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Category make-up of online vs store total grocery sales
Category % of total online sales % of total store sales
Fresh 34.9 43.0
Household and pet 13.3 7.8
Ambient  12.7 13.5
Health, beauty and baby 11.5 5.0
BWS 11 13.1
Impulse 10.4 12.4
Frozen 6.2 5.3

Source: NielsenIQ UK Ecommerce Benchmark, NielsenIQ Homescan Bricks & Mortar Stores

Fastest growing subcategories online
SubcategoryYoY value sales growth
ROTISSERIE 282%
DIAGNOSTICS 254%
SUSHI 237%
GLASSES & LENSES 198%
WINE SPECIALITY 128%
WINE MINIATURES 107%
EAR CARE 99%
STOMACH 96%
SLEEPING AIDS 93%
STOUT 90%

Source: NielsenIQ UK Ecommerce Benchmark