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US Hispanics and Convenience Stores Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Hispanics and Convenience Stores market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

For the purposes of this Report, Mintel defines convenience stores as establishments that retail a limited line of goods, primarily groceries and ready-to-consume beverages and snacks, in easily accessible locations. The majority of convenience stores also sell motor fuel.

According to the National Association of Convenience Stores (NACS), common characteristics of convenience stores include:

  • Building size of less than 5,000 square feet
  • Stock of at least 500 stock keeping units (SKUs)
  • Off-street parking and/or convenient pedestrian access
  • Extended hours of operation with many open 24 hours a day, seven days a week

Findings in this Report can be supplemented by analysis presented in Mintel’s Reports such as Convenience Stores – US, March 2018, Black Consumers and Convenience Stores – US, April 2018, as well as Reports from Mintel’s Retail and Multicultural libraries. Moreover, while it will discuss convenience store foodservice, this will not be a central area of focus. Mintel’s Convenience Store Foodservice – US, March 2018 is an important companion to this Report that focuses specifically on foodservice.

Expert analysis from a specialist in the field

Written by Juan Ruiz, a leading analyst in the Hispanic Insights sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The convenience store (c-store) category is facing headwinds affected by lower margins due to an increasingly competitive retail landscape and declines in motor fuel prices over the past few years. As the category aims to find its own identity – one that may go beyond just convenience – it can’t ignore Hispanics. Hispanics visit c-stores more frequently and over index for shopping at most of the top c-stores. Juan Ruiz
Director of Hispanic Insights

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Hispanics consider c-stores commodities
              • Figure 1: Hispanics’ attitudes toward c-stores, February 2018
            • The value of convenience
              • Figure 2: Factors influencing Hispanics in their c-store selection, February 2018
            • The opportunities
              • Product areas outside of primary drivers could increase Hispanic visitation
                • Figure 3: Reasons Hispanics visit c-stores, indexed to all, February 2018
              • Defining the sources of differentiation
                • Understanding cultural nuances
                  • Figure 4: Factors influencing Hispanics in their c-store selection, February 2018
                • What it means
                • The Market – What You Need to Know

                  • There are four segments of Hispanic c-store shoppers
                    • It’s a competitive market
                      • Hispanic flavors can help c-stores stand out
                        • It is a young market
                          • Hispanics are bilingual
                            • Hispanics are value-oriented
                              • A healthy labor market means Hispanics are commuting
                                • Low gas prices start inching higher
                                • The Hispanic C-store Shopper

                                    • Not all Hispanics are the same
                                        • Figure 5: Convenience store Hispanic shopper segments, February 2018
                                      • Selective Hispanic Shoppers (27%)
                                        • Opportunities
                                          • Characteristics
                                            • Figure 6: Profile of Selective Hispanic Shoppers, February 2018
                                          • Hispanic Convenience Searchers (26%)
                                            • Opportunities
                                              • Characteristics
                                                • Figure 7: Profile of Hispanic Convenience Searchers, February 2018
                                              • Mixed Hispanic Shoppers (19%)
                                                • Opportunities
                                                  • Characteristics
                                                    • Figure 8: Profile of Hispanic Mixed Shoppers, February 2018
                                                  • Occasional Hispanic Shoppers (28%)
                                                    • Opportunities
                                                      • Characteristics
                                                        • Figure 9: Profile of Occasional Hispanic Shoppers, February 2018
                                                    • Market Perspective

                                                      • Hispanics make multiple weekly shopping trips
                                                        • Figure 10: Hispanics’ frequency of shopping, by location, July 2017
                                                      • Hispanic flavors resonate with Hispanics
                                                        • Figure 11: C-store concept interest, by race and Hispanic origin, indexed to all, January 2018
                                                    • Market Factors

                                                      • Hispanics are young
                                                        • Figure 12: Distribution of population, by age and race/Hispanic origin, 2018
                                                      • Hispanics can go back and forth between English and Spanish
                                                        • Figure 13: Language(s) Hispanics speak at home, July 2016-August 2017
                                                        • Figure 14: Language(s) Hispanics speak at home, by age, July 2016-August 2017
                                                      • Hispanics’ median household income is lower
                                                        • Figure 15: Median household income, by race and Hispanic origin of householder, 2016
                                                        • Figure 16: Household income distribution, by race and Hispanic origin of householder, 2016
                                                      • Improving labor market may keep Hispanics commuting
                                                        • Figure 17: Unemployment rate (seasonally adjusted), by Hispanic origin, January 2007-January 2018
                                                      • While increasing a bit, gas prices remain low
                                                        • Figure 18: US gasoline and diesel retail prices, January 2007-February 2018
                                                    • Key Players – What You Need to Know

                                                      • Hispanic shoppers can make a difference
                                                        • Lottery can bring Hispanics to the store
                                                          • Tobacco is losing importance as a source of revenue
                                                            • Hispanics spending more time in transit
                                                              • Apps competing for attention
                                                              • What’s Happening?

