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Customer Demographics Keep C-Stores On The Sidelines Of the Natural/Organic Foods Trend

July 5, 2011: 07:12 PM EST
Natural and organic foods are growing in popularity among mainstream consumers, and supermarkets and mass-market retailers are hustling to meet the demand, but convenience stores have been reluctant to jump on the bandwagon. True, C-stores have been offering more fresh and local foods and snacks. But does the average gas station customer really care whether there’s a wide choice of natural and organic foods available in the quicky mart? Not yet, according to Timothy Powell, research director at Technomic Inc. C-stores, he says, are probably the last place customers expect to see natural and organic, and are less likely to trust the quality of the products anyway. Natural and organic food buyers tend to be high-end, affluent and mostly female customers – not your typical C-store food patrons.
Erin Rigik, "All Aboard the Organic Bandwagon", Convenience Store Decisions, July 05, 2011, © Harbor Communications
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