Why Audio Drives CPG Success in Convenience Store Marketing

For most consumers, convenience stores (C-stores) are a staple of everyday life. Case in point: In 2024, $4.2B was spent on food and beverage purchases at convenience stores, 1 and 63% of consumers stop by at least weekly. 2

For CPG brands, this represents a major opportunity. Knowing how and when to reach your target audience as they’re heading to C-stores is crucial if you want your product to be the one they reach for. That means leveraging media and channels that hit them at the moments closest to purchase, with messaging that resonates and drives action. And no medium does both things better than audio. Here’s everything you need to know to create audio campaigns that spark a craving before shoppers even enter the store.

Convenience store shopping is driven by habit and immediacy

Convenience store runs are quick and habitual. In fact, 72% of these trips are planned quick stops, 2 often concentrated during the late afternoon rush. One in three shoppers drops in between 2PM and 7PM. 3

Even though location (72%) and product price (79%) influence where people choose to stop, the actual choice of what to buy remains highly fluid. 4 This creates a high-stakes window of opportunity for CPG advertisers. To influence what ends up in the basket, brands must reach consumers during the critical lead-up to the stop.

The last controllable moment happens in the car

The final touchpoint on the convenience store path to purchase often happens behind the wheel. Before the shopper pulls into the parking lot, CPG brands can still swing consideration. 

And the best way to reach them is with audio. Visual media is largely out of the equation as their eyes are on the road—but their ears are still up for grabs. Audio dominates the in-car environment, keeping drivers company and helping steer their next retail choice:

• 69% listen to streaming audio while in a vehicle 5

• 44% listen to streaming audio while commuting 5

• 44% listen while running errands 5

Cravings start with sound

Audio does more than reach consumers in the final moments before entering the store; it leverages behavioral psychology to drive immediate action. Think about the pop of a soda can opening or the sharp crinkle of a chip bag. These unmistakable sonic cues activate sensory centers in the brain, influencing appetite and craving—no visual needed. Working alone, audio activates imagination and makes mouths water—a uniquely effective choice for food and beverage campaigns.

Similarly, background music in your ad, or the environment in which your ad appears, can actively steer food choices. Comforting, slower tunes can trigger a desire for familiar staples, while upbeat tracks can help fuel snack-worthy impulses.

Road trips and routines amplify opportunity

The opportunity for CPG brands gets even bigger during extensive on-the-road travel. And what kind of road trip is complete without a great playlist to sing along to and pass the time? Survey respondents agree:

• 85% listen to audio on road trips 6

• 56% say a perfect playlist is essential to the experience 7

So, what does this mean for CPG brands? Longer drives naturally lead to more listening time. And more time with audio means more opportunities to influence purchase decisions before the next stop.

Impulse is where CPG brands win

Convenience store runs rarely happen with a strict shopping list in hand. Instead, they are largely driven by how someone is feeling in the moment, and those cravings can change in a heartbeat:

• 63% buy candy on impulse 2

• 62% grab salty snacks on a whim 2

• 53% purchase baked goods they didn't plan on buying 2

These choices are rarely an either/or decision. Data shows that 57% of consumers crave “a mix of everything” when choosing road-trip snacks. 7 That’s exactly why audio is a game-changer for CPG brands: it lets you plant a seed of inspiration before they’re even in front of the shelf.

Audio influences the entire path to purchase

Getting consumers’ attention is one of the biggest challenges for modern marketers. That’s where audio stands apart, capturing 50% more attention than benchmarks across TV, social, online video, and display ads. 8 In fact, 52% of listeners explicitly admit they turn to audio to escape excessive visual overload. 9

With 42% of consumers agreeing that audio ads grab attention more than other formats, 10 the channel drives proven impact across the entire marketing funnel:

• Discovery: Over seven in 10 listeners learned about a new brand or product from an audio ad. 11 To make it stick, mention your brand early in the ad and, as a rule of thumb, use the name three times for a 30-second ad spot.

• Consideration: 66% say audio ads communicate multiple product benefits. 11 Without the clutter of the screen, listeners can focus on the core value of your offer.

• Action: Brands gain an average of +3% lift in purchase intent advertising with SiriusXM Media. 12 Audio keeps your product top-of-mind during the drive, turning a passive interest into a craving and a physical stop.

Reaching convenience store shoppers at scale

SiriusXM Media has the scale and reach you need to connect your CPG brand with consumers on the move:

• 68% of our listeners shopped at a convenience store in the last six months 3

• More than 60% of candy and soft drink buyers are SiriusXM Media listeners 3

• One in four listeners purchased snacks at a convenience store in the last 30 days 3

We’ve got your everyday commuters, errand-runners, and families out on cross-country vacations. So, no matter who your target audience is, they are likely tuning in to our stations and podcasts to keep them entertained on the drive.

A playbook built for the road to purchase

To keep consumers hooked without overwhelming them, it helps to mix things up instead of relying on a single ad format. Here are some ways CPG brands can own the drive with audio:

• Contextual audio: Align your messaging with real-time cravings, the time of day, or the weather.

• Geo-targeting: Reach drivers who are right down the street from specific store locations or focus on specific ZIP codes.

• Podcast host reads: Partner with trusted voices who can introduce your brand in a memorable and personal way.

• Connected car: No phone? No problem. Reach them on-the-go through their car speakers.

• Mood targeting: Match your ad to specific music genres or playlists to capture shoppers when they are in the right frame of mind.

• Sponsored stations: Become associated with the good times by sponsoring the soundtrack to their next big road trip.

Own the drive, influence the stop with SiriusXM Media

To win at the shelf, the best strategy is to reach consumers long before they enter a convenience store. Shopping there is fast and driven by impulses and cravings, so it’s a wise move to make an impact during the drive.

At SiriusXM Media, we know all about driving results with audio. With 255M monthly listeners, 13 and the largest addressable audience, 14 we bring the scale and attention you need to turn up the dial on mid-trip cravings and shape the next purchase. Let’s talk.

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