SUPERMARKETS have nearly doubled their sales of non-food goods such as CDs and clothing in the last five years, research shows today.

More than a quarter of CDs (26.8 per cent) and DVDs (27.4 per cent) sold in Britain are bought in supermarkets, figures by TNS Worldpanel show.

Competitive prices and convenience are two factors said to be behind the trend.

Supermarkets' share of the CD and DVD markets has soared from 15.2 per cent and 12 per cent respectively just five years ago.

Nearly a fifth, 19 per cent, of all clothing and footwear is bought in supermarkets - up from 11 per cent in 2001.

These large chains now sell 12 per cent of all books, while their share of the computer games market has risen to 12.2per cent from 5.4per cent five years ago.

TNS Worldpanel research manager Lucy Burton said 37 per cent of newly-released DVDs were bought in supermarkets compared to just 25 per cent from specialist high street stores.

She said: "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."

A quarter of newly-released DVDs are bought in non-specialist high street stores followed by 12 per cent purchased online.

Supermarket sales of clothing, footwear and entertainment products have risen by 94 per cent in the past five years, according to TNS Worldpanel.

A study of 15,000 British adults in the year to January 8 showed that 58 per cent had bought an item of clothing or footwear in a supermarket during that period. A similar study of 10,000 Britons aged 12 to 80 years found that 25.9 per cent bought CDs and 28.7 per cent bought DVDs in a supermarket during the year.

One fifth of the panel bought books at supermarkets.

Large price reductions on items of children's clothing have given supermarkets the lion's share of this sector of the UK clothing market. The average price of an item of children's clothing sold in supermarkets is £2.68 - less than half the market average.

More than a quarter (27.3%) of all childrenswear is bought in supermarkets.

The price of women's clothing sold in supermarkets rose by 7% on the previous year as the chains' own brands became stronger competitors to their high street rivals, TNS said.

The figures are based on the findings of two ongoing TNS surveys.

The first monitors the clothing, footwear and accessories purchasing trends of 15,000 British adults.

The second monitors film, music and electronic games purchasing and usage trends for 10,000 Britons aged 12 to 80.

Sales figures relate to volume and not to market value. Online purchases were not included.

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