The alarming rate at which traditional shops are disappearing, replaced by tanning studios, alternative therapists and mobile phone outlets has been revealed in a new census.

Data taken from the Yellow Pages, contrasting Brighton and Hove now with the city ten years ago, shows a startling drop in the number of old-fashioned shops.

Greengrocers have suffered the most catastrophic decline, with 74 per cent fewer advertisements for stores.

There are 46 per cent fewer cobblers and there has been a similar fall in the number of bakers, butchers and tradesmen.

But the city has seen an explosion in the number of beauty and tanning shops, cafs, bars and herbalists.

Alternative and complementary medicine has been one of the fastest growing markets in the city.

The number of people advertising reflexology services has increased 22-fold in the past decade.

Practitioners offering the Alexander Technique have increased by 1,000 per cent and the number of herbalist stores has doubled.

The figures have been revealed in the first survey of British business based on firms featured in the directory.

It consolidates anecdotal evidence about the decline of the traditional family-run store, replaced by a diversifying high street.

Brighton and Hove has witnessed the arrival of four times as many dieting and weight control shops and an 871 per cent increase in the number of mobile phone stores since 1994.

The number of tutoring services, including foreign language schools, has risen four-fold in the same time.

Travel agents have apparently felt the impact of new online and phone bookings, with the number listed in the book falling by almost half.

Economists are using the statistics as a social barometer to put together a picture of how city centres are evolving.

Dr Tim Leuig, professor in economic history at the London School of Economics, said: "We spend more than ever on luxury goods and pampering, from cars to cosmetic surgery.

"We're less likely to be seen in traditional high street shops."

The new Brighton and Hove reflects deeper social trends of people working harder and longer.

People prefer big supermarkets and throw-away goods while seeking solace in the latest health trend.

Keith Bryden, 49, of the Hove Business Association, said: "The High Street has become a more difficult place for traditional businesses to survive.

"The freeholders in places such as Churchill Square should look at how they support independent traders. There are very few proper shops in those places.

"As soon as there is a recession and people have to watch their spending, these types of shops will just disappear.

"We have been driven out by fashion shops with higher margins but we are not totally despondent because these things come and go."

Wednesday August 04, 2004