Turning to retail behaviour, there’s a strong reminder that the store environment still matters enormously.
56% of consumers tell us they often buy items on impulse when shopping in grocery stores.
That should give confidence to wholesalers and retailers alike. Even in a more cautious spending climate, theatre, excitement, strong promotions and premium cues continue to drive incremental sales.
Impulse doesn’t happen by accident. It’s triggered by visibility, storytelling and the sense that a product offers something a little bit special. The winners will be those who combine value with inspiration.
TWC research (June 2025) found that 16% of UK consumers would use independent c-stores more if they launched NPD quickly (or quicker than other outlets) – independents are known for their agility and speed to react quickly to emerging trends. We know there is always risk associated to NPD…but there are benefits too.
Help with ‘meal-for-tonight’ could also be a game changer for independent convenience stores.
It is well known that wholesaler supplied independent convenience stores have relied on several core impulse categories for decades – and many of those categories are in long-term decline.
This includes categories like tobacco, lottery, newspapers and magazines.
Understanding where independent convenience stores should focus on can be difficult – but recent consumer research from TWC highlights a potentially very attractive mission in high demand from shoppers – help with ‘meal for tonight’.
18% of the UK population say they’d use independent convenience stores more (or at all) if they focused on their ‘meal for tonight’ offer.
For wholesalers and independent convenience retailers alike, this insight should not be underestimated. “Meal for tonight” is not just another category opportunity – it is a mission that drives frequency, basket size and relevance.
When shoppers visit a convenience store to solve tonight’s meal, they are not looking for a single item. They are looking for solutions: a main, something to go with it, and often a treat or top-up. That means larger baskets than traditional impulse-led trips and a far greater opportunity to trade shoppers across chilled, ambient and fresh categories.
Independent convenience stores are uniquely well placed to win in this space. Their proximity, speed and local understanding already align with how people shop for tonight’s meal – especially midweek, when time pressure is high and major supermarket trips feel like too much effort. What has often been missing is confidence, range clarity and visibility.
This is where wholesalers 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 of meal solutions
- Stronger chilled ranges for easy mains
- Link-selling sides, sauces and accompaniments
- Clear value cues and price-marked options can dramatically improve shopper confidence and conversion.
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.
In a market where 18% of shoppers say they would use independent convenience stores more if their meal-for-tonight offer improved, the opportunity is clear. For wholesalers and retailers willing to act, helping shoppers answer one simple question – “What’s for dinner?” – could be a genuine game changer.
Read more headlines from our first wave of Channel Track results on hospitality performance here.
