The report says 11% of shoppers go to superstores just to buy non-food.
Grocers are the main location for customers looking for household goods and toiletries. Three-quarters visit a supermarket for household goods such as washing powder and toilet rolls. Two-thirds go to supermarkets to buy toiletries, compared to the 22% who choose a specialist like Boots.
However, supermarkets lose when it comes to clothes, cosmetics and electrical goods, and with healthcare, there’s an almost even split.