Shoppers Turn to Supermarkets for Non-food

Shoppers in the UK are making supermarkets their destination for non-food according to new shopper research from food and grocery think tank IGD. Shopper Insight report 'The Non-Food Offer' says that 11% of shoppers now go to a supermarket just to buy non-food items.

IGD found that shoppers buy non-food categories in different outlets according to what they are buying. For example, supermarkets are the first choice for toiletries and household goods. Household goods, such as washing powder and toilet rolls, are regarded as part of the grocery shop, with over three-quarters of shoppers choosing to buy them in the supermarket. Almost two-thirds buy toiletries in a supermarket, as opposed to 22% in a specialist such as Boots, and 6% in a discounter. However when it comes to cosmetics, 38% prefer to buy these in a specialist store such as a pharmacy (compared to 23% in supermarkets), as they are regarded as a treat or luxury purchase.

A specialist clothing store is first choice both when shoppers are buying clothes for themselves (46%) or for children (26%). Supermarkets are the third choice for shoppers buying clothes for themselves (13%) and the second choice (14%) when buying clothes for children.

22% of shoppers would use a supermarket for buying everyday homewares like pots and pans and consider that supermarkets provide a good range at affordable prices, whereas department stores offer more special occasion or premium products.

For healthcare products there is quite an even split in terms of where shoppers go, with 43% preferring to go to a specialist, and 39% buying them in a supermarket. Talking to shoppers, it is clear that where they go depends on the level of expertise they require. Specialists (for example pharmacies, electrical stores, record shops) tend to be the first choice when the shopper feels they need more expert advice. If advice is not important, price becomes more of a determining factor.

When it comes to electrical goods, 60% of shoppers prefer to buy large appliances and 46% small appliances in a specialist (compared to 11% who prefer to buy large appliances and 26% who prefer to buy small appliances in a supermarket). They often consider the range to be better in a specialist, in terms of choice and well-known brands and also appreciate the specialist advice and after-sales service available. Small appliances, for example toasters and kettles, are more likely to be purchased in a supermarket, as shoppers perceive less risk in buying these in a non-specialist outlet. However 16% of shoppers IGD spoke to said that they would be prepared to buy large appliances in a supermarket, indicating potential for market growth.

According to Joanne Denney-Finch, Chief Executive of IGD, 'After years of development, non-food is becoming a key part of the strategy for most major multiples, and it's clearly paying off. Our research shows that many shoppers are making supermarkets their destination for many non-food items. They are most attracted by being able to buy everything under one roof, and by the fact that they believe the prices are lower. Both retailers and manufacturers can build on the fact that non-food attracts shoppers into a store, and work together to exploit the many opportunities available, for example cross-category promotions'.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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