Electronic cigarettes were by far the most rapidly growing product in UK supermarkets in 2014, according to new research from Nielsen.
Sales of e-cigarettes leaped by 49.5 per cent last year, while health-spectrum and sports-nutrition products were almost as in demand: sales of fitness-enhancing drinks, shakes and bars recorded growth of more than 40 per cent.
The evolving buying trends in Britain's ten biggest supermarkets (not including discounters Aldi and Lidl) were revealed in the Nielsen report.
The study reveals the emergence of a new kind of smart shopper, one who buys luxury goods such as upmarket beers and ice cream after saving money on staples by acquiring tinned fruit, tea and coffee from discount grocers. This has resulted in the 'premiumisation' of many products.
Mike Watkins, Nielsen’s UK head of retailer and business insight, offered an explanation for the development, telling The Guardian newspaper: "This is particularly important for less frequently shopped categories where shoppers need wide choice, such as sports nutrition and free-from, or where shoppers wish to choose from a wide range of brands, such as champagne."
© 2014 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly.