Retailers are reporting growing demand for products that offer more protein, fewer ingredients, clearer nutritional information and better portion control.
by Sarah Britton
From calorie-counted meal-prep dishes and protein-packed ready meals to simple-ingredient staples and functional drinks, convenience retailers are increasingly adapting their ranges to meet changing shopper expectations. While traditional indulgent categories remain important, many store owners say today’s customers are seeking greater balance.
The rise of weight-loss medications such as Mounjaro and Wegovy may be accelerating the trend, but retailers say the shift towards healthier eating was already underway long before GLP-1 drugs entered the mainstream. Greater awareness of nutrition, growing gym participation, social media influence and a stronger focus on ingredients are all contributing to a market that looks significantly different from just a few years ago.
Ingredient transparency
One of the clearest trends emerging across the sector is growing consumer interest in ingredient transparency.
Upper Dysart Larder has seen strong success with its mashed potato range, now stocked in more than 100 Spar Scotland stores. The company uses vacuum packaging technology to preserve freshness, delivering a shelf life of up to 60 days without the need for extensive additives.
For Production Manager James Stirling, the appeal is straightforward.
“Our Farm Mash just contains potato, milk, butter, and a little bit of salt and pepper, so five ingredients,” he says.
“People are always reading labels and looking for fewer ingredients. It’s nice to actually understand what’s on the back of the packet.”
‘Clean label’ was listed as a top food and nutrition trend for 2026 by market research firm Kline Group, which claims it is becoming “a baseline expectation shaping product development, regulatory compliance, and brand strategy”.
The firm also listed ‘holistic wellbeing’ as the highest and rising trend, claiming “nutrition density and quality are gaining attention, not only among GLP-1 drug users but also across a broader audience seeking smarter calories and better nutrient profiles.”
Nicole Robertson has also witnessed consumers increasingly scrutinising labels at Pinkie Farm in Musselburgh, East Lothian.
“The younger generation are definitely more health conscious,” she says. “They’re reading labels, scanning products into apps and paying close attention to calories, protein and macros.”
In fact, 37% of UK consumers now actively prioritise their protein intake daily, and more than 75% report eating more protein than they did a year ago, according to research from food and drink consultancy HRA Global.
Meal-prep boom
This may well explain why Fife-based Savage Kitchen meal-prep dishes have proved popular at Pinkie Farm. Nicole says customers are increasingly seeking protein-rich versions of takeaway favourites that offer indulgence with a healthier nutritional profile.
The brand is also a hit at David’s Kitchen in Kirkcaldy, Fife, where Manager Kyle Fernie says the shift towards healthier lines has been impossible to ignore.
“In the last year or two there’s been a noticeable change in people looking for healthier meals,” he says. “With Savage Kitchen, the macros and the protein are all worked out for customers and they can scan it on [the] MyFitnessPal [app].”
Meal-prep products have become a strong area of growth at Londis Solo Convenience in Baillieston, Glasgow.
The store had previously experimented with healthier prepared meals but struggled to generate sufficient sales. This changed when it introduced Healthy Buddha products from local Chinese takeaway Lam’s Kitchen. The meals are priced at £6.99 each or two for £13.
“Because people already trust the brand, demand has been much higher,” says store supervisor Alix Roy, noting that customers are seeking convenient meals that are calorie- and macro-counted but still deliver a takeaway-style experience.
On the other side of the city, healthy takeaway-style meals are also striking a chord with shoppers at Premier Neilston, which stocks meal-prep dishes from Glasgow supplier Hos Prep.
“We started with a small range in January last year after customer suggestions and demand grew steadily,” says Manager Zayn Ahmed. “We now sell large numbers every week.”
Such is their popularity that he has now added a new Prep Pal Meals range from another local supplier. The menu is regularly updated and includes dishes such as Jerk Chicken, Sticky Garlic Udon Noodles, and Galaxy and Oreo Overnight Oats.
“Their meals sold out immediately. Customers come in asking for them before deliveries even arrive!” says Zayn. “Aot of our success comes from supporting local suppliers. Customers love local brands and they tell their friends about them.”
He claims that the meals offer a strong value proposition.