                                                                • Most visited stores over index for having Hispanic shoppers
                                                                  • Figure 19: C-stores Hispanics shopped at in the last four weeks, indexed to all, October 2016-November 2017
                                                                  • Figure 20: C-stores Hispanics shopped at in the last four weeks, by region, October 2016-November 2017
                                                                • Examples of Hispanic-targeted initiatives
                                                                  • 7-Eleven
                                                                    • ampm Mini Markets
                                                                      • Hispanics buy lottery more frequently
                                                                        • Figure 21: Hispanics’ past 12 month lottery purchases and frequency, indexed to all, October 2016-November 2017
                                                                    • What’s Struggling?

                                                                      • Tobacco as a revenue source
                                                                        • Figure 22: Incidence of Hispanics smoking cigarettes, by language spoken at home and Hispanic origin, October 2016-November 2017
                                                                    • What’s Next?

                                                                      • Hispanics spend time commuting
                                                                        • Apps for everything
                                                                        • The Consumer – What You Need to Know

                                                                          • It is hard for c-stores to stand out
                                                                            • Hispanics are frequent c-store visitors
                                                                              • Gasoline and food drive Hispanics’ c-store visits
                                                                                • No strong consensus in what improvements Hispanics would like to see
                                                                                  • Hispanics are less likely to use reward or loyalty programs
                                                                                  • C-store Visitation

                                                                                      • It is challenging for c-stores to gain favoritism
                                                                                        • Figure 23: Hispanics’ c-store favoritism, February 2018
                                                                                      • Hispanics over index for shopping at c-store chains without gas stations
                                                                                        • Figure 24: Types of c-stores Hispanics visit, indexed to all, February 2018
                                                                                      • Hispanic women less engaged in the c-store
                                                                                        • Figure 25: Types of c-stores Hispanics visit, by gender and age, February 2018
                                                                                        • Figure 26: Types of c-stores Hispanics visit, by employment status, February 2018
                                                                                    • C-store Visitation Frequency

                                                                                        • Hispanics more likely to visit c-stores frequently
                                                                                          • Figure 27: Frequency at which Hispanics visit c-stores, indexed to all, February 2018
                                                                                        • Which Hispanics drive visitation frequency?
                                                                                          • Figure 28: Frequency in which Hispanics visit c-stores, by key demographics, February 2018
                                                                                      • Reasons for C-store Visitation

                                                                                          • Gasoline and food drive Hispanics’ c-store visits
                                                                                            • Figure 29: Reasons Hispanics visit c-stores, indexed to all, February 2018
                                                                                            • Figure 30: Reasons Hispanics visit c-stores by types of c-stores Hispanics visit, February 2018
                                                                                          • The convenience of non-traditional c-store categories
                                                                                            • Figure 31: Reasons Hispanics visit c-stores – To buy household goods or personal care items, by key demographics, February 2018
                                                                                          • Lack of trust may hinder lottery sales
                                                                                            • Figure 32: Reasons Hispanics visit c-stores – To buy lottery tickets, by key demographics, February 2018
                                                                                          • Connecting the c-store with the restaurant
                                                                                            • Figure 33: Reasons Hispanics visit c-stores – To visit a restaurant within the convenience store, by key demographics, February 2018
                                                                                        • Factors Influencing C-store Selection

                                                                                            • Convenience puts the “C” in c-store
                                                                                              • Figure 34: Factors influencing Hispanics in their c-store selection, February 2018
                                                                                            • The value of convenience increases with household income
                                                                                              • Figure 35: Factors influencing Hispanics in their c-store selection, by household income, February 2018
                                                                                              • Figure 36: Factors influencing Hispanics in their c-store selection, by level of acculturation, February 2018
                                                                                          • Desired C-store Improvements

                                                                                              • Hispanics want more food variety and familiarity
                                                                                                • Figure 37: Factors influencing Hispanics in their c-store selection, February 2018
                                                                                              • With limited resources, where can c-stores start?
                                                                                                • Figure 38: TURF analysis – C-store improvements Hispanics find appealing – Top five, February 2018
                                                                                                • Figure 39: TURF analysis – C-store improvements Hispanics find appealing - All, February 2018
                                                                                              • Who would like healthier foods?
                                                                                                • Who’s the core target market?
                                                                                                  • Healthy yes, but tasty, too
                                                                                                    • Beware of pricing healthy foods out of range
                                                                                                      • Figure 40: Hispanics who would like healthier foods, by key demographics, February 2018
                                                                                                  • C-store Reward and Loyalty Programs

                                                                                                      • Hispanics are less likely to use reward or loyalty programs
                                                                                                        • Figure 41: Hispanics’ use of shopper reward/loyalty programs or discount cards – Last four weeks, indexed to all, October 2016-November 2017
                                                                                                      • The challenges of transforming appeal into action
                                                                                                        • Figure 42: Hispanics’ interest in joining a convenience store loyalty program, February 2018
                                                                                                        • Figure 43: Hispanics’ interest in joining a convenience store loyalty program, by key demographics, February 2018
                                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                                      • Data sources
                                                                                                        • Consumer survey data
                                                                                                          • Abbreviations and terms
                                                                                                            • Abbreviations
                                                                                                              • Terms
                                                                                                                • A note about acculturation