Non-food sales from supermarkets are expected to increase by 40% to £16.2bn in 2014, representing nearly 10p in every pound spent in the grocers.
According to the UK Grocery Retail Outlook 2009 – Repositioning for growth report by grocery trade body IGD, non-food sales in the grocery market are currently worth £11.6bn.
High street fashion retailers have already seen their sales impacted by the supermarkets’ move into non-food.
Joanne Denney-Finch, chief executive, IGD said: “The food and grocery industry has demonstrated resilience during a period of economic uncertainty. Food and grocery retailers have been steadily investing in non-food, both in-store and online and will increasingly reap the rewards, prospering in a value-conscious and convenience-driven marketplace.”