“A £6.50 meal can compare very favourably with a takeaway that costs much more. Customers often get two portions from one meal and can save the rest.”
He claims that they have wide-ranging appeal and deliver a decent margin.
“The audience is very broad. Young adults buy them, older customers buy them, and families buy several at a time.
“The meal category works well for us, with margins around 25%. The products have short shelf lives, but demand is strong enough that we can manage stock effectively.”
He is currently selling 80–90 Hos Prep meals a week, plus 20 from Prep Pal.
As well as stocking meal-prep lines, some retailers are creating healthier versions of their store-prepared meals.
Pinkie Farm has been working behind the scenes to improve the nutritional profile of its Carla’s Kitchen ready meals.
“We’ve been doing a lot of work in the background to make our meals more healthy,” Nicole Robertson says, “so with our lasagna and homemade macaroni we’ve consciously been trying to make them healthier, making them higher in protein and lower in fat.”
She claims that people are happy to pay a premium once they grasp the concept.
“Healthy eating and checking ingredients is at the forefront of people’s minds a lot more,” she says. “If they understand it, they’re absolutely willing to invest in it to get a better option.”
The meals are £5.99 or three for £15.
Nicole says some shoppers initially questioned the higher price point, but many became repeat purchasers once they understood the meals were made in-store with higher-quality ingredients and extra protein.
Smaller portions
Meanwhile, Kyle has been innovating with meal sizes after witnessing growing interest in portion control.
This is hardly surprising when you note that Scotland has the third-highest uptake of GLP-1 treatments in the UK at 78.2 per 10,000 people, 7% above the national average, according to the Signal in the Food Noise Report published by Asda Online Doctor and Zava in January 2026.
Renfrewshire tops the entire UK table of Mounjaro and Wegovy patients per 10,000 people by county at 120.4 per 10,000, while Glasgow (95.6) significantly outpaces Edinburgh (69.4). Fife and Aberdeen also rank in the top 10 local areas nationally, indicating a strong concentration in parts of central and western Scotland. 
Kyle says David’s Kitchen has adjusted its meal offering to cater to this trend.
“With Mounjaro and other kinds of weight-loss drugs, we had a few customers asking for healthier options. You could see a change with people wanting smaller meals.”
He says smaller portions were once aimed mainly at older shoppers, but are now increasingly popular with customers looking to manage calorie intake. David’s Kitchen now offers snack-pot versions of its ready meals to meet that demand.
The trend mirrors wider research into changing eating habits. Worldpanel by Numerator recently reported that 40% of GLP-1 users would like to see smaller portion sizes made available, highlighting an opportunity for retailers and manufacturers alike.
According to Worldpanel by Numerator, the number of British households with a GLP-1 user has nearly tripled since 2024, with 1.9 million adults now using the medications.
The research shows substantial changes in food purchasing habits. Users are buying fewer groceries overall while significantly cutting consumption of categories such as chocolate and crisps.
Convenience retailers remain cautious about directly linking sales trends to GLP-1 use, noting that customers rarely discuss weight-loss medications openly.
However, Nicole acknowledges the influence is becoming increasingly visible at industry events.
“What we’re seeing in other bigger retailers and trade shows are products branded ‘GLP friendly’ and ‘nutrient dense’ becoming quite popular.”
For many retailers, the challenge is determining how to communicate the benefits.
“I don’t know if a big sticker saying GLP-1 friendly would put people off,” Nicole says. “We might just gently introduce nutrient-dense lines.”
Soft drinks shift
She is also expanding her healthier offer beyond food, having significantly expanded into wellness beverages.
“We started with soft drinks and that evolved into electrolyte drinks and coconut waters and shots,” she says.
Her offer includes Counter Culture kombucha, It’s Giving, Happi Digestion, Belly Dancing water kefir soda and BetterYou Magnesium water, to name a few.
Initially, price was a concern.
“We were looking at the price to be honest, but we were really surprised at how quickly the stuff did start to move.”
Consumers appear willing to spend significantly more on products they perceive as delivering health benefits.
“There are big buzzwords like matcha and healthy energy drinks,” she says. “It doesn’t seem to be just a trend. They are buying it continuously.”
