Convenience Products: Definition, Types and Examples

Maybe it is a product used regularly, or something one liked at the store, or just a case of a product required urgently. Such products are convenient to buy as the customer doesn’t need to put much effort in deciding what to buy, where to find them, how much to pay, etc.

In the book Principles of Marketing, convenience products are described as a “product that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.” Convenience products usually have low prices, and to turn a decent profit, they have to be sold in large volumes.

Product Types – convenience, shopping, specialty, unsought Goods

Convenience products vs. shopping products

One of the biggest differences between convenience products and shopping goods is the amount of research consumers conduct before purchasing. For shopping products, consumers tend to compare prices with other options since these are often expensive purchases. However, with convenience products, consumers conduct very little research. Shopping goods can also be more durable and of higher quality than convenience goods. Some examples of shopping goods are clothing and cellphones.

What are convenience products in marketing?

Convenience products in marketing are the items a company sells that require minimum advertisement because of the frequency of buying. This is one of the four main types of consumer products, with the others being shopping, speciality and unsought goods. Convenience products are items that make a customers life better and require regular purchases to replace them. Often, consumers have low involvement and thought when making these purchases since they buy these items frequently. Since theres very little differentiation between options, they rarely compare products. When purchasing these items, consumers avoid entering the full buying cycle.

Some key characteristics of convenience products are:

Marketing strategies for promoting convenience products

When promoting convenience products, marketers focus on having extensive distribution. Like with other products, its helpful for companies to create brand recognition so consumers choose their item over a competitors. Creating packaging that helps separate a companys products from their competitors can help them stand out in the stores. However, since consumers tend to have less brand loyalty for convenience goods, its important to mass distribute these types of goods.

In order to sell their items, marketing teams focus on making these products convenient and accessible in a variety of outlets, such as in grocery and convenience stores. Its also helpful for companies to sell these items online so that consumers can purchase them easily with quick shipping options. The best kind of advertisement for convenience products is mass marketing. These are commercials and ads that appeal to a wide audience. Coupons in newspapers and flyers can also help get the attention of consumers.

Benefits of convenience products

Convenience products are important for businesses since they appeal to consumers and require very little advertising. Instead of informing consumers about what their product does, marketing professionals can focus on emphasizing current deals and reminding them that their product exists. These types of products also appeal to societys desire for things to be fast and easy to get. Since these products are commonly low cost, consumers are more likely to consider buying them as opposed to higher-priced items, such as specialty products.

Types of convenience products

The following are the three types of convenience products:


Staples are convenience products that individuals routinely purchase at a low cost. These are items that consumers find necessary to perform their daily activities. Since consumers buy these so frequently, they dont think too much about which one to buy or compare items. For instance, a mom of two children under the age of three may frequently buy diapers to meet the needs of her children. Since she buys diapers so often, she may grab the nearest package or cheapest option and not worry about the brand.


Emergency products are those required to meet an immediate, unexpected need. These are items that help solve a problem that may arise, such as buying an umbrella when it rains.

Since consumers purchase these items when emergencies occur, they often dont have time to research their best option and instead choose whats available in their current location. For example, someone who gets a headache while visiting a museum may decide to purchase a pain reliever in the museum gift shop to relieve their pain even though it may cost more than the pain reliever in the grocery store.


Impulse convenience products are items an individual doesnt plan to purchase before their shopping trip but still ends up buying them. Consumers tend to buy these products because of encouragement from advertisements or product placement in the store. For instance, someone checking out at a grocery store may notice a pack of gum next to the cash register that looks extra minty and decide to purchase it even though it wasnt on their shopping list.

Examples of convenience products

Here are some examples of convenience products:


What are convenience products examples?

Convenience Products

Examples include: food, drink, laundry detergent, toilet paper, deodorant, and toothpaste. These goods are all easily available from the local supermarket and consumers purchase them on a daily, weekly, or monthly basis. Hence why they are known as convenience products.

What are the 3 types of convenience goods?

Convenience products can be subdivided into three groups ie; Staples, impulse and emergency.

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