When "no problem" first became popular, it became a
ubiquitous, service-industry response to many consumer requests. In
recent years, "no problem" has morphed into "not a
problem." Both phrases are heard less often as the post 9/11 world
has become more complex for noproblem navigation. More of today's
life involves unraveling hassles and doing things on the move that were
once done while standing or sitting still. Many of today's
consumers feel that everyday life hassles and challenges grow even
faster than technology. As consumers get busier unraveling life's
challenges and trying to get things done in spite of them, convenience
takes on the moral fiber of necessity and virtue.
The convenience that today's consumers are asking for is an
update of "no problem" service. Instead of Hamburger Helper,
some consumers are thinking of convenience foods as premium, healthy,
no-hassle foods that are not a problem to buy, fix, or eat.
In similar fashion, convenience stores have turned from convenient
sources of cigarettes and candy to convenient sources of wraps, yogurts,
and ready-to-eat fruits, vegetables, and salads. Donuts, chips, and
cigarettes haven't disappeared from the convenience-store mix, but
the healthy options actually have a higher merchandising profile. Many
of today's "convenience" stores are turning into the
no-problem, fast food stores of choice for busy consumers who want to
eat healthfully. In 2003, convenience store sales surged 16.0% over
those of 2002 to a record $337 billion. Although some of the increase is
attributable to the availability of fuel, the increase was led by food
service sales which increased 6.3% to $15.2 billion.
Like convenience stores, Whole Foods and Trader Joe's have
knocked down the barriers to pursuing flavor, health, fast, and easy at
the same time, in the same places, and in the same packages and soup
tureens. Many consumers are willing to pay a lot to be able to put all
these attributes together. In addition, today's most successful
convenience products (Go-Gurt, cell phones and Pocket Paks) make going
anywhere 24/7 not a problem. They also make consumers feel they are
getting their money's worth.
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