UNCHARTED TERRITORY

While the current data from IRI shows supermarkets struggling to maintain share in many crucial health and beauty care and general merchandise categories, the biggest and fastest growing nonfood areas are off the charts - literally. No nonfood category in the IRI data topped $1 billion, but five not covered by IRI do: pharmacy, fuel, gift cards, magazines and greeting cards. Pharmacy at $27.6 billion

While the current data from IRI shows supermarkets struggling to maintain share in many crucial health and beauty care and general merchandise categories, the biggest and fastest growing nonfood areas are off the charts - literally. No nonfood category in the IRI data topped $1 billion, but five not covered by IRI do: pharmacy, fuel, gift cards, magazines and greeting cards. Pharmacy at $27.6 billion far exceeded the $11.9 billion in sales posted by the IRI category leader, carbonated beverag

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