These products often encourage linked purchases.
“If they buy coconut water, they’re maybe putting a turmeric health shot in the basket as well. So you’re making it more of a destination.”
Alix has also found this to be true at Londis Solo Convenience. The shop stocks Huel meal replacement drinks and protein bars and recently began selling gut-friendly soda It’s Giving, which contains 6g of fibre.
“The biggest shift [within soft drinks] is the move towards what we describe as everyday better-for-you soft drinks,” says Simon Gray, Founder of Fizz with Purpose, which owns the It’s Giving brand. “Wellness-led soft drinks are up 23.8% year-on-year.
“Shoppers, particularly Gen Z and Millennials, are far more conscious of sugar levels, artificial ingredients and nutritional content than they were even two years ago.
“This is not a niche trend. Research shows that 74% of shoppers are actively striving to lead a healthier lifestyle, and nearly half of Gen Z, 49%, are already switching towards functional drinks.”
Alix claims that ginger and apple cider vinegar shots are a draw.
“There’s certain people who will come in because we’ve got them,” she says. “Our supplier has it on and off throughout the year; in summer when people are exercising and for winter colds.”
She is keen to offer customers plenty of healthier choices.
“We sell fresh fruit and veg, we’ve always got bananas, apples, oranges, salads, onions and mushrooms,” she says. “We also have signage up in store for the Healthy Living Programme.”
She claims that all retailers can benefit from offering healthier options in certain categories.
“Even if you’re not offering meal replacements, offer protein bars,” she says. “The Euroshopper ones are £1.50, so it doesn’t need to break the bank. Have something nutritional on offer so it’s not just chocolate bars and crisps.”
Kyle says protein has become such an accepted part of food retailing that categories once considered niche are now everyday purchases.
“We also have all the supplement stuff, the protein powders, the snacks, Grenade bars, protein shakes, collagen drinks. It’s grown arms and legs and become this huge thing,” he says.
Even within traditionally mainstream categories, protein variants are becoming top performers.
“Grahams Yoghurts with 25g of protein have become a bestseller within yoghurts,” Kyle adds.
This aligns with HRA research, which shows that while 23.8% of consumers still see dinner as a key occasion, 13.9% now prioritise protein at every meal, and snacking moments are rapidly gaining ground.
According to Kyle, shoppers are no longer viewing protein products as specialist items. Instead, they are trading up from standard purchases to products with additional nutritional benefits.
Long-term change
Pinkie Farm also offers protein powders, protein bread and nutrient-dense seaweed snacks. Nicole is actively on a mission to make healthier choices “less scary”. The store has a vast fresh fruit and veg offer too, displayed alongside Forest Feast dried fruit and pre-packed mixed fresh fruit priced at £4.49.
Zayn reckons that providing healthier options gives his store a genuine USP.
“I walked into Tesco last night and there was a bay of crisps and a bay of chocolate bars,” he says. “When customers walk into our store, they see healthy meals, fruit pots and juice first. We want to make healthier options visible and accessible.”
While some trends come and go, Scottish retailers increasingly believe this one has long-term staying power.
Nicole is convinced changing consumer behaviour extends beyond social media fads.
“We genuinely don’t think it is just hype. We think people’s habits are changing.”
Alix agrees that broader cultural forces are driving demand.
“I think growing interest in health comes from a number of factors: increasing awareness of diet and wellbeing, more local gyms and personal trainers, the possible influence of GLP-1 medications, and the fact that healthier products are simply more visible and accessible than they were before.”
For retailers, the lesson is increasingly clear. Today’s convenience customer still demands flavoursome food and good value, but many also want protein, nutritional transparency, quality ingredients and products that support wider wellbeing goals.
As Kyle puts it: “It’s the new normal.”
To mark 45 years of partnership with the Royal Highland Show, Royal Bank of Scotland is shining a spotlight on the farmers shaping the future of Scottish agriculture today. Upper Dysart Farm is one of the customers supported by Royal Bank who represents this next generation, helping to drive innovation and growth in Scotland’s rural economy. Visit rbs.co.uk to find out more about how Royal Bank is championing Scottish agriculture.
