# Convenient Retail Store Formats Swift Opens in Iceland as a New Easy-to-Shop Food Store By Amy Duong | Published 2021-03-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/swift References: [thegrocer](https://www.thegrocer.co.uk/iceland/iceland-launching-new-convenience-format-swift/654178.article) Iceland in introduce a new [convenient store format design](https://www.trendhunter.com/trends/meadow-lane-store) inaugurally opening in Newcastle -- it is named 'Swift.' The store is a converted unit in Iceland, measuring out to be about 1,700 square unit within Longbenton. The space will cover grocery offerings, ranging from frozen food items to fresh food, to alcohol, and even tobacco. The new concept is designed to "provide a simple, easy-to-shop food store with the watchwords: fresh, fast, local," a spokewoman explains. The store is described to have a "[novel layout](https://www.trendhunter.com/trends/d142)" and it “breaks down the traditional barriers between [frozen and chilled food](https://www.trendhunter.com/trends/nisa-freezer-deal) to provide a complete range of meal solutions, with great breakfast, lunch and dinner meal deals on offer every day.” Image Credit: Swift ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 23% | Activity: 45% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Convenient Store Formats:** Retail stores are adopting new innovative convenient store formats to provide easy-to-shop solutions. - **Complete Meal Solutions:** Stores are breaking traditional barriers between food sections to provide complete meal solutions to customers. - **Daily Meal Deals:** Daily deals on meals are being offered in convenient stores to attract consumers. ### Who This Affects Most - **Retail:** Retail stores are adopting new convenient store formats to attract more consumer footfall. - **Food and Beverage:** Food and beverage industries are implementing new store models to offer complete meal solutions to consumers. - **E-commerce:** E-commerce industries can collaborate with convenient stores to offer meal solutions for delivery and online purchase. ## Related on Trend Hunter - [Efficient On-the-Go Stores](https://www.trendhunter.com/trends/parfetts-shop-go.md) - [Walk-In Freezer Concept Stores](https://www.trendhunter.com/trends/sainsfreeze.md) - [Fakeaway Grocery Store Products](https://www.trendhunter.com/trends/iceland-foods-products.md) - [Modular Fixture Grocery Stores](https://www.trendhunter.com/trends/sobeys-flexstore.md) - [Small-Format Grocery Stores](https://www.trendhunter.com/trends/new-smallformat-stores.md) - [Rapid Grocery Delivery Partnerships](https://www.trendhunter.com/trends/just-eat-and-iceland.md) - [Functional Nutrition Convenience Stores](https://www.trendhunter.com/trends/storrd.md) - [Virtual Convenience Store Concepts](https://www.trendhunter.com/trends/aldi-4.md) - [Private Label Home Goods](https://www.trendhunter.com/trends/iceland.md)