Nearly 13% of Americans, or 17% of U.S. households, receive Supplemental Nutrition Assistance benefits, yet they represent nearly a third of total store sales. Sally Lyons Wyatt, Circana’s global executive vice president for consumer goods and foodservice insights, talks about who is winning the SNAP shopper and strategies all retailers should use to engage this valuable shopper group.


  • SNAP shoppers represent nearly 50% of dollar store sales, and nearly 40% of convenience channel sales.
  • SNAP is intended as a short-term benefit, meaning that SNAP is always new to many recipients. Retailers can help onboard shoppers and navigate the store for SNAP-eligible purchases.
  • Retailers that make online search easy for SNAP shoppers will build loyalty that lasts after the benefits are no longer needed.