Health and wellbeing challenges in rural England

Key statistics 

• 19% of England’s population lives in rural areas, yet these areas cover around 85% of the country’s land area 

• people living in rural areas generally have better overall health outcomes than those in urban areas, including longer life expectancy 

• however, rural areas contain small pockets of significant deprivation and poor health outcomes that may be hidden within overall averages 

• rural populations tend to be older on average, with higher proportions of residents aged 65 and over compared with urban areas 

• the sparsity of rural populations and greater travel distances can affect access to services, employment and support networks 

Key messages 

• overall health indicators in rural England often appear favourable, but they can mask significant local variations in deprivation and health outcomes 

• rural populations are typically older, increasing demand for health and social care services 

• geographic sparsity and distance between communities can influence access to services and support 

• local authorities need detailed knowledge of rural populations to identify hidden health challenges 

• better local data and more granular statistics are needed to reveal health disparities within small rural communities 

Policy implications 

• improve local data collection to identify hidden deprivation and health needs in rural areas 

• develop rural-specific public health strategies rather than relying on national averages 

• strengthen collaboration between health services, social care providers and local authorities in rural communities 

• consider transport, service accessibility and population ageing when planning rural services 

• support community-based approaches that address local health needs in dispersed populations 

Gaps 

• national and regional statistics often mask variation within rural communities 

• limited granular data exists on health outcomes in smaller rural settlements 

• further research is needed to understand how service accessibility affects health outcomes in rural areas 

• more evidence is needed on the effectiveness of rural-focused public health interventions 

Commentary 

This report examines the health and wellbeing of people living in rural England and highlights the complexity of rural health outcomes. Rural areas cover most of England’s land area but contain a relatively small proportion of the population. Despite this, rural communities play an important role in the national health and social care landscape. 

On average, people living in rural areas experience better overall health outcomes than those living in urban areas. For example, life expectancy tends to be higher and some health indicators appear more favourable. However, these averages can hide important differences within rural communities. 

The report emphasises the presence of “hidden deprivation” in rural areas. Small pockets of poverty and poor health may exist within otherwise affluent rural districts. Because rural populations are smaller and more dispersed, these issues may be less visible in national or regional statistics. 

Rural populations also tend to be older than urban populations. Higher proportions of residents aged 65 and over increase demand for health and social care services, including community support and long-term care. 

Geography plays an important role in shaping access to services. Rural communities often experience longer travel distances to healthcare facilities, fewer public transport options and limited availability of specialised services. These factors can make it more difficult for people to access timely support. 

From a health and social care equity perspective, the report highlights the importance of recognising rural diversity. While some rural areas experience strong health outcomes, others face significant challenges linked to deprivation, ageing populations and limited service access. 

The report argues that local authorities need detailed understanding of their rural populations in order to identify and address these challenges. More granular data and locally tailored policies may help ensure that rural communities receive appropriate support and that hidden inequities in health and wellbeing are addressed.