UK | M&S announced that it will include alcohol sales in its food sales reporting, offering increased transparency into the percentage of healthy food and drink sold, in line with its health target.
In 2023, M&S voluntarily introduced a healthy sales target of 70 percent of Food sales from healthier products by 2024/25 (tonnage), which was met in 24/25.
M&S was the first retailer to introduce a logo to signpost healthy choices with the launch of its Eat Well sunflower in 2005.
The Government plans to introduce mandatory reporting for retailers by 2029, highlighting sales of healthy and non-healthy foods. M&S supports mandatory reporting; however, current reporting models do not include alcohol, which is a key element of UK shopping baskets.
M&S is already seen as the number one supermarket for supporting healthy choices, and three-quarters of M&S customers said health is the top reason for their plans to reduce their alcohol intake.
Given the role of alcohol in UK diets and the potential impact on health, M&S is voluntarily including alcohol in its reporting, alongside the sales of high salt, fat and sugar products that it already declares.
“We are voluntarily including alcohol in our Healthy Food Sales target because it’s the right thing to do. We support the Government’s proposal for mandatory reporting of food sales, encouraging retailers to make healthy choices easier for customers," said Alex Freudmann, Managing Director of M&S Food.
"However, reporting models do not currently include alcohol, which, as research shows, can contribute to empty calories, having a potential impact on health. We encourage other retailers and the Government to include alcohol in food sales reporting to offer full transparency on healthy and non-healthy food choices."
Customers are turning to their weekly shop to support their health. As M&S, we are increasingly seeing customers make healthy choices by balancing their alcohol consumption with non-alcoholic or low alcohol alternatives.
Karen Tyrell, CEO of the charity Drinkaware, was delighted by M&S’s decision to boldly lead the way as the first major retailer to set ambitious, measurable targets for alcohol as part of their reporting.
"Our research shows nearly three-quarters (73 percent) of all alcohol is bought in supermarkets and convenience stores, and with UK drinkers most likely to regularly drink at home, this move will provide valuable insights into the habits and behaviours of home drinkers," said Tyrell.
"We’re thrilled to be working so closely with M&S to turn these insights into action, helping those drinking over the guidelines to moderate their drinking."
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