UK supermarkets have nearly doubled their sales of non-food items like clothing, CDs and DVDs in the last five years, according to new research.
Supermarkets now dominate the childrenswear market
The survey by retail research group TNS of shopping habits for 2005 showed that supermarkets sold 27% of the CDs and DVDs purchased in Britain.
They also sold 19% of all clothing and footwear, up from 11% in 2001.
TNS said that supermarket sales of clothing, footwear and entertainment goods have risen by 94% in five years.
Overall market growth for these products in the same period was just 11%.
"Supermarkets are rapidly becoming a shopping destination in their own right for products such as DVDs and CDs, rather than them simply being added to the trolley with the weekly shop," said TNS Worldpanel research manager Lucy Burton.
Nearly 60% of British adults bought an item of clothing or footwear from a supermarket in the year to 8 January.
Big price reductions have helped supermarkets dominate the children's clothing market, with 27% of clothes sold.
The average price of an item of children's clothing in supermarkets is now £2.68, less than half of the average market price of £5.55.
Supermarket prices for children's clothes have fallen 32% in the last five years, said TNS.
But supermarket womenswear prices rose by 7% compared to 2004 as stores became more confident about competing directly with High Street competitors.
Online purchases were not included in the survey.