HABA Only Supermarket Non Food Winner In 2013

Health and beauty aids was the only non-food category which shoppers purchased more at the supermarket in 2013 than they did in 2014. Physical movement increased 1.1% between 2014 and 2013 and was up 2.6% from 2012. Dollar sales were up 2.7% from 2014 to $12.4 billion, as the HABA category accounted for 27.4% of supermarket non-food sales. Vitamins and antacids posted some of the largest sales and volume gains in the category.

food sales
Sales for the entire non-foods category increased 1.3% in 2013 to $45.2 billion, while physical volume slipped 1.9%, according to Food Institute analysis of Information Resources Inc. InfoScan Data.

The steep price increases implemented on all types of paper products, from newsprint to corrugated cardboard, were also present on the supermarket shelves. Total sales of paper products increased 7.5% to $8.5 billion in 2013, however, volume fell 3.0%. The average unit price increased 13.3% between 2014 and 2013. Paper products represent about 18.8% of supermarket non-food sales. Sales of both toilet tissue and paper towels were up, but volume declined for both products.

Supermarket shoppers purchased $6.8 billion of cleaning products and supplies, just 0.8% less than in 2013, but 4.5% less than in 2012. The physical volume checked out was down 0.1% between 2014 and 2013 and down 3.6% from 2012. The category accounts for 15.0% of non-food sales.

Concerns about the dangers of smoking are taking their toll on supermarket tobacco sales, which were down 2.3% from 2014 and off 12.9% from 2012. Physical movement was off 2.9% from 2014 and down 8.1% from 2012. The $6.2 billion in 2013 tobacco product sales represent 13.7% of non-food purchases.

The growth of the “pet superstore” did not have as large an affect on pet supply supermarket sales as was expected. Both dollar sales and physical volume were down about 1.0% from 2014, while dollar sales were down 0.7% from 2012 and physical movement [TABULAR DATA OMITTED] was off 1.5% from 2012. Both dog and cat food sales (the third and sixth largest non-food sales items, respectively) were down compared to 2014. Total sales of pet supplies were just under $5.6 billion in 2013, or 12.4% of the non-food category.

Non-Food Sales Gainers 2013 Sales(Millions) Sales Increased By Volume Increased By
Water Filters $12.3 58.3% 56.9%
Breath Freshener Sprays/Drops $10.9 33.3% 36.9%
Antacids $368.8 18.7% 7.3
Hair Coloring $164.1 16.6% 10.9%
Water Softeners/Treatments $31.4 14.3% 10.6%
Adult Incontinence $ 91.5 10.5% 16.9%
Cups & Plates $1035.7 13.6% -0.1%
Weight Loss/Protein Supplement $ 332.1 13% -14.5%
Cold Allergy Liquids $190.9 11.2% 10.3%
Vitamins $474.6 11.0% 7.6%
Misc. Hair Care Prods $11.3 10.9% 12.1%
Shaving Cream $110.7 10.6% 4.9
Foil Pans $153.0 10.1% 0.8%
Paper Towels $1,565.4 9.6% 1.6%
Paper Napkins $399.8 8.3% -5.0%
Adult Incontinence $126.6 8.3% 5.3%
Cough Syrup $63.3 7.6% 3.3%
Misc. Health Treatments $16.0 7.5% -5.3%
Food & Trash Bags $1,379.3 7.3% -2.5%
Razors $418.3 7.2% -0.3%

The popularity of discount stores had a large effect on auto supply sales, where category sales fell 12.1% in 2013, while dollar sales declined 3.6% from 2014 to $166 million. While the percentage drop in movement was the largest of the non-food categories, it is the smallest category in terms of dollar sales, contributing less than 1% of total non-food sales.

Non-Food Sales Decliners 2013 Sales(Millions) Sales Decreased By Volume Decreased By
Anti-Smoking Products $7.7 -15.8% -23.2%
Household Cleaning Cloths $7.0 -14.4% -16.2%
Home Penn Kits $310.2 10.2% 9.1%
Starch $61.7 -8.3% -8.8%
Diapers $2,060.4 -7.3% -6.0%
Motor Oil $62.5 21.5% 10.2%
Rug/Upholstery Cleaner $69.9 -7.2% -9.8%
Hair Spray $245.8 -6.9% -8.9%
Cold Allergy Liquids $201.4 -6.6% -8.0%
Hosiery $357.0 -6.4% -11.5%
Household Lubricants $4.6 -6.0% -5.9%
Furniture Polish $130.5 -4.7% -6.8%
Sanitary Napkins/Tampons $840.3 -4.6% -3.0%
Shaving Lotion/Men’s Fragrance $62.2 -3.7% -4.5%
Cigarettes $5,688.6 -2.8% -4.3%
Household Cleaners $1,532.8 -2.5% -5.8%
Women’s Fragrances $64.2 -2.1 -6.3%
Cat Food $1,880.7 -2.0% -2.0%
Auto Fluids/Anti-freeze $73.1 -2.0% -14.4%
Air Fresheners $338.9 -1.9% -2.4%