The report, The Future of Stations 2036: Retail, F&B, Leisure and the Wellness Dividend, anticipates over 870 million customer visits to retail venues at 19 key stations by 2036. This growth is expected to transform stations from mere transit points into destinations for shopping, dining, and socialising.
While food and beverage offerings will continue to be central, the health and wellness sector is identified as a significant growth opportunity. Currently accounting for 8.9% of total station sales (£95.4 million), wellness-related purchases are forecast to rise by 30% to £123.6 million by 2036.
Harriet Hepburn, Corporate Finance, Partnerships and Retail Director at Network Rail, stated, “For our brands, the opportunity is significant. Success will depend on understanding a range of customer needs, creating offers that complement dwell time, removing friction for customers and delivering engaging experiences that cannot be replicated online.”
The report highlights six key forces shaping rail retail by 2036: a £1.5bn retail opportunity, accelerated visitor growth led by London, continued dominance of F&B, an intensifying food-to-go market, the 'Wellness Revolution', and technology driving personalised retail experiences.
The wellness trend is influencing consumer spending across various categories, including grocery, food to go, health products, and fashion. This is partly driven by the increasing use of weight loss medications, with 10% of the population currently using them. Consumers are actively seeking healthier food options, personalised nutrition, beauty and wellbeing products, and environments that support their physical and mental health.
Nick Gee, Category Manager at Network Rail, noted, “Health and beauty is becoming one of the most dominant retail categories in our stations. That’s been a real game changer. Beauty, health and wellness are no longer occasional purchases; they’ve become part of customers’ everyday routines.”
Fiona Thomson, Category Manager at Network Rail, added that by 2036, customisation will be standard, with travellers potentially building meals with adjustable calories and macros via apps. This evolution is reshaping how the UK approaches health and eating out.
Jacqueline Windsor, Head of Retail at PwC, commented that wellness is becoming a cross-category ecosystem, with brands addressing health needs in more connected ways. She also noted that wellness remains a 'protected spend' for consumers, who continue to invest in products and experiences that promote healthier lives.
The report also underscores the rise of the leisure traveller, who now makes up 46% of overall spend within a station. Stations are increasingly seen as 'third spaces' where passengers spend time, blurring the lines between commuters, shoppers, and local residents.
Successful retailers will combine convenience, value, and speed with healthier offers, trusted brands, and stress-reducing environments. The station is evolving into a powerful physical retail environment, blending transport, retail, food, services, and wellbeing into a single destination.
The findings were discussed at a panel event on 10 November attended by over 40 retail and F&B operators. The full report is available via a provided link.
