Bread is one of the most commonly bought items from local stores, but shoppers are often disappointed with the shops’ quality and choice, according to a new report from YouGov SixthSense.

It revealed that 60% of grocery shoppers use local shops once a week, with 68% purchasing milk and 55% intending to buy bread. However, 30% of those shoppers polled said they were “dissatisfied with the choice of products offered”.

The Co-operative came out as the most widely used local store brand, with 24% of respondents, visiting a shop once a week. Tesco Express came in second with 16%; 11% visited Spar once a week; and 7% went to Sainsbury’s Local.

The report notes that it is the “typically less well-off consumers” who are the key customer base for convenience stores.

James McCoy, research director for YouGov SixthSense says: “While most consumers accept that convenience comes at a price, smaller shops need to ensure that this typically price-sensitive group of shoppers is being catered for with carefully-targeted promotions and special offers.”

The online survey was carried out on 1,469 ‘main shoppers’.