The Big Appetite for Scottish Produce – at Home and Beyond
New research from The Knowledge Bank, part of Scotland Food & Drink, shows that consumers across the UK associate Scottish products with quality, freshness and trust – and demand for them is rising.
By Carol Saunders, Head of Insights, The Knowledge Bank – part of Scotland Food & Drink
Knowing where our food comes from matters to British shoppers more than ever, and Scottish food and drink is increasingly seen as being among the best. New research from The Knowledge Bank, part of Scotland Food & Drink, shows that consumers across the UK associate Scottish products with quality, freshness and trust – and demand for them is rising.
Many shoppers say they would like to see more Scottish options in supermarkets, and they’re willing to pay a premium for them. At the same time, people here at home remain among the strongest champions of Scottish produce, motivated by pride, taste and a belief in supporting local businesses.
These trends paint an encouraging picture for the future of the sector, particularly in the North East, where food and drink is woven deeply into both the culture and the economy.
When we asked shoppers across the UK why they choose Scottish products, the answers generally came down to craftsmanship and high standards; nearly half (44%) of British shoppers who buy Scottish say they do so because they believe Scottish products are high quality. Words like “fresher,” “trust” and “quality” repeatedly came up in our conversations.
These impressions reflect years of hard work from Scotland’s farmers, fishers and producers, whose commitment to quality is clearly recognised across the UK.
More than half of British shoppers say they actively look for Scottish products on grocery shelves – more than the number who look for Welsh, Northern Irish or Irish products. And within Scotland, that rises to nearly 80% of shoppers, who say they would feel “annoyed,” “sad” or “disappointed” if they couldn’t find Scottish goods on the shelves.
It’s clear that Scottish food is more than something we buy; it’s something many of us feel connected to. For shoppers in the North East, that sentiment is particularly strong. One Aberdonian told us she prefers Scottish foods because of the “trustworthy production process, less food miles [and to support] Scottish companies and producers.” According to another shopper from the region, “the homegrown vegetables grown in Scotland are a better quality.”
In a region where agriculture, fishing, soft fruit and food manufacturing all play critical economic roles, provenance isn’t just a label; it’s part of the local identity.
This research is the first time since 2021 that we’ve had such a detailed view of UK-wide sentiment around Scottish provenance, and there’s been a clear increase in interest. More than half of UK shoppers want to see more Scottish options on supermarket shelves. In Scotland, that figure rises to 84%.
Provenance has moved from being a “nice to have” to something people genuinely consider when making choices. They want to know where their food comes from, and they want to feel confident about that place.
When people think of Scottish food, certain staples – whisky, haggis, beef and seafood – still dominate. But Scotland’s food and drink story is broadening to include items like cheese, beer and berries.
Within the country, regional associations are even more distinctive. Consumers often link beef, bread, white fish and game with Aberdeenshire, and cakes, fruit, vegetables and smoked fish with Dundee and Angus. These associations may not be as strong outside Scotland yet, but the North East continues to play a crucial role in shaping perceptions of Scottish food overall. Its heritage in farming, fishing, fruit-growing and processing reflects exactly the qualities shoppers say they value most: authenticity, craft and care.
All of this creates a strong platform for the sector to build on. Shoppers want more Scottish choices, and they already associate it with quality. Producers and retailers alike have an opportunity to make provenance more visible and highlight the standards that set Scottish food apart. And for Scots, who care deeply about supporting local businesses, making the connection between buying Scottish and sustaining communities can reinforce this loyalty even further.
There’s a genuine, growing appreciation across the UK for what Scotland brings to the table. We have a wide basket of amazing food and drink, made with skill and care – and consumers increasingly recognise that. It’s a moment of real opportunity for the sector, and one that should give Scottish producers – especially those in the North East – reason to feel optimistic about the year ahead.
Discover more insights like this on The Knowledge Bank website: https://theknowledgebank.scot/
