Rise of the lighter shopper: shift in buying benefits convenience

The latest findings highlighted by Lumina Intelligence Convenience Tracking Programme reveal a shift towards lighter shopping trips, the impact of weather on daytime meal occasions, and strategic growth in forecourt impulse purchases driven by expanded meal deal offerings.

The Convenience Tracking Programme has uncovered significant shifts in the UK's convenience shopping landscape, indicating a continued rise in market penetration with a notable trend towards "lighter" shopping. The number of shoppers in the market has grown, with an impressive +2.8 percentage point increase in year-on-year penetration. Managed convenience channels are driving much of this growth, reflecting heightened consumer interest in convenience store options.

However, while more shoppers are making trips to convenience outlets, they are increasingly favouring lighter shopping trips. The data indicates a -10 per cent decrease in items per trip, paired with a modest -0.4 per cent decline in total spend per visit. This shift suggests a consumer preference for smaller, more frequent purchases as opposed to larger basket sizes, with customers prioritising efficiency and value.

The data also revealed an increase in share for daytime meal occasions, rising by +0.8 percentage points. This shift is partly due to a rebalancing in food-to-go purchases, which peaked last year during an extended period of favourable weather. This year’s comparatively poorer weather has driven shoppers to consume more meals at home, leading to a greater focus on in-home meal preparation. Consumers are purchasing ingredients and essentials to make meals at home, highlighting a sustained demand for convenient meal solutions that align with at-home dining.

In an otherwise stabilised market, forecourts have emerged as a unique growth channel for impulse purchases, registering a +1.3 percentage point increase year-on-year. Meal deals have been a pivotal driver of this growth, up +4.1ppts as a reason for purchasing on impulse. Leading forecourt operators, including BP and Shell, have expanded meal deal offerings in partnership with established retailers, delivering enhanced value and variety to time-pressed consumers. This strategic move addresses the evolving needs of busy shoppers, who are seeking quick, affordable meal solutions.