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Our latest Perspective uncovers why convenience trips are collapsing, which missions are driving declines, and where real-growth levers still exist.
Demand is structurally weakening; retailers and brands must reset value fast or risk competing in a shrinking channel.
Why it matters
The convenience channel is no longer a guaranteed trip driver—price fatigue, changing vice behavior, EV adoption, and rising wellness expectations are reshaping what shoppers consider “worth the stop.”
Demand is deteriorating:
Dollars and units are declining together as shoppers cut alcohol, cigarettes, and impulse—erasing the historic core of C-store demand.
Wellness is the new value equation:
Better for products outperform, yet key claims (like fiber and transparency) remain underrepresented, creating white space for brands.
Trips require justification:
With 50% of shoppers visiting less due to high prices, convenience must shift from “quick” to “credibly valuable” through assortment, trust, and elevated prepared food.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“Convenience is shedding its vice-based past: as price fatigue bites, label literacy surges, EVs curb pump trips, and GLP-1 reshapes appetites, shoppers now define value as wellness, credibility, and time well spent. The future belongs to retailers who turn quick stops into trusted health-and-habit hubs—transparent ingredients, Better-For assortments, elevated prepared food, and experiences that reward purposeful dwell. Design for intention over impulse, and convenience becomes the most accessible front door to everyday vitality.”
–Chris Costagli
Vice President, Thought Leadership F&B Insights Lead, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
