Shoppers are increasingly making supermarkets their destination for non-food as well as groceries, according to retail analysts IGD.
New research shows that more than a tenth of shoppers go to supermarkets specifically to purchase their non-food goods. The research from IGD found that shoppers buy non-food categories in different outlets according to what they are buying.
Almost two-thirds of consumers buy toiletries from a supermarket, as opposed to only a fifth of purchases made in high street chemists such as Boots, and 6 per cent in discount chains.
Cosmetics are treated as luxury items, however, with nearly 40 per cent of consumers preferring to buy cosmetics products in a specialist store such as a pharmacy, compared to 23 per cent in supermarkets.