Household goods are the most popular item bought from independent discounters, according to a survey by Rowan, specialist wholesaler to the discount channel.
The survey, of 2,000 adults of independent discounters, found that 70.4 per cent used the shops to buy household goods such as curtains, cooking utensils and blankets.
The survey was undertaken by OnePoll between 5 December – 9 December 2013 and was commissioned by Rowan.
Four in ten bought groceries and confectionery while a third bought health and laundry, beauty snacking and drink products.
“The two largest users of cleaning products are retirees and families – both of whom are now the two largest users of the discount sector,” explained Rowan’s commercial director James Russell. “Retirees in particular are more likely to have high awareness of good brands which no longer receive the sort of marketing support that they used to – and these are exactly the products found in many independent and high street discounters.”
The independent discount sector is in the midst of a boom as more shoppers with tighter-incomes flock to Aldi, Lidl and Poundland.
Russel added: “Household goods are a particularly interesting sector for the brands themselves, as independent discounters don’t tend to stock own-label goods which would undercut their products.”