HEALTH & BEAUTY CARE
Cultivating the C-store HBC Habit The convenience channel can build on recent momentum with a heightened focus By Renée M. Covino
has newfound respect in the convenience channel. Once overlooked, the category has garnered more attention since the onset of the COVID-19 pandemic, which has led consumers to look at c-stores differently.
HEALTH AND BEAUTY CARE (HBC)
“When c-stores were deemed as essential businesses during the pandemic, they were often some of the only places for consumers to turn to meet their everyday needs,” said Michelle Ridder, director of category management for Lil’ Drug Store Products Inc., based in Cedar Rapids, Iowa. “Now that consumers know [health and beauty care] can be found in c-stores, we believe some will keep this habit.” The initial hook was need-based products, according to Katherine Policelli, business analyst with Cadent Consulting Group, based in Wilton, Conn. Consumers who have a need and require an immediate solution, such as an OTC medication, skin care product or shampoo, are the logical
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target for c-store HBC, she told Convenience Store News. “These products offer the best opportunity to increase category margin for c-stores.” Last year, average sales per store of HBC were up 4.2 percent, compared to 1.3 percent category growth in 2019, according to the latest Convenience Store News Industry Report. The HBC segments with the largest sales growth included grooming aids, vitamins/supplements, and cough/cold remedies. But that only tells part of the story, especially now that convenience retailers have embraced more widespread HBC category trends. And industry experts have ideas for how they can build on the recent momentum and keep the sales growth going.
Performers With Staying Power HBC items with staying power include both core and non-traditional segments. First off, there’s been an “increased reliance on the basic, core HBC items,” according to Policelli. Cadent Consulting gives high marks to key areas
