Convenience and traveling consumers.
Traditionally convenience customers tended to skew Male, working class, 19-25.  However, in an increasingly 'on-the-go' society, and due to disappearing margins in gasoline and tobacco, the convenience class of trade is fostering shifts toward female, older, and higher income demographics.
The psychographics of the CStore purchase has its roots in purely impulse purchases outside of tobacco and alcohol (where its allowed to be sold).  That is, few people ever 'planned' trips in to convenience stores, except to buy cigarettes or beer. But, while they're there, let's put a snickers bar or a pack of gum in front of them to see what they'll buy.  That has grown into a broad array of candy, snack, and more recently foodservice and even fresh choices.
The CStore industry is now driving strong trends toward healthy meal replacement/substitute and between meal snacking occasions, as a way to drive more steady, less impulse, purchasing occasions inside the store
We also market to the convenience trade - retailers and distributors.