Nearly half of adult shoppers in the UK say they are “very health conscious” generally, according to research from Lumina, and that figure is rising. We spoke to two inspiring forecourt retailers to see how better-for-you products shape up in their stores during January’s New Year/new you focus.
Tout’s Group – trading expert Oli Langley:
Protein ranges continue to go from strength to strength for us with trends proving that the nation is looking after itself and being healthier and more active. Customers want healthier, leaner, whole foods at affordable prices.
We are pushing high protein ranges to customers by placing products such as protein bars and drinks into key trading areas with high footfall and visibility.
We are also considering customers who are busy and, on the go, so have added multiple protein powered mains, sides, and drinks to our meal deals. Ranging from local scotch eggs to My Protein pots, chicken bites to protein yogurts, and protein water to milk-based whey drinks.
A range of demographics are buying into the protein product market which is mainly led by the health-conscious Gen Z. People in a rush are now finding it easier than ever to consume their protein goals while on the move which is why it is a priority for us to stay ahead of the trends and accommodate for all types of customers.
Our customers could achieve over 70 grams of protein in their meal deal!
Also, we have got a new range of 10 different health focused ready-meals which are available to purchase in-store, giving people who have no time to cook, a better and healthier alternative!
Refuel Forecourts – chief executive Naz Zokiuddin:
People are more likely in January to be more careful on what they purchase. This affects multiple categories, particularly food to go, soft drinks and snacks. Although January can be quieter in terms of footfall, customers who do visit are shopping with clearer intent, making this an important period for influencing habits beyond the early weeks of the year.
Products that support everyday healthier choices perform best. These include hydration drinks, low- and no-sugar soft drinks, protein shakes, protein bars, nuts, seeds, and portion-controlled snacks.
Food to go also plays a strong role, with lighter wraps, breakfast items, and protein-based options seeing increased demand.
Our approach is simple and practical. Health-led products are positioned in high visibility areas such as chillers, food-to-go fixtures, and key customer flow points. Messaging is kept clear and minimal, and related products are grouped together to support quick decision-making. The objective is to make better choices, which are easy to spot and easy to buy.
For New Year, we rebalance rather than overhaul ranges. More space is given to lighter, functional, and portion-aware products, while core convenience lines remain in place. Customers are generally looking for small, realistic improvements rather than major lifestyle changes, and our role is to support that mindset while continuing to deliver convenience and value.
Overall, this period is less about short-term promotion and more about recognising a shift in customer priorities. Forecourts that respond in a practical and balanced way are better positioned for sustained performance throughout the year.
