ConveNudge: Shifting Towards More Sustainable and Healthy Food Choices | 7-Eleven Scandinavia Spotlight

Can convenience stores be sustainable, and can sustainability be convenient? Reitan Convenience, master franchisee and operator of 7-Eleven stores in Scandinavia knows that both can and should be true. For our next philanthropy spotlight series, 7-Eleven International is excited to share the results of ConveNudge, a captivating four-week field pilot program across our three markets in Scandinavia, Sweden, Norway and Denmark.

Merchants worked with a behavior change strategy known as “nudging.” This behavioral change strategy and pilot program explored how customers' purchasing choices can change to support a healthier and more sustainable food assortment. The program highlighted a significant shift in customer choices, leading to increased sales of healthier and more sustainable products. Interestingly, these changes were achieved not by restricting customer choices, but rather by gently guiding, or nudging them, towards better ones. This has sparked a broader conversation about the potential of creating positive behavior change with small and effective means, even in fast-paced and habitual purchasing decisions made in convenience stores.

Focusing on Creating the Biggest Impact

Reitan Convenience reported ~208K tons of CO2 emissions in 2023. More than 90% of those emissions are tied directly to their value chain, with a majority connected to their food assortment. Therefore, shifting towards a healthier and more sustainable food product assortment can have a positive impact on both people and planet. Understanding where to begin this assortment shift was the first step of this journey. Product categories with high sales, a sustainable and healthier alternative, as well as flexibility to adapt product design and placement, were the criteria used to start the search. Signature products for 7-Eleven were chosen for this pilot program, including coffee, hot dogs, bakery, and breakfast rolls.

Nudging Results

A convenience business can transition to a healthier and more sustainable food assortment when this transition is supported by customer excitement and demand. However, changing customers' habits and behaviors around food choices is easier said than done. By truly understanding what drives customer behaviors, we can rethink and redesign the choice environments to facilitate the behavior change we want to see. In Scandinavia, nudging techniques focused on motivational and opportunity factors that were easy to implement and adopt in stores.

Coffee: from dairy milk to oat drink

The layout of the brewed coffee stations was altered to make oat drink the first or default choice. As a result of the pilot, the average share of coffee with oat drink in all participating stores was 39%. In control stores, the average was 18%. This translates to a direct increase of approximately 120% in sales of the nudged products.

Breakfast roll: from red meat toppings to white meat toppings

Sales of nudged products soared in Norway and Sweden, with a 700% increase and 670% respectively. Store staff were encouraged to ask or suggest the nudged alternative and product availability was increased. Interestingly, as turkey rolls surged in popularity and ham rolls declined, sales of other rolls also rose, possibly indicating customers shifting preferences. Further testing over an extended period of time can clarify this trend.

Hot dog: from red meat to chicken or plant-based

This nudge was about improving the quality and promoting the taste, rather than the sustainability aspect of the more sustainable hot dogs on the grills in stores. Campaign materials were created for the pilot, and placing the nudged prodct at the top of the menu. Samples were offered to customers, as getting people to taste an alternative to red meat is one of the biggest barriers for entry. Overall, the share of plant-based hot dogs increased by 3% in all countries, with each country starting at very low levels (0%, 1%, and 8%). While the sales increase from the pilot is nominal, the results are promising. By offering a wider selection and interesting marketing materials, much higher numbers are feasible and the sustainability impact is significant with CO2 emissions reductions of 50% or more.

Brownie: from large portion size to half size

The brownie nudge was subtle in all three countries. The new product was introduced and placed alongside other similar products, but there were no supporting campaign materials. The small number of mini brownies sold did not allow for conclusive results, however this does not mean that the product was unsuccessful. Some customers appreciated the option of the smaller size, and lower calorie count, which could open a new customer segment and corresponding revenue stream. In addition, a 50% reduction in the overall carbon footprint of the new smaller product.  

Understanding Customer Behaviors

This pilot program underscores the effectiveness of nudging in steering consumers towards healthier and more sustainable food options. By implementing simple, cost-effective nudges, convenience actors can significantly influence consumer behavior, leading to notable increases in the demand for sustainable products. This not only enhances the business case for retailers to offer these products but also contributes to a positive shift in consumption patterns. Ultimately, the success of nudging initiatives provides a promising blueprint for achieving broader environmental and public health goals, proving that even small interventions can yield substantial and tangible benefits.

As we look ahead, 7-Eleven will continue to build on the momentum and lessons learned from this pilot program and continue to be adventurous in trying to increase the sales of healthier and more sustainable product assortment offerings. Nudging can be used to show store operators and customers that there is a future in a more sustainable and healther assortment opportunities. Together, we can make significant strides to make convenience sustainable and sustainability convenient.

About 7-Eleven International:

7-Eleven International was established in June 2021, and is a joint venture of 7-Eleven, Inc., and Seven-Eleven Japan. With offices in Dallas, Texas; Tokyo, Japan; and Melbourne, Australia, 7-Eleven International operates or master franchises approximately 48,000 stores in 16 countries and regions. Globally, the 7-Eleven trademark is represented in more than 84,000 stores in 20 countries and regions including the U.S., Canada, Mexico and Japan. The iconic brand will celebrate its 100th anniversary in 2027.

About Reitan Convenience AS:

Reitan Convenience AS is a leading convenience chain enabling successful operations for 12,000 people in 7 markets - driving change towards the future of convenience. Serving customers across circa 1,800 outlets in the Nordic and Baltic markets with more than 800,000 customers per day.