Snack Smart, Sell More
C-stores selections are evolving, and it may be for the better-for-you
Long synonymous with chip, candy and soda runs, c-stores are adapting to a new consumer demand: balance. Modern c-store consumers are now seeking both indulgent and better-for-you options at their gas-station-stops, calling on c-stores to up their options in the aisles.
From pit stop to power stop
Shoppers seek a blend of those comforting, maybe not-so-better-for-you selections and healthier options that check nutrient-rich boxes. Successful, forward-thinking c-stores are answering that moment. Major chains like 7-eleven, Wawa, Sheetz and Kwik Trip are reimagining their foodservice programs with fresh salads, wraps, smoothies and protein-rich snacks that cater to wellness-minded shoppers looking for a satiating solution.1 The pit stop for indulgence now doubles as a stop for better-for-you, crave-worthy options.
A little better goes a long way
When it comes to food at convenience stores, “healthy” isn’t one-size-fits-all. For c-store operators, healthy choices are a proven traffic driver 2, but success depends on understanding that “healthy” exists along a spectrum from functional and high-protein to simply, it’s a little bit better-for-you. The winning formula isn’t about abandoning comfort foods, it’s about catering to a wider range of need states that capture more eating occasions.
Foodservice:
- C-stores are elevating made-to-order programs with fresh sandwiches, customizable wraps, smoothies and fruit cups.
Retail:
- Shelves are expanding beyond traditional chips and candy to include protein snacks, yogurt, bottled smoothies, plant-based beverages and functional drinks.3
When incorporating healthier options, c-stores shouldn’t chase every niche health trend. As health is a moving target, items positioned as healthy will differ from one consumer to another. High-in-protein might work for one guest, whereas vegetarian appeals to another.2 Operators that keep healthy options simple and straightforward are most likely to win.
GLP-1s are calling, they want c-stores to step up their game
Surprisingly, c-stores are a big friend to GLP-1 users, and catering to these users' dietary needs is a significant opportunity. GLP-1 users shop convenience stores five times more often than non-users, and their visit frequency remains consistent even after beginning medication.4 These shoppers are drawn to the portion-controlled, nutrient-dense, and single-serve foods that are already core to c-store success. Operators should prioritize balanced, functional options and cater to those shoppers that seek food to help them feel good and stay on track.
Healthy and craveable can coexist
With Smucker Away From Home brands like Jif To Go® and Smucker’s® Uncrustables® sandwiches, operators can serve fare that checks the “better-for-you" box while still delivering the flavor, comfort and convenience C-store shoppers crave.
Jif To Go: Protein that goes where they go
- Each single-serve Jif To Go cup delivers 7–9 grams of protein in a portion-controlled, mess-free format. Works as an add-on to bagels or pastries or packaged in grab-and-go protein boxes with veggies or pretzel cups. Available in creamy and natural varieties, backed by America’s #1 peanut-butter brand.
Smucker’s® Uncrustables® sandwiches: Packed with nutrients, wrapped in in familiarity
- A power player in both AM and PM snacking. Pre-packaged, portable, and instantly recognizable, these sandwiches hit impulse-buy triggers while offering protein and whole grains alongside creamy peanut butter and sweet jam.
Don’t pick sides, offer both
Ultimately, the c-store of the future isn’t defined by healthy versus indulgent; it’s defined by choice. Shoppers want permission to pick what suits their moment the most—whether that’s a protein-packed snack or a sweet treat. Operators who embrace this duality will see more trips and higher satisfaction all while meeting modern dietary preferences.
1 Forbes, “Appetite for Healthy Grab-and-Go Options Reshaping Convenience Stores” (March 2025)
2 Technomic C-Store Consumer Whitepaper: Driving Value, Driving Traffic (August 2024)
3 C-Store Dive, “9 Trends for C-Stores to Watch in 2025” (January 2025)
4 CSP, “GLP-1 Consumers 5 Times More Likely to Shop at Convenience Stores Than Non-Users” (October 2025)
