September 25, 2026
How Can Retailers Win as C-store Snacking Trips Evolve?
As we head to the NACS Show in Las Vegas this October, I am energized by the opportunity in the convenience channel. Snacking remains one of the brightest spots in-store, even as shoppers are weighing more choices and watching their budgets more closely. They are still reaching for snacks, but they are being more intentional about what makes it into the basket.
That makes convenience an important battleground. C-stores are built for immediate consumption, routine trips and discovery. They are where consumers stop on the way to work, add a treat to lunch, refuel after school or grab something satisfying in the evening. To win, we must make the shopping experience easier, more relevant and rewarding.
The data tells us there is real momentum to build from. Total snacking in convenience is up 4.2%, representing $205 million in growth. Hershey is outpacing the broader category in candy growing 16% versus 10% category growth and in salty, growing 4.2% compared to 3.3% for the category. Candy is doing the heavy lifting, with chocolate delivering 81% of candy growth1.
The next phase of growth will come from understanding the occasion behind the trip. Shoppers want snacks that deliver fun, fuel and function, while still delivering great taste. They also want value, portability, familiar brands and new experiences worth trying.
One Portfolio, Four Dayparts
Our strategy is to move beyond siloed category conversations and show retailers how Hershey can solve for the full day. With a portfolio across confection, sweets, gum/refreshments, salty snacks and protein, we can help meet shopper needs from morning through late night.
Here is how we see those occasions coming to life across the day:
- Morning: Routine-driven, with protein and salty snacks showing strong frequency and repeat. Candy, mint and gum can still win as quick, easy add-ons.
- Lunch: Meal-driven complements, where candy, mint, gum and salty snacks can build baskets alongside beverages and foodservice.
- Evening: The core snacking window, with candy, mint, gum and salty peaking from 4 to 9 p.m.
- Late night: More immediate consumption focused, which means the right visibility can turn a missed occasion into an incremental purchase.
Foodservice is another way to make those moments feel easy and connected. When a shopper comes in for coffee, a drink or a meal, there is a natural opportunity to pair it with a snack they already know and love.
Value has to show up clearly, too. Shoppers are being more thoughtful, so simple offers, smart price points and easy-to-understand deals can help make the decision feel effortless while keeping trusted brands in the basket.
How Can Innovation and Merchandising Drive Growth in Convenience?
The strength of Hershey’s portfolio starts with core brands people already know and love, and we are seeing that connection show up in c-store. From Reese’s and Hershey’s to Ice Breakers and Dot’s Homestyle Pretzels, these trusted brands are growing in the channel and giving retailers a strong foundation to build from.
We are also finding new ways to bring renewed relevance to the core products consumers already know and love. PAYDAY’s new “Peanut. Caramel. Bar.” platform puts the product front and center, using a simple, straightforward message to reinforce the brand’s satisfying combination of peanuts and caramel. It is a strong fit for convenience, where recognizable brands, portability and immediate appetite appeal can help make the snack decision easy.
Innovation helps keep that foundation fresh. Across candy, gum/mint, salty and protein, we are bringing forward new formats, textures and flavor experiences that give shoppers a reason to stop and take a closer look. That includes treats like Reese’s Pieces Cookie, exciting new formats to come for Jolly Rancher, Dot’s Snack Mix and new options in protein from FULFIL and ONE. Ice Breakers Stick Gum, coming soon, is another great example, giving consumers a new way to enjoy the refreshment they love from the brand in one of the most popular gum forms for on-the-go occasions.
How we show up in-store matters just as much, especially as retailers navigate fewer in-store trips tied to broader pressures like elevated gas prices. Strong visibility, promotional signage and innovation can help shoppers quickly spot what fits the moment.
The 360 End Cap brings our snacking portfolio together in one place, so shoppers can quickly spot what they need and retailers can make the next snack choice feel easy.
That is the conversation I am excited to have at NACS. Convenience retailers have always been close to the consumer. Now we can be even more precise, using daypart insights, value strategies, merchandising and innovation to make every trip work harder. Hershey’s role is to be more than a supplier. We want to be a growth partner that helps retailers bring shoppers back to the basket, one occasion at a time.
1Source: Circana through August 9, 2026 for c-store
Daniel Toole is Vice President of Sales, Small Format at The Hershey Company, where he leads customer and channel growth strategies across small-format retail customers. He has deep expertise in shopper insights, category growth and building partnerships that help retailers drive results.