Article taken from TWC Group
For all the talk of changing shopper habits, one thing hasn’t gone anywhere: impulse is still alive and well in convenience retail.
According to recent research, 56% of shoppers say they often buy items on impulse in grocery stores. That’s a strong reminder that the physical store still plays a huge role in driving behaviour. Theatre, visibility and well-placed promotions continue to unlock spend, even as customers become more careful with their money.
The stores that do it best bring products to life, whether that’s through standout displays, clever positioning or simply making something feel new and worth trying. That’s where new product development, NPD, comes into play.
TWC’s June 2025 research shows that 16% of UK consumers would use independent convenience stores more if they introduced new products quickly. Independents already have the advantage here. They can move faster than larger chains, react to trends and give shoppers something different.
There’s always a risk with NPD, but the upside often outweighs the risks. Done well, it keeps the offer fresh, gives shoppers a reason to come back and helps stores stand out in a crowded market.
But while impulse remains important, there’s a bigger opportunity emerging, and it’s one that could reshape how independent stores are used day to day.
Many convenience stores have historically relied on a handful of core impulse categories, tobacco, lottery, newspapers and magazines. The challenge is that several of these are in long-term decline, which makes it harder to rely on impulse alone. Instead, the opportunity lies in tapping into clear shopper missions, and one of the most powerful right now is ‘meal for tonight’.
TWC’s research highlights that 18% of UK shoppers would use independent convenience stores more, or start using them at all, if the ‘meal for tonight’ offer improved. That’s not a small shift, it’s a meaningful change in how shoppers view the role of convenience.
When someone walks into a store to solve dinner, they’re not picking up one item. They’re looking for a solution. A main, something on the side, maybe a dessert or a drink. That naturally leads to bigger baskets and more cross-category sales. It also creates something impulse alone often can’t, repeat behaviour.
This is where retailers can play a decisive role. By curating clearer meal solutions for their retail customers, simplifying ranging decisions and supporting retailers with practical merchandising guidance, wholesalers can help stores move from “selling food” to “helping shoppers decide dinner”.
Simple actions such as:
- Clear signposting for meal solutions
- Stronger chilled ranges with easy-to-cook mains
- Linking sides, sauces and add-ons nearby
- Clear pricing and value cues to build confidence
These aren’t major overhauls, they’re practical tweaks that make decision-making easier for the shopper.
Crucially, focusing on the meal-for-tonight mission also helps reduce reliance on declining impulse categories. It shifts the store’s role from a place of last resort to a relevant, everyday food destination. Over time, this builds loyalty, increases visit frequency and future-proofs sales.
