Wednesday, April 16th, 2014 - Roy Morgan Research

Picture this: it’s late at night and most sensible people are tucked up in bed asleep. Not you, though. You’ve got a killer craving for a hot sausage roll followed by a box of Krispy Kreme doughnuts and you’ll know no peace til you get them. Too easy! A quick trip to your local 7-Eleven and the crisis is averted. Well, unless you live in a state that doesn’t have any 7-Elevens. For Perth residents, the nearest store is in Geelong, a mere 3254km away…

According to the latest findings from Roy Morgan Research, more than a third (36%) of Australians 14+ pay at least one visit to a convenience  store in any given three-month period.

7-Eleven stores are found in vast numbers around metropolitan Melbourne, Sydney and Brisbane, which may account for the fact that a higher proportion of people in NSW, Victoria and Queensland visit convenience stores than those in states where there are no 7-Elevens.

While NSW and Victoria are close to the national average, Queensland is home to the highest proportion of convenience store shoppers (47%). Queenslanders are also the most frequent shoppers, paying an average of 3.4 visits to convenience stores per three months (compared to the national average of 2.4 visits).

Been to a convenience store in the last 3 months

convenience-store-visits

Source: Roy Morgan Single Source (Australia), January 2013–December 2013. Australians aged 14+ n= 18,576

It’s a different story in states where there are currently no 7-Eleven stores. Despite having other convenience stores and milk bars, visitation incidence and frequency is lowest in Western Australia.

However, with 7-Eleven’s recent announcement that it will be moving into the Western Australian market over the next five years, it will be interesting to see how these statistics look down the track.

Also interesting, and no doubt encouraging for 7-Eleven, is the fact that WA has a noticeably lower rate of frozen drink consumption than the rest of Australia — not what you’d expect from a state with such consistently hot weather. Fortunately 7-Eleven will have opened there by next summer: so get your Slurpee-faces on, Sandgropers, and brace yourselves for that brain freeze!

Warren Reid, Group Account Manager – Consumer Products, Roy Morgan Research, says:

“Whether it’s filling up with fuel or filling up with snacks, a large proportion of Australians would have visited a 7-Eleven at some point in the last three months. That is, unless you fall into the 20% of the population who live in a state where there are no 7-Elevens — in which case you’re more likely to have gone to your local milk bar, supermarket or servo; for example Star Mart or Gull if you live in WA.

 

“While it may seem unusual for such a large retail chain not to be operating nationwide, it’s no real surprise. The added strain on supply-chain operations alone would be a hurdle for some retailers, and not cost effective. Supermarket chain ALDI is in a similar situation: with stores in the same three Eastern seaboard states as 7-Eleven, they have only recently announced their expansion west.

 

“WA is obviously new territory for 7-Eleven, which means new franchise opportunities. If it proves successful, we may not have to wait too long before we see a 7-Eleven popping up on Main Street, Adelaide or even Elizabeth Street, Hobart.”

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Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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Keywords

C-stores, convenience stores, 7-Eleven, retail

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