The Future of the Small Rural Grocery Store: A Qualitative Exploration

Abstract

This study adds to the literature around food access in rural communities, and can inform future implementation strategies to work with storeowners to improve healthy food access.

Supermarket retailers’ perspectives on healthy food retail strategies: in-depth interviews

“…Furthermore, our analysis reveals insights into the balance between business viability, and the perceived high price and limited demand for more healthy foods which our supermarket retailers identified as a barrier to uptake of healthy food retail strategies (and that is corroborated by other work [ 18 , 19 , 21 , 22 ]). Promisingly, industry literature indicates a national trend toward an increased demand for more healthy and fresh food products, such that packaged foods are now competing with fresh foods for shelf space [ 44 , 45 ].…”

“…Only two recent studies focusing on small stores have examined the impact of retailer and distributor relations. The first study by Pinard, et al (2016) focused on small grocers in rural areas and found that agreements with distributors were particularly influential given competition with chain supermarkets and financial constraints [ 19 ]. The second study by Ayala, et al (2017) concluded that distributors of less healthy products are more likely to promote and obtain stocking agreements for their items through the use of incentives [ 20 ].…”

“…Existing research, mostly examining small food stores, suggests that food retailers are challenged by higher costs, limited demand, and few supplier incentives for more healthy foods [ 18 – 20 ]. Within this body of research, few have sought to uncover food retailers’ perspectives on healthy food retail and their stocking practices [ 18 , 19 , 21 , 22 ], and even fewer have used a qualitative methodology to do so [ 19 , 22 ]. Pinard, et al (2016) and Kim, et al (2017) explored food retailers’ perceptions about business practices and factors that encourage or inhibit healthy food retail through in-depth interviews [ 19 , 22 ].…”

“…Within this body of research, few have sought to uncover food retailers’ perspectives on healthy food retail and their stocking practices [ 18 , 19 , 21 , 22 ], and even fewer have used a qualitative methodology to do so [ 19 , 22 ]. Pinard, et al (2016) and Kim, et al (2017) explored food retailers’ perceptions about business practices and factors that encourage or inhibit healthy food retail through in-depth interviews [ 19 , 22 ]. Their research adds context to small food store retailers’ concerns about profitability, survivability, and competition; pressure from suppliers and manufacturers; consumer demand; and their role in influencing food decisions within their communities.…”

“…Their research adds context to small food store retailers’ concerns about profitability, survivability, and competition; pressure from suppliers and manufacturers; consumer demand; and their role in influencing food decisions within their communities. However, like most other food retailer studies in public health, the aforementioned work only sampled small food store retailers [ 19 , 22 ]. It is not clear how transferrable their findings are to supermarkets, which have a different business structure compared to small food stores.…”