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New study reveals discomfort of Gen Z

New Consumer Study Reveals Rising Discomfort of Gen Z at Fuel Stations – Forecourt Operators Face Urgent Need for Business Model Transformation

A new representative study conducted by The Retail Marketeers in cooperation with MarkenUwe has triggered a wide-ranging debate in the German roadside retail sector. The survey provides important insights into the future behaviour of younger motorists and sheds light on a growing unease associated with traditional fuel station visits.

According to the data, almost 40 percent of young drivers in Germany report feelings of embarrassment, insecurity or stress when refuelling their car. In the UK, this figure rises to 62 percent among 18- to 24-year-olds. The Retail Marketeers describe this phenomenon as the PISA Effect – Petrol Insecurity Station Anxiety.

The survey results also show that switching to electric vehicles does not eliminate the concerns of younger consumers. Instead, a new form of stress has emerged: charging anxiety. Complex pricing, visible waiting times, unfamiliar plugs and technical handling requirements expose the customer even more during the charging process.

“These anxieties highlight one clear development: energy is moving away from the forecourt and shifting to where life already takes place – at home, at work or while doing other things,” says Christian Warning, Founder and Managing Director of The Retail Marketeers.

The findings raise a crucial question for fuel retailers: if energy is no longer the primary reason to visit a site, what becomes the anchor of the business model?

The study indicates a decisive shift from vehicle focus to passenger focus. Younger consumers expect foodservice-oriented hospitality instead of transactional refuelling, including comfortable spaces, a welcoming environment and a stress-free experience.

“The more discomfort people associate with the fuel pump, the stronger their desire becomes to refuel or recharge elsewhere,” Warning explains. “The industry now faces a strategic choice: remain reactive and hope that customers continue to come, or take bold, proactive steps to transform the forecourt into a destination that people actually want to visit.”

The Retail Marketeers argue that the future of roadside retail lies in experiential, food-driven offers and in creating multifunctional locations that support longer dwell-times and multiple use cases.

Further insights, international best-practice examples and concrete transformation models are included in the newly released Retail Marketeers Roadside Retail Report.

Industry leaders will continue the debate live at The Retail Marketeers Convenience Con in association with the NACS Convenience Leaders Exchange on 3 December 2025 in Hamburg.