Innovation Is Key To Rural Retail Resilience

The Future of Rural Retail, launched by Plunkett UK, explores how community-owned shops can remain relevant in a fast-changing retail environment. Drawing on insights from a national taskforce of 19 retail leaders – including broadcaster Mary Portas and the Earl of Devon – the report tackles pressing challenges such as changing shopping habits, limited supply chain access, and rising operating costs.

Convenience is no longer just about proximity – it's also about flexibility. With almost half of UK consumers now using both in-store and online grocery options, rural shops are being squeezed on all sides. Plunkett's report highlights the need for shops to diversify, adapt their offer, and lean into their strengths as community anchors.

Despite these challenges, community-owned retail is a growing success story – with around 450 shops across the UK and a 94% long-term survival rate. These businesses do more than sell essentials: they create local jobs, reduce isolation, and keep vital services alive in areas often overlooked by the mainstream market.

Plunkett’s Membership Manager and long-time community shop volunteer, Laura Olver, authored the report with a uniquely personal insight. Structured around four key themes – range, proposition, services and impact – the report offers practical ideas and a vision for the future, while also calling for government recognition and support.

Watch the 6-minute video accompanying the report, showcasing two inspiring community shops:

Read the full Future of Rural Retail Report on Plunkett UK's website HERE

As the Rural Services Network continues to champion thriving rural communities, we’re proud to share this important contribution to the rural retail conversation.