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This age group, which includes Gen Z students, has a strong interest in the origin and sustainability of their purchases. They prefer organic and local products and are more likely to choose retailers that offer paper bags over plastic. However, despite their sensible shopping approach, impulse buying is still a common behavior among students, especially when it comes to snacks and confectionery for late-night studying. Therefore, convenience stores should focus on maximizing promotional spaces to compete with discounters and ensure they have a wide range of products that meet students’ needs.
Snacks play a significant role in students’ lives, and they are looking for more variety beyond traditional options. Healthy snacks such as popcorn, dried fruit, nuts, granola, and yogurt are in demand, as well as products that offer functional benefits and energy boosts. Sustainable products and those tailored to a vegan diet should also be available to capture the growing market in this area.
Rapid delivery services have become increasingly popular among Gen Z shoppers, with 27% of them buying groceries through these platforms. It is crucial for convenience stores to be listed on these services to attract younger shoppers. Cashback apps are another tool that provides budget-conscious students with opportunities to save money, so being listed on these apps can be beneficial for retailers.
Moreover, showing a proactive commitment to sustainability can also help retailers appeal to Gen Z consumers. With 73% of them willing to pay more for sustainable products, retailers who demonstrate their sustainability initiatives can build a loyal student customer base. Cross-promotions within the store, such as meal deals that include various categories like alcohol, frozen food, cakes, or confectionery, can also attract student shoppers.
Dietary needs should also be considered, as many students prefer cooking from scratch to accommodate different tastes and dietary restrictions. Retailers can offer ingredient packages to guide students in preparing their meals and group related products together in-store. Price-marked packs can give students the confidence that they are not overcharged and help build loyalty.
Although students may not be big spenders, getting the product range right and offering affordable, single-serve options can make them loyal customers. Brands that attract young adults, such as Rustlers, are ideal for convenience stores targeting student shoppers. Displaying impactful fixtures and providing clear options are key to catching Gen Z shoppers’ attention. Retailers can also promote lunchtime snacks, like crisps, snacks, and nuts, as these are popular choices for students on the go.
Health-conscious snacks are also in demand, with fruity and nutty options being preferred. Sharing bags can be a hit among students looking for nutritious snacks for social gatherings. Retailers near universities and student accommodations should anticipate increased footfall and prioritize food-to-go missions. Offering meal deals can satisfy the 53% of shoppers looking for such options. Easy and affordable staples like bread, tinned pulses, potatoes, and soups should be stocked alongside meal ingredients.
For convenience and value, quick and easy meals are important for students. Promoting products like Idahoan Perfect Mash pots and snack pots, juice drinks, and water can attract students who seek convenience and a good value for their money. Cleanliness is also significant, so ensuring a clean shopping environment and well-maintained shelves is crucial.
In summary, to effectively target Gen Z students, convenience stores should prioritize sustainability, offer a wide range of snacks and functional products, be listed on rapid-delivery services and cashback apps, and provide options for dietary needs. Cross-promotions, affordable options, and attention-grabbing displays are also important for appealing to this demographic.