeing significant returns in both foot traffic and customer loyalty. As quality improves, so does the shopper’s perception of the entire store experience. Many c-stores now offer breakfast, lunch, and dinner options that rival fast-casual restaurants in flavor and variety.

The key for brands is to align with these elevated expectations. Consumers are willing to spend more on food from a convenience store when it meets their standards for freshness and quality. This is especially true in urban and suburban markets where convenience is tied closely to meal decisions. Partnering with retailers to offer exclusive foodservice items or quick-prep meal kits could unlock new growth for CPG brands looking to stand out in this evolving environment.

2. The Vibe Spot

Convenience stores are becoming more than places to shop—they are becoming places to stay. An increasing number of retailers are introducing café-style seating, curated product assortments, and enhanced store designs that make the environment feel more intentional and community-driven. These are not just aesthetic upgrades; they are strategic moves to reposition the c-store as a space for connection, relaxation, and discovery. Retailers such as Shell Café and Rusty Lantern are setting the pace with formats that look and feel more like boutique cafes than traditional gas stations.

This change is particularly resonant with younger shoppers, who are more likely to see retail spaces as extensions of their lifestyle. They want environments that reflect their values and offer more than transactional utility. For brands, this means the in-store experience matters more than ever. Engaging displays, localized assortments, and products that fit seamlessly into a “vibe-first” environment will have a distinct advantage in attracting and retaining this new generation of convenience shoppers.

3. Beyond the Brew

Beverage innovation is booming in the convenience channel, and the alcohol aisle is no exception. In fact, The Convenience channel represents 43% of dollar sales for total Beverage Alcohol. Traditional beer sales are now being outpaced by alternative offerings such as canned cocktails, low-ABV wines, hard seltzers, and even cannabis-infused beverages in legal markets. Consumers are eager to explore new formats that are portable, flavorful, and aligned with evolving lifestyles. Convenience stores offer the perfect testing ground for these innovations due to their grab-and-go nature and quick inventory turnover.

Brands that succeed in this space understand the importance of clear packaging, bold flavor cues, and functional crossover. Beverage alcohol is no longer a one-size-fits-all category. Shoppers are looking for options that match their mood, occasion, and health goals. Whether it’s a low-calorie spritz, a high-flavor mixer, or a botanical-infused drink, the c-store is increasingly becoming a destination for discovery rather than routine. This shift presents a strong opportunity for brands to diversify and differentiate their adult beverage portfolios.

4. Level Up

Energy and functionality are now driving the cold vault. Energy drinks have surpassed soft drinks in many convenience retail environments, with growth being fueled not only by legacy brands but by new entrants offering differentiated benefits. Shoppers are seeking more than just a caffeine boost—they are looking for drinks that support focus, endurance, hydration, or mood. Functional beverages featuring nootropics, adaptogens, or electrolytes are capturing attention and expanding shelf space.

This trend reflects a broader shift in consumer behavior, where wellness and performance are prioritized in everyday choices. As shoppers make convenience stores part of their routine, they are looking for beverages that meet specific needs without sacrificing taste or portability. For CPG brands, the message is clear: multifunctionality is the new baseline. To compete, beverages must deliver value beyond refreshment and align with lifestyle missions that resonate with health-conscious consumers.

5. Thrive Mode

Health and wellness are no longer niche concerns in convenience retail—they are key purchase drivers, particularly among Gen Z and Millennial shoppers. These consumers expect c-stores to carry products that support their well-being, whether that means low-sugar snacks, plant-based options, immune-boosting supplements, or tobacco-free alternatives. Brands that can deliver better-for-you options in small, portable formats are well-positioned to succeed in this environment.

Retailers are responding by curating assortments that balance indulgence with intention. Granola bars with added protein, clean-label jerky, natural energy shots, and even probiotic waters are making their way into shelves that once held only chips and soda. This reflects a growing expectation that health should be accessible anytime, anywhere. Brands that support this mission with smart claims, transparent labeling, and functional benefits will be rewarded with consumer trust and repeat purchase behavior.

Winning in the New Convenience Landscape

Succeeding in convenience today requires more than just placement—it requires purpose. Brands must rethink their product formats, packaging, and promotional strategies to fit within smaller store footprints and faster purchase cycles. Portable, resealable, and single-serve items are ideal, but that doesn’t mean compromising on quality or innovation. Shoppers want premium experiences in a compact form, and they expect brands to deliver without friction.

Collaboration with retailers is another critical lever. From limited-time exclusives to regionally tailored launches, co-creation can drive excitement and urgency. Brands should also lean into data to better understand shopper missions, whether that means a morning caffeine run, an afternoon snack break, or a wellness-focused trip. The c-store is no longer just a channel—it is a proving ground for relevance, agility, and growth.