2025 Retailers To Watch: 7-Eleven
It’s been another banner year for private label as retailers ranging from the biggest mass merchants to grocery stores, convenience store chains, drug stores, and department stores expanded their respective own brand assortments.
The conversation in 2024 evolved from one that was focused on price to retailers now regularly talking about the value proposition of their store brand products and using their proprietary assortments to differentiate from the competition.
With 2025 expected to see more private brand development, Store Brands has highlighted 10 Retailers To Watch in the coming year. The following retailers in 2024 expanded their own brand product assortments, with more expected from each in the next 12 months.
7-Eleven
Overview
7-Eleven is representative of the growth private label products have seen in the convenience store channel. From the basics such as snacks and beverages to items ranging from ice cream to phone chargers and travel mugs, convenience stores continue pushing the envelope when developing proprietary products.
Throughout 2024, 7-Eleven has worked to expand its own brand assortment, launching new products in categories including water, sports drinks, juices, teas, and snacks, with more items expected.
What To Watch
Given 7-Eleven’s success with its private label products, it will be worth watching what’s next. The convenience store chain currently offers more than 900 store brand items across 50 categories, and its focus remains on sourcing quality ingredients to create differentiated products.
“We partner with manufacturers to produce these new and innovative items that are the first to market, the best in the market, and/or exclusive to 7-Eleven stores,” Nikki Boyers, 7-Eleven’s vice president of private brands, recently told Store Brands.
An example of 7-Eleven’s effort to develop unique, quality items that Boyers cites is the convenience store chain’s collaboration with Miracle Seltzer on the launch of a sparkling water line sold under the 7-Select brand. The assortment features flavors such as lemon-lime, green apple, and sweet orange.
Beyond the growth of its private label assortment, 7-Eleven continues to look for opportunities to expand. The company has been opening new locations, and its recent acquisitions and partnerships, including the acquisition of Speedway stores in the U.S., have expanded its footprint, allowing it to serve an even broader customer base.
7-Eleven has embraced technology to enhance the customer experience. The company has heavily invested in its mobile app, integrating features such as mobile ordering, delivery services, and the 7NOW delivery app, which offers on-demand delivery of snacks, beverages, and essentials.
The app’s loyalty program, 7REWARDS, continues to drive customer retention by offering personalized discounts and promotions. With the rise of convenience-driven shopping behaviors, 7-Eleven’s digital ecosystem positions it as a leader in the quick-service retail space.
