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

According to Nielsen, volume sales of e-cigarettes are up 49.5% year-over-year, followed by sports nutrition bars, powders and shakes (up 42.8%).??

With the rise of e-cigarettes has come an accompanying 6.1% decline in volume sales of nicotine replacement products such as patches and gum. Cigarette sales continued their downward trend with a 2.2% decrease, although rolling tobacco sales increased 4.4%.

“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,” Mike Watkins, Nielsen’s UK head of retailer and business insight said. “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.”