Non food retailers could get their own back on supermarkets by stealing a greater share of grocery, according to an IGD report.

Grocery Opportunities on the High Street says that the likes of Boots, Superdrug, WHSmith, Woolworths and Wilkinson are well placed to push up food sales because of shifting demographics.

Report author Gavin Rothwell said: "After years of seeing their core non food sales slip away to the major superstore operators, there is an opportunity for these retailers to turn the tables and capture a larger share of food and grocery sales. The trend towards smaller households translates into smaller, more frequent, shopping trips, therefore the high level of traffic at many of these stores translates into a significant opportunity."

Value operators also stand to gain from consumer trends, Rothwell said. "Commoditisation is an increasingly important feature, with shoppers looking to spend as little as possible on basic items in order to indulge in higher-priced indulgent items.

"Value operators - including Home Bargains and B&M, as well as fixed-price retailers such as Poundland, 99p stores and the hard discounters - are experiencing strong growth and are rapidly expanding estates."