Huddersfield needs its own identity to attract shoppers and visitors.

That’s the view of retailing expert Stephen Wigley, who has been studying a shock report which labelled Huddersfield’s shopping experience one of the unhealthiest in the country.

The proliferation of fast food outlets, payday loan shops and betting offices were all said to be contributory factors.

But Mr Wigley, of the University of Huddersfield, believes it is difficult for the town, Kirklees Council and other organisations to change the image.

“The problem connects to the wider problems existing in the retail market place and specifically in the high streets of smaller retail centres such as Huddersfield.

“The basics of the problem are quite simple – any business has to operate profitably in order to survive. In this case a business environment has been created whereby retailers selling items regarded by this survey as being ‘positive’ cannot make a profit, and therefore survive in Huddersfield.

“Huddersfield is surrounded by retail parks and shopping centres like the White Rose Centre, Meadowhall and the Trafford Centre, and these act as magnets for the big name retailers and restaurants, drawing them away from smaller locales like Huddersfield.

Retailing expert Stephen Wigley

“As a result, smaller local retailers have to either offer something unique – which is difficult, but not impossible - or cater for the market that remains. And if we cater for the Huddersfield market, we have to acknowledge that it is not the richest town in the UK, it has a comparatively large student population, and the best chance for any business setting up in Huddersfield is to offer products and services appealing to, accessible to, and ultimately used by those customers. That means fast food outlets, betting shops, money lending stores and so on identified as the problem in the report. Once a street, and a town goes into decline it is difficult to revive - so a chicken and the egg situation is created”.

He said organisations such as the Huddersfield Partnership campaign hard for retailers, with limited resources.

“We need bold action. We need something that makes sense, can be easily promoted and give us an opportunity to brand Huddersfield as a ‘must visit’ place. An idea out of the blue - we are surrounded by beautiful countryside with opportunities for walking, cycling and watersports, not to mention tourism. We are rightly proud of Yorkshire’s food and drink – why not make Huddersfield the capital for all that’s great about Yorkshire?”

And he added: “One good thing in the report, pubs are regarded as being ‘good’ for health by the researchers as they give a community focus and encourage socialisation. So maybe Homer Simpson is right – beer is the answer!”

Huddersfield MP Barry Sheerman has reacted to the report by arranging a meeting of local traders and retailers to discuss their concerns.