Marks & Spencer has launched an own-brand pet food range called Paws & Pals for cats and dogs to encourage customers to do weekly shops.
The new product lineup arrived in stores today after market research data crowned the retail group as Britain's fastest-growing grocer following a sales boom during recent heatwaves.
Grocery sales at Marks & Spencer leapt 15.9 per cent in the 12 weeks to August 10 compared with a year earlier, according to market researchers at Worldpanel by Numerator. The performance placed M&S well ahead of rival grocery chains, with only online grocer Ocado coming close after recording sales growth of 13.1 per cent.
M&S Food managing director Alex Freudmann said: "Pets are part of the family for millions of households."
"We’re focused on becoming a true shopping-list retailer, making it easier for customers to do more of their weekly shop with M&S," he added.
Expanding supermarket appeal
The High Street retailer has traditionally been seen as a place to pick up certain items, ranging from picnic food to bakery treats, rather than for basic grocery staples. But it is ramping up its appeal on this front by offering bigger packs of staples, including eggs and avocados, for households.
Investor response to the grocer's sales performance was positive, with shares in Marks & Spencer rising 2.1 per cent yesterday.
Grocery market dynamics
Marks & Spencer, founded in 1884, is one of the United Kingdom's most established retail institutions, operating hundreds of stores that sell clothing, home products, and food. In recent years, the company has focused heavily on expanding its food division to compete directly with traditional British supermarket chains for full basket shopping.
The introduction of dedicated own-brand ranges like Paws & Pals forms part of a broader strategy among UK food retailers to increase customer basket size. Pet food represents a recurring purchase for pet-owning households, making it a key category for grocers attempting to convert occasional shoppers into regular weekly customers.
Market research firm Worldpanel by Numerator tracks consumer purchasing trends and grocery market shares across the retail sector. Competitor Ocado, an online supermarket specialist that operates a joint venture delivery service with M&S Food, was the only other major grocer to approach M&S's growth rate during the 12-week period.
