Marks & Spencer is reducing prices on more than 50 organic food items as part of a broader effort to attract customers seeking to complete their main weekly grocery shopping at the retailer. The price cuts, which can be as much as £1.60 per product, will apply to a range of organic fruit, vegetables, dairy, and meat. In addition, the company plans to introduce price-matching with key competitors including Sainsbury’s and Waitrose.

The retailer is also revamping some of its newer Foodhall stores by creating dedicated “organic zones” to enhance the shopping experience for customers focused on organic products. Alex Freudmann, managing director for food at Marks & Spencer, said the company sees significant growth potential in the organic segment and aims to encourage shoppers to visit more frequently.

Organic food and drink sales in the UK reached £3.9 billion in 2025, marking a 4.2% increase from the previous year. This growth is attributed to rising consumer concerns about health and wellness, along with skepticism toward processed foods. Marks & Spencer has invested £30 million over the past year to reduce prices, including £4 million specifically allocated to adjustments in its organic range.

Industry analysts observe that Marks & Spencer’s pricing strategy makes it more competitive with leading supermarkets, potentially increasing its share of the grocery market. Alongside these changes, the retailer is opening new stores in more affluent locations, aiming to expand its customer base beyond its traditional middle-class demographic.