As consumer habits change, convenience stores have had to evolve in order to remain competitive against the multiples. But one mission that has remained consistent throughout is top-up shopping; from bread and washing-up liquid to ‘meal for tonight’, top-up shopping is one of the key occasions for many independent retailers
The biggest drivers of top-up shopping are time-poor consumers after quick solutions. According to Lumina Intelligence consumers are visiting convenience stores more often – around two to three times a week – with planned top-up missions, although the number of items they are purchasing has decreased slightly.
Furthermore, the report also showed that young shoppers primarily visit convenience stores for food-to-go, meal solutions and treat missions, while older shoppers visit for newsagent, core topping up shopping items, and increasingly meal solutions.
To capitalise on this occasion and retain their vital top up shoppers, retailers should stock trusted brands and create impactful displays to not only make the customer shopping experience smoother but increase basket spend with impulse purchases.
Food to Go & Meal for tonight
The TWC group recently compared the 2025 shop report from the Association of Convenience Stores (ACS) with its SmartView Convenience Market Read, which tracks sales performance across the independent (wholesaler-supplied) channel. The data showed that symbol groups tend to do better when it comes to fresh food, chilled ready meals, and food-to-go, whereas independents perform best in traditional categories such as confectionery, soft drinks, crisps & snacks, and tobacco. “We recommend that independents or retailers struggling with food-to-go sales refresh and realign their store ranges to reflect the changing shopper behaviours and mission trends. It is possible for independent retailers to offer a very credible food-to-go range, without needing a full foodservice hotfoot counter, says Tom Fender, Development Director at TWC.
With the ongoing consumer focus on healthier living, it’s important for retailers to stock a variety of nutritious options alongside ready meals to remain competitive. While it may take a while to build up your fresh fruit and vegetables, meats and sauces, Fender says there are many growth trends that independent retailers can jump on now, like sports nutrition, protein, and functional foods. In addition to this, with many millennials now drinking less, it’s important to offer low and no alcohol options to compliment a customer’s meal.
Competitive Pricing
Rising prices are a big challenge for convenience stores, with growing costs for groceries, sugar taxes and minimum wage. In addition to this, regulatory developments like HFSS (High Fat, Salt & Sugar) and tighter rules on single-use plastics and vapes, can make pricing competitively a difficult task. According to Mintel, convenience stores must prove their value for money by focusing on competitive pricing and cost-effective offerings.
This includes missions like meals for tonight, meal deals, food-to-go, and treat occasions, creating attractive pricing, whether that’s offers, PMP, or just clear pricing.
Top tips to up your top-up shopping from our retailers
- Place items that are commonly bought together in close proximity – eggs, milk, butter and bread should never be too far apart and chillers should have a strong selection of ready meals and fresh poultry
- Utilise price-marked-products as the clear price messaging is a good way to grab a customer’s attention
- Ensure products have clear pricing
- Use well-known brands that customers know and trust
- Clearly highlight products in your meal deal solutions to make the customer journey smoother – frustration in not being able to find products could reduce purchase
- Create a £1 shelf and keep it near the till to drive impulse buys
- Talk to your regular customers: find out what producers they need or turn to you for most
