Non-Food Background
In recent years the retailing of non-food items has become an increasingly important part of the core strategy of the major multiple grocery retailers.
It is estimated that 32% of sales going through the supermarkets is non-food (IGD Research/ IRI). This figure includes the more traditional categories such as health and beauty, household, petcare, news and magazines and tobacco which have been selling in supermarkets for some time.
The less traditional non-food categories account for 10% of sales (excluding clothing) through supermarkets and account for a total of £6.9 bn sales with growth by category varying between 6% and 25%.
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Which products form part of supermarket’s Non–Food offer?
Source: IRI/IGD 2004
(Note: Excludes traditional Grocery Non-foods such as household, petcare etc) |
The following chart shows whether or not shoppers are coming to the store specifically to buy non foods or if they are buying non-foods whilst in the store to buy foods. These findings indicate to what extent, amongst survey respondents, retailers are being successful with their strategies.
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Approach to Non-food Shopping in Supermarkets
Source: IGD Research 2004 |
Reasons for purchasing non-foods at supermarkets
The key reason shoppers will use supermarkets for purchasing non-foods is the convenience factor. Convenience is provided through the shopper being able to get all their shopping in one store, being able to park more easily than at other stores and also longer opening hours enables them to shop at a time that suits their lifestyles.
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Source: IGD Research 2004 |
Non-food categories purchased in Supermarkets compared with specialists.Purchasing of non-food categories in supermarkets and specialists differs depending on the category. For many shoppers supermarkets are the first choice for what are considered core non-food categories (toiletries and household goods) whilst specialists are still chosen by many for what are considered non-core categories.
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Category Purchasing Supermarket vs. Specialist
Source: IGD Consumer Research 2004 |
