Blacks and Convenience Stores - US

Published by: Mintel International Group Ltd.

Published: Feb. 1, 2012 - 87 Pages


Table of Contents

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The Black convenience store consumer
The teenage convenience store consumer
Convenience stores preferred by consumers
Items purchased at convenience stores
Marketing strategies
U.S. Black population
INSIGHTS AND OPPORTUNITIES
Product selection a key factor in luring Black consumers inside c-stores
Building brand equity and distinction requires customer care
Suburban c-stores should review Black migration from the city
Social media could help c-stores further connect with Black teens
INSPIRE INSIGHTS
Trend: “Cool Vending”
Trend: “A Simple Balance for Health”
THE BLACK CONVENIENCE STORE CONSUMER
Key points
Frequency of visiting convenience stores
Black men with household incomes of <$75K are the most frequent c-store shoppers
Figure 1: Frequency of visiting convenience stores, by gender and household income, December 2011
Black adults aged 35-54 are frequent c-store shoppers
Figure 2: Frequency of visiting convenience stores, by age and gender, December 2011
Expenditure at convenience stores
Black men aged 18-34 spend significantly more on non-gas purchases
Figure 3: Expenditure at a convenience store, including gasoline, by age and gender, December 2011
Upper-income Blacks spend far more on gas than non-gas items at c-stores
Figure 4: Expenditure at a convenience store, including gasoline, by household income, December 2011
Attitudes toward convenience stores
Black women aged 18-34 are the most likely to shop at c-stores while traveling
Figure 5: Attitudes toward convenience stores, by gender and age, December 2011
Consumer perception of convenience stores
Brand differentiation among c-stores lags among Black adults
Figure 6: Consumer perception of convenience stores, by age and gender, December 2011
Affluent Blacks are interested in entertainment kiosks at c-stores
Figure 7: What consumers would like to see at convenience stores, by household income, December 2011
Figure 8: What consumers would like to see at convenience stores, by age and gender, December 2011
Skipping the c-store comes down to price, selection for Blacks
Figure 9: Reasons for not shopping at convenience stores, by Black consumers, December 2011
THE TEENAGE CONVENIENCE STORE CONSUMER
Key points
Black teens are frequent shoppers at c-stores
Figure 10: Average number of times shopped at convenience stores in the last four weeks by Black teens, April
2010-June 2011
Three in four Black teens have shopped at a c-store in the past month
Figure 11: Convenience stores shopped at in the last four weeks, by race/Hispanic origin, April 2010-June 2011 .
Female Black teens are more likely to visit c-stores
Figure 12: Convenience stores shopped at in the last four weeks by Black teens, by gender, April 2010-June
2011
CONVENIENCE STORES PREFERRED BY CONSUMERS
Key points
Black adults are more loyal to branded convenience stores
Figure 13: Convenience stores where consumers have shopped at in the last four weeks, by race/Hispanic
origin, April 2010-June 2011
Black adults frequent c-stores slightly less than the total population
Figure 14: Frequency of shopping at convenience stores in the last four weeks, by race/Hispanic origin, April
2010-June 2011
Convenience store preferences among Black consumers
Convenience stores
Figure 15: Convenience stores where Black consumers have shopped at in the last four weeks, by region, April
2010-June 2011
Frequency
Figure 16: Frequency of shopping at convenience stores in the last four weeks by Black consumers, by age and
gender, April 2010-June 2011
Black consumers are not frequent shoppers at the c-stores they shop at
Figure 17: Likelihood of shopping at convenience stores in the past three months and frequency by Black
consumers, by household income, December 2011
Young Black men are the most likely to shop at both chain and independent c-stores
Figure 18: Likelihood of shopping at convenience stores in the past three months and frequency by Black
consumers, by age and gender, December 2011
ITEMS PURCHASED AT CONVENIENCE STORES
Key points
More than half of Black c-store consumers purchase lottery tickets
Figure 19: Gasoline and household items purchased at convenience stores by Black consumers, by age and
gender, December 2011
Black women are more likely to purchase food and drinks at c-stores
Figure 20: Food and drink Items purchased at convenience stores by Black consumers, by age and gender,
December 2011
Snack foods and soft drinks are key c-store products
Figure 21: Other items purchased at convenience stores by Black consumers, by age, December 2011
