M&S Is The First Retailer To Include Alcohol In Its Food Sales Reporting As It Continues To Lead The Way On Health

M&S is already the number one supermarket for offering healthy choices* - its Eat Well logo, the first of its kind in the UK, was launched 21 years ago and helps customers to identify healthy choices

Today, M&S announces that it will include sales of alcohol in its reporting of food sales, offering increased transparency on the percentage of healthy food and drink sold, in line with its health target. M&S continues to lead the way on health: In 2023 M&S voluntarily introduced a healthy sales target of 70% 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, missing out 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 say that health is the top driver when they plan to reduce their alcohol intake**. The NHS lists overconsumption of alcohol as a cause of obesity and think tank Nesta reports that alcohol contributes a small but significant share of “empty” calories - around 5% of calories purchased by UK adults overall. This equates to around 140 calories each day - the same as a standard 175ml glass of wine. Over 60% of M&S customers who said they had a healthier Christmas said they drunk less alcohol***. 

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.

Alex Freudmann, Managing Director of M&S Food said: “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. However, reporting models do not currently include alcohol, which, as research shows, can contribute to empty calories, having a potential impact on heath. 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 or low alcohol alternatives.”

Karen Tyrell, CEO of the charity Drinkaware, said: “We’re 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%) 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. 
 
At the same time, consumer attitudes to alcohol are shifting: 44% of UK drinkers now moderate their drinking by using alcohol-free or low-alcohol drinks, up from 31% in 2018. In this time, consumption of alcohol-free drinks has increased from 18% to 31%, and low alcohol from 25% to 33%. 
 
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. To take the first step toward understanding your own drinking, visit the Drinkaware website and take our free, three-minute Drinking Check.” 

ENDS

* YouGov BrandIndex, UK 18+ Aware Population, ~n.3000.
**M&S’s own research: The Customer Collective surveys 40,000 customers
***M&S Collective 2
****Nesta