The Gist: Soylent is a consumer food product, but people interested in purchasing it clearly see it as a tech play. This audience’s shopping habits align well with the brand’s expansion into 7-Eleven stores.

Why eat food, when you could just drink it?

Though not pondered by all, this question fueled the makers behind Soylent. The beverages are meant to replace meals. It aims to make lunch time less of a hassle and limit dependency on major food systems.

In certain tech circles and locales, the trend has taken off. The product, originally only available online, is now being sold at 7-Eleven stores in the greater Los Angeles area.

With this high-level exposure, it’s worth asking, who wants Soylent?

Not just a new beverage, but a new mindset when it comes to consumption and food efficiency, will the brand take off with 7-Eleven or the population as a whole?  

According to CivicScience data, 26% of consumers are very or somewhat likely to want to try Soylent.

A surprising amount, over a quarter of the US population over 13, is very or somewhat likely try Soylent. Are these folks foodies, environmentalists, or something else entirely?

When it comes to their food habits, it doesn’t seem like this group is looking for efficiency when it comes to meals. They are more likely to dine at places with a focus on atmosphere. They search for recipes online but aren’t necessarily health-conscious. Could Soylent be piquing the interest of their foodie side?

It’s more likely they’re interested in Soylent from a technology point of view. From our insights, we can conclude this group fits neatly into the “early adopter” category. These behaviors usually revolve around buying the latest tech, like smart watches or VR headsets. They’re heavy technology users that follow tech trends on social media.

These customers are probably interested in Soylent as an intersection between technology and food. So, will Soylent pick up sales from techies at 7-Eleven?

Our latest data show that 36% of consumers who are at least somewhat likely to try Soylent, also shop at 7-Eleven once a week or more.

People interested in Soylent are much more likely to purchase food and beverages from convenience stores on a weekly basis. This makes Soylent’s expansion into 7-Eleven a strong next step for the brand’s sales and awareness.

While some of Soylent’s core messaging revolves around health and sustainability, its association with startup culture is perhaps its strongest tool in the expansion.