A recent session with Lumina Intelligence made one thing clear: forecourts are no longer just about fuel. They’re evolving into high-frequency, multi-mission convenience hubs – and for FMCG brands, that creates a significant (and often overlooked) opportunity.
Fuel may drive visits – but it won’t win loyalty
Today’s forecourt shopper is highly price sensitive – even more so since the Iran war. Many will drive miles out of their way to save a few pence per litre, with supermarkets still the default for combined fuel-and-shop missions.
That means forecourts can’t compete on fuel alone. The real battleground is everything beyond the pump – retail, experience and relevance.
Footfall is under pressure – and operators know it
Nearly 40% of operators now cite declining footfall as a major challenge, with rising costs, regulation and category disruption adding further pressure. The result? Forecourts are actively looking for new ways to bring people in.
For brands, that’s a clear invitation: help create the reason to stop.
The convenience store is the growth engine
The forecourt c-store has become central to the model, with 93% of operators calling it “vital.”
Growth is coming from:
- food-to-go
- fresh and chilled
- meal deals and bundles
Forecourts are no longer just impulse top-up locations – they’re becoming credible convenience destinations.
👉 For FMCG brands, this opens up real opportunity in meal solutions, branded bundles and clear value-led propositions.
More than fuel: the rise of multi-mission forecourts
Forecourts are increasingly serving a wider set of needs.
Drivers are stopping for:
- car washes
- parcel collection
- late-night “distress” purchases
- drive-thru food and seating
- even laundry services
In fact, over half of drivers now use forecourts for more than just fuel.
This is a fundamental shift – from impulse to mission-based behaviour.
Value matters – but perception is everything
With legislation like HFSS reshaping promotions, value cues are becoming more important than ever.
Price-marked packs, bundles and simple, visible pricing are now critical in reassuring shoppers – particularly in a channel often perceived as expensive.
For brands, the challenge isn’t just to offer value, but to clearly communicate it.
A media channel hiding in plain sight
One of the most underutilised aspects of forecourts? Their media potential.
From pump handles to digital screens, these environments offer high dwell time and captive attention – yet only a minority of operators are fully leveraging them.
For shopper marketers, this is a powerful opportunity to think differently:
- on-pump messaging that drives store entry
- social content that amplifies in-store moments
- integrated campaigns that connect physical and digital touchpoints
Delivery is extending reach, not replacing it
Forecourt delivery is growing – and crucially, it’s incremental.
It’s bringing in new shoppers and extending reach beyond location constraints. But with limited SKU space, competition is fierce.
Brands need to treat forecourt delivery like prime digital shelf space: fast, visible and highly optimised.
The takeaway: from fuel stop to retail ecosystem
The biggest shift is this:
Forecourts are moving from “distress + impulse” to “multi-mission convenience ecosystems.”
That changes the role of brands entirely.
What this means for FMCG brands
To win in forecourts, brands need to:
- Create a reason to stop
If fuel isn’t the hook, your product or campaign needs to be. - Lead with value reassurance
Clear, visible pricing and bundles build trust quickly. - Think like a media owner
Forecourts offer physical media space – use it. - Reflect on-the-move lifestyles
Time-poor, mission-led shoppers need fast, relevant solutions. - Plan for delivery-first discovery
Visibility in apps and search is becoming just as important as shelf presence.
Ready to unlock forecourt growth?
Forecourts are one of the most underutilised channels in FMCG – but that’s changing fast.
At Joe Public PR, we help brands turn these emerging shopper behaviours into standout retail and communications strategies – from creating reasons to stop, to building campaigns that convert at speed.
Get in touch to see how our shopper PR expertise can help your brand win in forecourts and beyond.
