Village shops act as a hub for rural communities and hence may have a role to play in helping customers choose healthier food products and hence facilitate sustainable healthy eating.

This pilot study adopted a three phase approach to exploring how to utilise village shops to promote healthier food choices. Qualitative consultation with village shopkeepers and shoppers, in phase one of this study, identified that the intervention should focus on provision of healthier snacks and drinks - dried fruit, nuts/seeds, apples, bananas, pure fruit juices, water, semi-skimmed or skimmed milk, and flavoured milk. In phase two, six village shops took part in the twelve month intervention – three trial stores received product selection and marketing support for six months only and three control stores received only healthy eating information. Phase three involved a follow up to the stores sixteen months post-intervention launch. Throughout phase two and three detailed sales data and qualitative research were captured.

A pilot case-study method was applied. Three heterogeneous village stores in Norfolk were purposively selected for trial of the intervention, with a view to maximising “transferability” to other UK village stores. The intervention ran from January 2006 to January 2007, and was ultimately managed and tailored by each store-keeper/ team of store-keepers.

The intervention was evaluated using a three-pronged approach:

• Detailed product sale data was recorded for the initial six month period, and analysed in comparison to sales from three “matched” control stores
• Questionnaire data was collated via the trial stores, prior to the intervention and compared to data collated post-intervention launch
• Qualitative interviews were undertaken with both village shoppers and store-keepers in the trial stores, to generate in-depth personal experiences of the intervention

Analysis of the quantitative sale and questionnaire data, revealed increases in numbers of healthier snacks stocked and sold in the trial stores as compared with control stores, during the intervention period. Trial stores stocked and sold significantly more pure fruit juice, milk and nuts/seeds than the control stores. However, trial stores also stocked and sold significantly more carbonated soft drinks.

The study generated insight into the particular challenges present within the village store environment. Barriers to the sale of healthier foods, from both a consumer and retailer perspective, were challenged by the intervention.

For village shoppers, the intervention was generally received positively. Interviewees demonstrated an awareness of healthy eating, though the marketing concept prompted them to question their prior perceptions of “snacks”, healthy eating and shopping practices. Healthier options were not always selected, which related to negative perceptions of such products, including poor taste and ability to provide satisfaction. Such perceptions appeared to be deepened by lifestyle factors, in particular habitual purchasing and lack of time, and were further enhanced by traditional advertising and stocking in village stores, which had focused largely on less healthy snack items.

For village retailers, the intervention was viewed as a partial success, with perceived benefits differing between the individual stores. Generally village stores faced numerous barriers in exploiting new market areas and this study found that issues included lack of staff time, constraint on financial resources, lack of training, difficulties with suppliers, and disproportionate regulatory requirements. Store-keepers reportedly were prepared to undertake relatively long working hours, for relatively little financial reward in an attempt to circumvent barriers, and because they actively enjoyed customer interaction. The store was perceived as playing an important role in the community.

The intervention phase demonstrated an increase in the number of the selected healthier snack products stocked and sold in all three trial village stores. On follow up the observed trends in the intervention were not sustained, though there was evidence that all store-keepers had increased their focus on nutrition issues. The study highlighted the issues and barriers faced by village shopkeepers when it comes to stocking healthier lines. It also demonstrated the benefits of local networks in supporting village shops to promote healthier lines.

The full report is available on Foodbase.