Non-food as a growing and diverse segment
Non-food is particularly appealing due to its changing product ranges and regular special offers, which arouse curiosity and provide additional impetus to buy. Many suppliers combine a broad permanent range with quick rotations, which encourages browsing and favours spontaneous purchases. The shopper insights from mafowerk show that non-food purchases are often impulsive and are strongly characterised by price awareness, variety and inspiration. At the same time, the category is gaining in importance in offer communication. The analysis by Marktguru and DHBW Heilbronn shows a +12% increase in the volume of non-food promotions for 2025 and emphasises the trend towards early, seasonally timed campaigns that create additional reasons to shop.
Seasonality and decision phases characterise the offer logic
Offer communication in the non-food sector is strongly orientated towards seasonal and project-related patterns. The analysis shows that categories such as garden products, barbecues and Christmas decorations have clearly defined promotional windows, while household goods play a role all year round. At the same time, early placements are gaining in importance. Many promotions deliberately appear weeks before the expected demand because interest or concrete demand already arises in this phase, even if the actual purchase is often made spontaneously later. The study makes it clear that good timing is key. Offers that are visible early on increase attention and create the basis for subsequent impulse purchases to be triggered precisely when the moment is right.
Advertising and orientation in non-food
Communication in non-food clearly differs from classic FMCG models. Retailers focus more on thematic impulses and changing product ranges, which triggers many spontaneous purchases. The shopper insights from mafowerk show that consumers react particularly to price advantages, everyday offers and visible novelties.
At the same time, private labels are gaining in importance. According to Marktguru, they characterise a large proportion of promotional goods, as they enable flexible product range changes and attractive prices, especially in seasonal and fast-moving areas such as textiles or garden products.
Information behaviour is correspondingly divided. Consumers use retailer websites, apps and digital offer channels for a quick overview, while many impulses first arise in the store. POSpulse also shows that digital, price-orientated and easily accessible channels and social touchpoints are important because they make trends quickly visible and convey current non-food topics.
Non-food as an impulse for modern retail
Non-food is increasingly developing into an area in which targeted communication and customised topic planning are crucial. The interplay of seasonal relevance, broad product ranges and digital control offers retailers a wide range of opportunities to remain visible and boost purchasing impulses.
MEDIA CENTRAL supports you in optimising the placement of non-food offers - with data-based insights, clear recommendations for action and efficient implementation across all relevant channels.