A study of 600 consumers revealed that magazines were the most significant secondary purchase in supermarkets. Consumers who bought a magazine spent an average of £24.83 per shopping trip compared with £15.88 for those who did not.
Report author Jason Brownlee said: "People viewed the magazine sections as a welcome diversion to the weekly shopping grind."
Glasses fitted with video technology were also used to assess how consumers shopped the newsstand. Interviewees said they would like to see a wider range, but that it was the most enjoyable category, with CDs, DVDs and games.