Unlock Opportunities

in Independent
Convenience Retail
The convenience retail market is highly
fragmented, which poses challenges for
CPG manufacturers seeking to optimize
their sales in this lucrative industry. It
requires first an understanding of the
store-by-store opportunities available and
then the ability to execute against those
opportunities through merchandising and
promotional strategies.

As the industry rebounds decisively from

the pandemic-induced slowdown, brands
need to focus on ensuring they have the
right assortments, pricing and promotions
in each c-store location.

Industry Overview

The c-store industry 80% of the nation’s

included 148,026 locations c-stores are operated by
at the beginning of 2022. independent owners.

165M Consumers visit a

C-stores generated
convenience store every
$227.9 billion in in-store
day and usually consume
sales in 2021.
products within one hour.

Market Insights:
Fuel
Fuel Prices
Average fuel prices have increased
between 35% for premium and 62.2%
for diesel since the beginning of the
year, with mid/plus up 45.5% and
regular up 51.7%.

Regular Mid/Plus Premium Diesel

$6

$5
Price

$4

$3
05/09/22

05/16/22

05/23/22

05/30/22

06/06/22

06/13/22

06/20/22

06/27/22

07/04/22

07/11/22

07/18/22

07/25/22

08/01/22

08/15/22
08/08/22

Week

Regular gasoline peaked at $4.99/gallon at the beginning of June. Fuel

prices have now declined for 6 weeks straight. Regular gas is down -13%
from the begging of July, however prices are still over $1.00 more than
they were a year ago. OR In Q2, inflation left consumers hesitant to spend.
Fuel trips were down 0.2% compared to the year average, and gallons
pumped per transaction are down 12%

Market Insights:
Packaged
Beverages
Revenue per Store per Month
Packaged beverage revenue per store was up about 3.5% in July,
compared with July 2021.

$20,000
Revenue Per Store

$15,000

$10,000
05/2022
05/2021

06/2022

07/2022
06/2021

07/2021

09/2021

10/2021

11/2021

12/2021

01/2022

02/2022

03/2022

04/2022
08/2021

Month/Year

Top Product Launches

(Highest distribution within the Skupos network in the first 12 weeks)

Product Launch Date Distribution

Monster Aussie Lemonade 1/25/2022 58.9% 65%

Coke Starlight 2/11/2022 54.0%

Coke Starlight Zero Sugar 2/11/2022 45.2% Monster Aussie

Lemonade had revenue
Gatorade G Fit Tropical Mango 2/3/2022 43.9% that was 64.9% higher
than the No. 2 product
Gatorade G Fit Watermelon 2/3/2022 43.6% launch, Coke Starlight.

Top-Growing Subcategories

Subcategory Average % Change YOY

Carbonated Soft Drinks 4.7%

Juice/Juice Drinks 4.0%

Enhanced Water 1.7%

Sports drinks was the
top-growing subcategory Water 1.2%
among packaged
beverages by 5.9%. Iced Tea 1.0%

Market Insights:
Salty Snacks
Revenue per Store per Month
Salty Snacks revenue per store was up about
15.2% in July, compared with July 2021.

$3,500

$3,000
Revenue Per Store

$2,500

$2,000
05/2021

06/2021

09/2021

10/2021

11/2021

12/2021

01/2022

02/2022

03/2022

04/2022

05/2022

06/2022

07/2022
07/2021

08/2021

Month/Year

Top Product Launches

(Highest distribution within the Skupos network in the first 12 weeks)

Product Launch Date Distribution

Ruffles Flamin’ Hot Cheddar 01/27/2022 23.5%

& Sour Cream
75%
Cheetos Crunchy Cheddar 1/31/2022 13.4%
Jalapeño Cheese Flavored
Snacks
Ruffles Flamin’ Hot
Cheez-It Puff’d White 1/11/2022 13.3% Cheddar & Sour Cream
Cheddar Snack Crackers had nearly triple the
revenue of the No. 2
Cheez-It Puff’d Double 1/11/2022 12.9%
product introduction,
Cheese Snack Crackers
with about 75% more
6.9% store distribution.
Cheetos Baked Crunchy 2/26/2022
Flamin’ Hot

Top-Growing Subcategories

Subcategory Average % Change YOY

Tortilla/Corn-Chips 10.4%

Puffed Snacks 10.3%

Potato Chips 9.7%

Tortilla chips and puffed
snacks both experienced Packaged 9.0%
year-over-year growth Ready-To-Eat-Popcorn
of more than 10%.
Crackers 8.4%

Market Insights: n d y
C a
Candy
Revenue per Store per Month
Candy revenue per store rose about 2.8%
in July, compared with July 2021.

$3,000
Revenue Per Store

$2,500

$2,000
05/2022
05/2021

06/2022

07/2022
06/2021

12/2021
07/2021

09/2021

10/2021

11/2021

01/2022

02/2022

03/2022

04/2022
08/2021

Month/Year

Top Product Launches

(Highest distribution within the Skupos network in the first 12 weeks)

5x
Product Launch Date Distribution

C4 Energy x Skittles 1/6/2022 19.4%

C4 Energy x Skittles generated
Kit Kat Duos Strawberry 1/13/2022 16.2% five times the revenue of the
King Size second-biggest new product
introduction, with only 19%
Kit Kat Duos Strawberry + 1/12/2022 9.4% more store distribution.
Dark Chocolate

Top-Growing Subcategories

Subcategory Average % Change YOY

Gum 3.5%

Chocolate Bars/Packs 3.0%

Gum and breath mints were Non-Chocolate Bars/Packs 2.3%

the fastest-growing
subcategories, year over year, Change Makers/Penny
perhaps reflecting a slowdown Counter Goods/Bulk Candy -2.9%
during the pandemic in the
preceding year. Novelties -5.8%

Skupos Offers C-Store

Access, Insights, & Visibility
Skupos is America’s largest independent c-store network, offering
enterprise brands access and insights to the diverse and fragmented
independent segment of the c-store universe.

“ We’re able to drive distribution in

a huge section of the marketplace. $215 million
We provide access to stores that Skupos tracks $215
previously were inaccessible.
— JAKE BOLLING, CEO of Skupos
” million in sales per day.

15,000+ Skupos offers access to

The Skupos network SKU-level data that provides
includes 15,000+ intelligence on product performance,
independent uncovers ROI and allows
c-store locations. comparisons with competitors.
$

Skupos creates programs that Retailers leverage Skupos to

encourage retailers to carry, drive sales by discovering and
correctly price and promote actioning gaps in distribution
your ideal product mix. and growth opportunities.

Visit Skupos today to learn

more about how to optimize
your c-store performance