Convenience Stores Matter: Using Consumer Data to Improve Local Health Communication Planning

Theoretical Background and research questions/hypothesis: To create greater access to healthier environments, awardees funded by the Centers for Disease Control and Prevention (CDC) Division of Community Health (DCH) are implementing population-based strategies across various settings and tailored to community needs. These awardees are implementing evidence-based strategies to improve the health of communities and reduce the prevalence of chronic disease. Some awardees work with local convenience stores to improve community health. Addressing the community component of the Socio-Ecological Model, this presentation explores why convenience stores can be important partners. 

Methods: Secondary data analysis was conducted using Nielsen’s Scarborough Multi-Market data, collected from 200,509 adults in 77 designated market areas (DMAs) from Aug 2014-Oct 2015. Demographic, convenience store purchase, and tobacco and other nicotine purchase variables were analyzed. Analyses were also conducted on DMA-specific data, focusing on select CDC-funded awardee markets. Localized data summaries, including maps that were developed to identify geographic priority areas were shared with local community health program staff.

Results: 76% of U.S. adults live in households where someone made at least one purchase at a convenience store in the past seven days. This did not significantly differ by household income. Specifically, 26% of households bought snack food or candy while 15% bought some other food. 27% of households bought a non-alcoholic beverage while 14% bought cigarettes or another tobacco product. Convenience stores were the most popular place to buy tobacco and other nicotine products (e.g., cigarettes, cigars, chewing tobacco, e-cigarettes), followed by grocery stores (5%), tobacco discount (4%), and specialty shops (4%). Localized data used to inform community health program development and communication strategies will be presented.

Conclusions: Consumer market data confirmed convenience stores as an important place of purchase for a range of products germane to chronic disease prevention efforts (e.g., food, drinks, tobacco and other nicotine products). Most U.S. households frequent convenience stores, making convenience stores an important venue for addressing issues of healthy eating and drinking as well as tobacco use. Additional opportunities for place-based marketing in convenience stores should be explored.

Implications for research and/or practice: Market research data at the local-level can be used to inform community health program development and focus. These data can help program planners gain insights into the consumer practices of their audiences, prioritize intervention settings and geographic locations, and identify community partners.