Marks & Spencer (M&S) is a cornerstone of the UK retail sector, known for its premium food offerings and strong brand reputation. As the company pushes for further international expansion, its global food strategy presents both opportunities and challenges for food and beverage manufacturers.
With food sales up 13% and volumes rising 6.8% in its last financial year, M&S is betting big on its food division to drive future growth. Expanding internationally through a mix of capital-light partnerships, flagship stores, and online platforms, the retailer is seeking to strengthen its presence in key global markets. However, its reliance on UK supply chains has so far limited opportunities for local producers abroad
1. M&S’s International Expansion: A Strategic Reset
M&S has been steadily increasing its global footprint, operating 434 international stores alongside its 1,058 UK locations. In 2020, it launched 46 flagship websites in over 100 new countries, making its most iconic products—like Percy Pigs and Luxury Gold Teabags—available to millions of new consumers.
However, recent leadership changes signal a major reset in M&S’s international approach. Mark Lemming, appointed as Managing Director for International Business in 2024, is leading the charge with a focus on scalable, capital-efficient expansion. This includes:
Leveraging franchise partnerships: M&S now works with 16 global franchise partners, which manage nearly half of its overseas stores.
Prioritizing online growth: Global e-commerce and multi-platform online sales are central to M&S’s international success.
Targeting high-growth regions: Strategic hires—such as Manish Kapoor (India) and Victoria Jones (International Commercial Director)—highlight a shift towards Asia and emerging markets.
2. Challenges for Food & Beverage Suppliers
While M&S’s global expansion presents significant long-term potential, its current strategy creates challenges for local food and beverage suppliers looking to enter new markets. By focusing primarily on exporting M&S-branded products from the UK, the retailer restricts opportunities for international suppliers to integrate into its supply chain. This approach not only limits supplier diversification abroad but also raises concerns about adaptability to regional consumer preferences and the sustainability of long-distance supply chains.
3. What M&S Sells Internationally
Most non-UK M&S stores stock a carefully curated selection of pre-packaged food and beverage products designed to appeal to international consumers while maintaining the brand’s premium image. These typically include:
Ambient snacks: A variety of long-shelf-life products such as biscuits, teas, chocolates, and confectionery, which are popular among global customers.
Bottled drinks and alcoholic beverages: Including a selection of wines, spirits, and soft drinks sourced from M&S’s UK-based supply chain.
Seasonal and limited-edition exclusives:** Special product lines that are introduced during festive periods, local holidays, or promotional campaigns, offering unique and time-limited choices to international shoppers.
Frozen and chilled ready meals: Available in select markets, these include pre-prepared dishes that cater to consumers looking for convenient, high-quality meal solutions inspired by British cuisine.
While certain regions, such as Greece and Hong Kong, have expanded their offerings through online grocery delivery platforms, the vast majority of international M&S food sales remain heavily dependent on UK-based supply chains. This reliance not only limits the variety of products available in different countries but also poses logistical challenges related to cost, freshness, and adaptability to local consumer preferences.
4. Opportunities for Food Manufacturers & Suppliers
Despite current challenges, growth avenues are emerging for international food and beverage manufacturers:
- Private Label Collaborations:
M&S has a history of partnering with brands for exclusive, co-branded product lines (e.g., chef-led collaborations like Tom Kerridge’s gastropub range).
Expanding these partnerships internationally could create new supplier opportunities.
- Localization Strategies:
As M&S deepens its global presence, adapting product lines to regional tastes may become essential.
Markets like India, China, and the Middle East could present opportunities for local sourcing and tailored food innovations.
- Sustainability-Driven Sourcing:
With ESG commitments rising, M&S may seek local, sustainable supply chain solutions to reduce carbon emissions from global logistics.
Suppliers with strong traceability credentials could benefit from future procurement shifts.
- E-commerce & DTC (Direct-to-Consumer) Expansion:
- M&S’s digital growth opens new routes for non-UK suppliers to distribute through localized e-commerce partnerships.
5. Conclusion: What’s Next for M&S’s Food Business?
M&S’s international food strategy is evolving, with capital-light expansion and digital growth at its core. While current supply chain structures favor UK-based producers, future market adaptations and sustainability priorities could unlock new opportunities for regional food manufacturers.
For suppliers, the key to capitalizing on M&S’s expansion lies in private label partnerships, regional innovation, and ESG-aligned sourcing—positioning themselves for future procurement shifts as M&S refines its global strategy.