Black c-store shoppers are less likely to buy diet beverages
Figure 22: Types of non-alcoholic drinks purchased at convenience stores, by all consumers and Black
consumers, April 2010-June 2011
Black c-store shoppers prefer beer and coolers
Figure 23: Types of alcoholic drinks purchased at convenience stores, by all consumers and Black consumers,
April 2010-June 2011
Blacks who frequent c-stores enjoy lottery games
Figure 24: Other items purchased at convenience stores by Black consumers, by age and gender, December
2011
MARKETING STRATEGIES
Key points
TELEVISION
Circle K
Figure 25: Circle K, TV ad, September 2011
Speedway
Figure 26: Speedway, TV ad, October 2011
Speedway
Figure 27: Speedway, TV ad, June 2011
Wawa
Figure 28: Wawa, TV ad, June 2011
ONLINE
RaceTrac
ampm Mini Markets
U.S. BLACK POPULATION
Key points
U.S. population by race/Hispanic origin
Figure 29: Population by race and Hispanic origin, 2006-16
Figure 30: Population, by race/Hispanic origin, 1970-2020
Figure 31: Asian, Black, and Hispanic populations, 1970-2020
U.S. Black population
Generations by race
Figure 32: Generations by race, 2011
Black population by age
Population by age
Figure 33: U.S. Black population, by age, 2006-16
Figure 34: Population by age, 2006-16
U.S. Black geographic concentration
Figure 35: Black geographic concentration, by region, 2007
Black population by state
Figure 36: States with largest Black population, 2008
Population by geographic concentration
Figure 37: States with the highest share of Black residents, 2008
Black metros
Figure 38: Metropolitan status of Black households, 2006 and 2011
Figure 39: Top 10 metropolitan areas with the largest number of Black residents, 2006-08
Black purchasing power
Black income
Figure 40: Median household income, by race and Hispanic origin of householder, 2010
Figure 41: Household income distribution for all households and Black households, 2010
Income of Black households versus total U.S. households
Figure 42: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and
2008
Purchasing power by race/Hispanic origin
Figure 43: Purchasing power, by race/Hispanic origin, 1990-2015
Figure 44: Purchasing power, by race/Hispanic origin, 1990-2015
Figure 45: Top 10 states/regions with the largest share of Black buying power, 2010
Figure 46: Top 10 states, by rate of growth of Black buying power, 1990-2010
Black affluents
Black households
Figure 47: Average household size, by race/Hispanic origin/race of householder, 2001 and 2008
Figure 48: Presence and ages of children in the household, by race/Hispanic origin, 2011
Figure 49: Marital status, by race and Hispanic origin, 2011
Country of origin/heritage
African immigrants
Caribbean immigrants
Geographic location
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: RESEARCH METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy
APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence
Mintel Solutions:
Mintel Oxygen Reports
Mintel GNPD
Mintel Inspire
Mintel Beauty Innovation
Mintel Menu Insights
Mintel Research Consultancy
Mintel Comperemedia

Abstract

The convenience store (c-store) is a regular stop for Black consumers who rely on them for gasoline purchases and a variety of products and merchandise. Black adults are more likely to visit a c-store than any other ethnic group, with Black men being the most active c-store visitors. Mintel also found that Black teens frequent c-stores more often than the average respondent, demonstrating that Blacks of all ages are prime c-store consumers and these retailers can benefit greatly from marketing to this ethnic group.

Location, price, and cleanliness are some of the key factors in determining whether or not Black consumers will make a purchase other than gasoline, which accounts for a large percentage of the average customer receipt at a c-store. Luring the Black consumer into the store through a variety of methods, including customer rewards programs, enhanced product selections of particular appeal to this audience, and providing a positive customer experience, could reap large dividends for the c-store owner.

This report focuses on Black consumers’ attitudes and preferences toward c-stores, including:

the key reasons why Black adults make purchases at c-stores, and their frequency of store visits
how Black teens shop at convenience stores and view these quick-visit retailers
c-store innovations and product specialization that are likely to appeal to Blacks
outlets visited most frequently, and what Black consumers wish to purchase in c-stores
what operators are doing to increase sales at their stores, through social media and advertising to Black consumers
what prevents Black consumers from frequenting a c-store.

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