Sales of non-food items such as toys, DVDs and fitness equipment in supermarkets will increase by 40% in the next five years, according to a report today.
Such sales will rise to £16.2 billion in 2014, up from £11.6 billion this year, the food and grocery industry research firm IGD said.
The UK Grocery Retail Outlook 2009 report also forecast that a total of £175.9 billion will be spent in grocery retail outlets in 2014, an increase of 20% from this year.
Joanne Denney-Finch, IGD chief executive, said: "Food and grocery retailers have been steadily investing in non-food, both in-store and online, and will increasingly reap the rewards, prospering in a value-conscious and convenience-driven marketplace."
Gavin Rothwell, IGD senior business analyst, added that expanding grocery retail businesses to provide more diverse items such as dishwashers and bathroom suites, as well as services such as banking, eye care and travel, will help drive further growth.