FMCG research / Old-fashioned staples fall in sales, while frozen food also continues downward slide in the wake of the horsemeat scandal / Nielsen

E-cigarettes, sports nutrition and “free-from” are the fastest-growing products in UK supermarkets by sales volume – according to the latest data from global information and insights company Nielsen.

Volume sales of e-cigarettes are up 49.5% year-on-year, followed by sports nutrition bars, powders and shakes (up 42.8%).

The rise of e-cigarettes has seen an accompanying 6.1% decline in volume sales of nicotine replacement products such as patches and gum.

Adam Leyland, editor of The Grocer, who analysed Nielsen’s data, says: “As the Chancellor continues targeting the tobacco industry, cigarette sales continue to fall, down 2.2% by volume, however, rolling tobacco sales are up 4.4%. The rise of e-cigarettes is the biggest trend in this market, with 10 Motives overtaking E-Lites as the leading brand.”