Consumer Segment: BFY (Better For You) and Loyalty

Posted by Cathy Harms on Mon, Apr 06, 2015 @ 07:48 AM

Pick_Orange_1 There are tons of consumer segments. You can sort them by age, gender, location, and even hair color and marketing experts try to explain why each segment responds differently to various marketing strategies including email, text, mailings, radio and TV, just to name a few.

In the January issue of Convenience Store News, there was a new segment that I had never heard of before - BFY - Better For You Segment.  This segment was identified by General Mills in consumer surveying. What's interesting are the details behind the product types that are important to this segment.

What is Better For You?

  • Fresh
  • Heart Healthy
  • Reduced/Low/No Fat
  • Baked, Not Fried
  • Whole Grains
  • Less Processing
  • Reduced/Low Sugar
  • High in Protein
  • High In Fiber

Here's what it's not.

  • Athletic Performance
  • Gluten-Free
  • Vegetarian or Vegan
  • Fits a Diet Plan
  • Helps Me Lose Weight
  • Fills Me Up
  • High In Calcium
  • Gives Me Energy
  • Pre-Portioned Package

This new BFY segment has had some impressive growth:

  • Grew 44% in average unit sales in 2014 according to McLane Co Inc.
  • Consumption of fresh foods grew 20% between 2003 - 2013 - NPD Group
  • 6 in 10 shoppers would like c-stores to carry more healthy foods - Minter
  • 20% of consumers "strongly agree" they would shop a c-store more often if it carried BFY products.

To learn more about the interest in weight management in c-stores, read our recent blog "What's on Your C-Store Shopper's Mind? Weight Management." To read specifically about how to use this information to attract more women into your c-store, check out our blog post, "How to Convert Women into Customers for Your C-Store."

We know BFY is important to focus on, but there is more to driving customers into your c-store. You can have the freshest healthiest food in the world, but until you tell your customers about it, they will never know.  Pump signage, store window signage and loyalty programs all help drive customers into the store.  Utilizing new beacon technology can share your story as soon as someone enters the pump area.  The key is to get connected to your customer.  The easiest way is through a loyalty program.  You are given the ability to connect and your customer will receive benefits just for allowing that connection.

Learn more by dowloading our Ultimate C-Store Guide to Loyalty!

Ten Tips for Customer Rewards Program Success


Tags: Loyalty Marketing