E-cigarettes were the fastest growing supermarket product of 2014

Nielsen data has confirmed that e-cigarettes were the fastest growing product category in supermarkets last year, just over a month after a ban on TV advertising is lifted.

E-cigarettes were the fastest growing supermarket product of 2014

E-cigarette sales grew 49.5% year-on-year in 2014, while sports nutrition products grew by 42.8% and ‘free-from’ products by 15.4%.

The surge in sales in e-cigarettes comes not long after the ASA upheld three rulings against e-cigarette brands in the wake of a ban on TV advertising being lifted.

According to the Nielsen data, the success of the product is already impacting other nicotine replacement products, such as gum and patches, which saw a 6.1% decline.

Nielsen’s head of retailer and business insight, Mike Watkins, believes the category growth is due to the big four pushing more range from its bigger stores.

"The fastest-growing categories are being driven by the major supermarkets who have a strategic advantage over discounters in having a depth and breadth of range, both in store and online.This is particularly important for less frequently-shopped categories where shoppers need a wide choice, such as sports nutrition and free-from, or where shoppers wish to choose from a wide range of brands, such as champagne," said Watkins.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).