Supermarket Sainsbury's says sales of its general merchandise - including toys - is continuing to grow at more than twice the rate of food.
The grocer also said it is planning to expand its non-food range over the coming year.
"We know that our non-food offer builds overall customer loyalty, and with only around a third of the population - up from 11 per cent five years ago - living within a 15 minute drive of our full non-food range, there are plenty of opportunities for future growth," read a statement.
"Only one in five of our supermarkets has a full non-food range. Future store extensions therefore present opportunities for growth in this area."
Sainsbury's says it is second in the UK market by value for sales of children's fancy dress goods.
It also claimed that its general merchandise "outperformed the market", driven in part by strong sales on occassions like Mother's Day and Back to School.
Sainsbury's also said over half of its online customers use the grocer's Click & Collect service, which is available in almost 1,000 of its stores.
The news comes as part of the grocer's preliminary financial results for the 52 weeks ending March 16th, 2013.
Profit before tax dipped 1.4 per cent to £788 million. However, Sainsbury's increased its market share to 16.8 per cent, the highest for a decade.
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