NAMA's convenience services census pegs 2025 revenue at $31.1 billion

Convenience services industry revenue is expected to reach $31.1 billion in 2025, up from $26.6 billion in 2023, according to “The 2024–25 State of Convenience Services,” a new census released by the NAMA Foundation.

Developed with Technomic, the report provides updated estimates and benchmarks across micro markets, vending, office coffee service and pantry services. The census is designed to help operators, suppliers and investors assess current market size, understand how the channel is evolving and identify growth opportunities over the next five years.

Among the report’s findings, the NAMA Foundation estimates the industry has averaged 8.1% annual growth since 2023. Vending remains the largest business line by revenue and number of businesses, but the report notes that more operators are running multiple business lines.

The census also points to an ongoing shift in self-service retail formats as retail technologies evolve. The report says distinctions are becoming less rigid between traditional vending, smart coolers and micro markets, with operators increasingly treating formats as complementary options based on client size, security requirements and product assortment needs.

Healthier product mixes remain a major focus. The report found 65% of operators cited client requests for healthier assortments, while 59% said better-for-you products represent a growth opportunity.

Looking ahead, the census projects continued growth across convenience services business lines at about 6.5% annually.

Data were collected in October 2025 and reflect reported results for 2023 and 2024, along with preliminary estimates and forecasts for 2025. Participating companies represent about 27% of total industry activity, according to the NAMA Foundation. The organization produces the State of Convenience census every other year.

Why this matters: Trends you can’t ignore

• Operators are focusing on selecting the best self-service solutions rather than relying on a single traditional channel, such as vending machines or micro markets, to better meet their clients’ needs. Operators that don’t adapt may risk losing placements to competitors offering broader tech-enabled solutions.
• Operators may need clearer playbooks for when to place vending, micro markets or smart coolers based on security, footprint, and client needs. Above all, operators must factor in cost in the equation.
• Multi-line expansion can diversify revenue-generating opportunities, but it also adds operational complexity that needs training and standardized processes.
• Clients’ expectations about health-forward options are pushing healthy convenience from “nice to have” to “must-have,” influencing planograms and supplier strategies. The push toward healthier assortments requires disciplined assortment, sourcing and performance tracking to avoid increasing waste and shrinkage.