UK roundup: developments to in-store shopping

In this instalment, our UK analysts offer their take on some of the market’s latest developments and initiatives. Here’s what you need to know about:  

• Morrisons reverses decision to close Market Street counters 

• Lidl GB expands Lidl & Go trial 

• Aldi to trail reduced opening times   

• EG On The Move continues rapid expansion with Prax acquisition 

• Kitwave builds Scottish presence with purchase of Fife Creamery 

• Holland & Barrett launch GLP-1 friendly supplement 

Morrisons reverses decision to close Market Street counters 

 Morrisons has announced the reopening of butcher and fishmonger counters closed in 2025. The retailer said counters are reopening in response to shopper feedback and improved waste yields, which meant counters were now more efficient to run. Although the retailer closed 35 butcher and 35 fishmonger counters which were not operating profitably, Morrisons has not disclosed how many counters will reopen, only confirming the move is taking place in selected stores. 

 Senior Insight Analyst, Alex Rowberry’s view: The closure of unprofitable Market Street counters was one of the clearest signs of the financial pressures Morrisons faced in 2025, as the retailer sought to improve profitability amid a challenging trading environment. The decision to reopen selected butcher and fishmonger counters suggests investments in operational efficiency and waste reduction are beginning to deliver results. It also highlights the continued strategic importance of Market Street to the Morrisons proposition, giving the retailer a point of differentiation from competitors at a time when shoppers are increasingly seeking quality, service, and fresh food expertise. 

Lidl GB expands Lidl & Go trial 

 Following a successful trial in seven stores, Lidl is expanding its Lidl & Go self-scanning feature to an additional 37 stores across Scotland and the South of England. Integrated into the Lidl Plus app, the tool allows shoppers to scan products as they shop, monitor their spending in real time and complete payment via self-checkout without needing dedicated handheld devices. Lidl says early shopper feedback has been positive, particularly among families and budget-conscious shoppers. 

Insight Partner, Dan Butler’s view: this gives shoppers greater control over their budgets, improves convenience, and reduces friction at checkout while leveraging shoppers’ existing smartphones rather than requiring additional in-store hardware. It signals that digital self-scanning is becoming a mainstream expectation across UK retailers, increasing competitive pressure on supermarkets to enhance app-based shopping experiences and further accelerate investment in personalised loyalty and digital commerce capabilities. 

Aldi to trial reduced opening times   

In a bid to continue controlling its operating costs, Aldi is trialling store closure at 9pm in select areas of the country. With most stores currently open until 10pm, the discounter has announced it will consult customers and gather feedback before rolling out this out more broadly across its 1,000+ estate. The trial will initially run in circa 50 stores. 

Senior Insight Analyst, Michela Pearson’s view: Costs for retailers have increased steadily in recent years, and Aldi has been continually searching for ways to reduce its operating expenditure to continue providing value to shoppers. Amid a strong investment in expansion, reducing opening hours may not impact the majority of its shoppers, but could result in certain shopper groups favouring the competition thanks to the additional flexibility.   

EG On The Move continues rapid expansion with Prax acquisition 

Fast-growing forecourt independent, EG On The Move, has added 85 further sites to its estate with the purchase of the commission operator network formerly belonging to collapsed oil refinery operator Prax. The acquired business will continue to operate under a commission operator model, with a focus on working closely with those running the sites to enhance site performance, improve the customer experience, and unlock long-term growth opportunities. By combining local entrepreneurial expertise with the scale, experience, and support of EG On The Move, it will seek to enhance the offer available at these sites by adding foodservice concepts, extending grocery ranges, introducing fast electric vehicle charging and new car wash solutions. 

Insight Partner, Patrick Mitchell-Fox’s view: This is the second significant acquisition completed by EG On The Move in 2026, following the purchase of 27 sites from MPK in May, and now takes its total network to c.285 locations. With many opportunities for further consolidation in the UK forecourt sector remaining, and driven by the ambition of CEO Zuber Issa, it seems highly likely that EG On The Move will make more deals even before the end of the year. 

Kitwave builds Scottish presence with purchase of Fife Creamery 

Multi-channel wholesaler Kitwave has made its first acquisition under its new private equity ownership, following its delisting from public ownership in March this year. Kitwave’s latest deal sees it buying Kirkcaldy-based Fife Creamery, a well-established wholesaler in the Scottish market with annual sales of £47m and a mixed customer base cross both foodservice and retail sectors. 

Insight Partner, Patrick Mitchell-Fox’s view: This acquisition sees Kitwave significantly upweighting its presence in Scotland and will push its total UK turnover towards £850m. With a focus on a quality-led offer with strong Scottish credentials, Fife Creamery will give access to premium opportunities in both the away-from-home and farm shop markets in the southern half of the country. 

Holland & Barrett launch GLP-1 friendly supplement 

In an exclusive with Applied Nutrition, Holland & Barrett, the health and wellness retailer is launching a range of supplements to support those taking weight-loss medication. Landing in 400 stores across the country this month, the products are formulated to support a balanced diet and help consumers on weight-loss drugs, whose reduced appetite may impact nutrient intake. 

Senior Insight Analyst, Michela Pearson’s view: The launch comes as the pill format of weight-loss drugs arrives in the UK, with demand for the medication continuing to grow. A number of retailers have been developing food drink and supplement ranges that support GLP-1 users, but many do not specifically call this out on products and packaging, favouring claims about nutrient density. The Applied Nutrition products specifically aimed at users will help them find the products they need, as a lot of uncertainty remains around maintaining a balanced diet while on GLP-1 medication. 

What to read next: What to expect in Christmas 2026 by looking back at 2025 

 

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