What are consumers currently looking for when they make their food choices?

From what we have seen since the NACS Show 2024, a clear trend has emerged across the convenience retail landscape—functionality is a driver in food and beverage innovation. From protein-enriched drinks to caffeinated bars, energy bites and tablets, convenience store offerings are evolving to meet consumers’ growing demand for additional benefits.

Today’s shoppers are seeking more than just sustenance—they’re looking for products that support immunity, gut health, hydration, energy and relaxation. Ingredients like vitamins, probiotics and adaptogens are becoming mainstream as consumers increasingly prioritize wellness in their everyday food choices. 

At Rich’s, we’ve developed products that meet this demand for functional benefits. Our self-serve f’real Blue Raspberry and Strawberry Watermelon Energy Freezes are designed to refresh and energize—containing the caffeine equivalent of a cup of coffee. Additionally, our hickory smoked bar-b-que pulled pork is both delicious and packed with protein. 

How does that desire for better-for-you translate into the c-store?

This shift has prompted c-stores to expand their offerings to include items with functional benefits for a wider range of options, such as gluten-free, plant-based or even added vegetables. 

Rich’s offers a gluten-free cauliflower pizza crust, which hits multiple better-for-you categories. Additionally, we offer our Happy Orchard Banana Chocolate Chip Muffin Loaf, Chocolate Fudge Brownie and Chocolate Chip Cookie, which have fruits and vegetables baked into them. 

Many consumers are still satisfying their cravings with classic potato chips and bagged candy, but both Gen Z and Gen A are strongly indicating that healthier options often enter their consideration set. They look for clean-label, pronounceable and familiar ingredients, and often have a list of ingredients they prefer to avoid, like artificial colors.

Is there a certain time of day when consumers are more inclined to go for better-for-you foods rather than more indulgent foods?

Consumer interest in better-for-you foods doesn’t follow a strict schedule—actually, it often overlaps with moments of indulgence. Mornings and mid-afternoons tend to be peak times for functional choices like protein drinks, energy bars or items with added vitamins and probiotics, but these selections are frequently paired with more traditional or indulgent items. For example, it’s not uncommon for a shopper to grab an energy drink alongside a muffin or breakfast sandwich.

This reflects the broader trend that consumers want balance. They want products that can satisfy a craving while also delivering added value, whether that’s energy, satiety or nutritional support. C-stores should consider curating assortments that allow for both, offering functional benefits without compromising on flavor or comfort. The key is product versatility.

What are some ways that c-store operators can bring those better-for-you benefits into their foodservice menu? 

There are a couple of actionable steps that operators can take. First, they can incorporate functional ingredients into their menus and core offerings. This includes ingredients like lean proteins, whole grains, probiotics, adaptogens and plant-based alternatives. Think protein-packed breakfast wraps, whole grain or gluten-free pizza crusts, sandwiches with high-protein fillings or smoothies with added vitamins or collagen.

Second, offer customization. Allow customers to personalize their meals by choosing a high-protein base, adding nutrient-rich toppings or selecting low-sugar sauces. This not only supports dietary preferences but also enhances perceived value.

How can a c-store offer high-quality products and compete with QSRs with a limited staff to devote to foodservice? 

The key to delivering QSR-quality food lies in smart operational strategies. Operators can invest in high-efficiency equipment, streamline the menu and partner with suppliers to source high-quality, preportioned or ready-to-assemble ingredients. 

Rich’s offers multiple fully finished meal options that come frozen and just need to be cooked, like its fully topped cheese pizza or its fully topped flatbreads. Other options are thaw and serve, like Rich’s fully finished cinnamon rolls and donuts. These options reduce labor and help a retailer ensure consistency across products and locations.

Another way to achieve a high level of quality in foodservice without a lot of labor is to focus on grab-and-go. Rich’s offers a variety of grab-and-go options from sweet indulgent snacks, like its chocolate mousse parfait, to full meals, like Rich’s fully topped flatbreads which customers can easily heat and eat at home. By combining operational efficiency with quality and innovation from a supplier partner like Rich’s, c-stores can meet rising consumer expectations while keeping labor costs in check.