Urban prosperity is prevalent and is an important constituent of Budgens' shopper base

Educated urbanites are a dominant element - young, highly qualified people living in flats, who go out regularly to restaurants and bars

A successful Budgens would need to provide plenty of food to go to suit this fast lifestyle

Budgens is ideally placed, close to the tube station, to serve commuters

The small Budgens store only takes a small share of the supermarket market, at only 3%

Sainsbury's dominates the catchment, generating a 40% share from its local stores

Tesco appears relatively weak at only 17%

However, Tesco has six Metro stores within two miles of the Budgens store

The catchment is affluent (average income of £42,550 per household) and the number of households is forecast to grow by 11% to 2011