Rural community shops play a critical role in safeguarding equitable access to essential retail and having broader societal impact – but more than ever, they must adapt to survive.
This is the key message in Plunkett UK’s new Future of Rural Retail Report, produced in partnership with a taskforce comprising 19 experts who represent supermarkets, wholesalers, local food suppliers and services. Among the group are retail consultant and broadcaster, Mary Portas, and the Earl of Devon, Charles Courtenay.
The report was inspired by Plunkett’s member businesses to reflect their growing concerns about the challenges they face in accessing core products from large national wholesalers, alongside increasing cost pressures and ever-changing consumer behaviours.
Convenient shopping is being redefined. With almost half of UK shoppers having ‘hybrid’ food shopping habits – using both in-store and online – to-the-door supermarket deliveries are bringing new challenges for community-owned shops that were once a lifeline for those in isolated rural villages.
Community shop product ranges and services need to evolve accordingly. Businesses cannot survive in a climate of rising costs with declining footfall and sales.
Plunkett recognised the need to act to find long-term solutions for its members and help secure the future of rural retail. We called together the taskforce who met at Ditchley Park, Oxfordshire, in October 2024 for discussion and participants put forward a range of practical solutions and offers of support to help ensure the future viability of the sector.
A series of UK-wide, in-person and online roadshow events followed in spring 2025, attended by over 80 community-owned shops – and their feedback was overwhelmingly receptive to change. They identified a number of measures and support that would be needed to assist shops with this transition.
There are around 450 rural communities from northern Scotland to southern Cornwall benefitting from a community-owned shop at their heart, and the sector continues to grow at a rate of 15 shops or so every year. Their success rate is impressive with a 94% long-term survival rate. Rural retail is more than just business; it’s the heartbeat of a community.
The Future of Rural Retail Report is written by Plunkett’s very own Membership Manager, Laura Olver, who brings a distinct perspective on this topic as a long-term Director and volunteer at a community-owned shop, and having had a previous career in retail and purchasing.
It is written in her own voice from a community shop perspective and for a community shop audience.
Watch this six-minute feature video, which accompanies Plunkett UK’s Future of Rural Retail Report, highlights challenges and offers solutions. We meet people at two community-owned shops to find out more about the impact they are making.
“Plunkett UK has the privilege of working with community shops up and down the country that have responded positively to challenges; they’ve adapted and evolved and are thriving. Community-owned shops are agile, independent and can change relatively quickly.”
“The government has made some clear indications that they are in listening mode regarding rural community businesses. Our shops are operating in areas of market failure and are often the only remaining service in a community. If we can articulate a clear direction for rural retail, there is more chance of government support to help us realise our ambitions both to grow the community shop sector and to ensure those that are trading are thriving.”
Laura Olver
The core of the Future of Rural Retail Report is centred around four scales that explore the themes of range, proposition, services and impact. These emerged for community-owned shops to consider in their future planning, so they can stay relevant, inclusive, impactful – and profitable. The report ends with three key considerations related to community consultation, finance and capacity, and provides practical solutions for what’s next, and how Plunkett and our partners can help.
There are also foreword and insights from the taskforce co-chairs, Charles Courtenay and Mary Portas, as well as an opening comment from Daniel Zeichner, Minister for Food Security and Rural Affairs at DEFRA.
“The Future of Rural Retail report is a testament to the hard work and passion of those that serve rural retail. I hope it will provide a vital reminder to decision-makers in government and in the private sector of the importance of rural retail, as well as its vulnerabilities, and the ways in which it can be sustained.”
The Earl of Devon Charles Courtenay
“The way people are making their shopping choices are shifting. Rural shop managers and committees must think beyond just selling goods. They need to offer services that matter to our communities, whether that’s financial support, digital access, acting as a local hub, or stocking essential goods that people struggle to find. The key is to stay nimble, keep an open mind, and be ready to try new ideas so rural shops continue to serve as a vital part of the community.”
James Alcock, Plunkett’s CEO
