Essential reading for retailers and suppliers in the home improvement market

A third of shoppers target supermarkets for DIY goods

Published: 15 April 2013
Almost a third of shoppers have bought gardening equipment and DIY tools from a supermarket, according to new research.
A third of shoppers target supermarkets for DIY goods
The study, by Santander, shows that 16% of shoppers - 8m - now use supermarkets as one-stop shops by purchasing all their non-food items as well as food products there.

Nearly three-quarters - 72% - of shoppers have bought clothing and accessories from a supermarket retailer, and CDs, DVDs or video games are the second most common non-food purchase, bought by 67%. The same number have bought household electrical appliances, 42% have purchased toys and 32% gardening equipment and DIY tools.

Following on behind are mobile phone or computing devices, sport and fitness products and indoor furniture.

The findings reveal that 98% of Brits now purchase at least some non-food items from their local supermarket, with 64% doing so for convenience, 51% to take advantage of competitive prices and 27% to take advantage of rewards and loyalty points.

The survey also found that over the last few years 43% of Brits have increased their tendency to purchase non-food items in supermarkets.

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