The desire for household names is a sales winner
FOOD and drink sales in Scotland have reached a fantastic £12.4billion, up 4.3% from last year. That’s a strong headline, and beneath it lies a vibrant story of growth and resilience.
Scottish brands featured in this edition now account for £401million of that total, up from £393million – a clear sign that local favourites continue to thrive.
While supermarkets still dominate with 62% of turnover, it’s exciting to see online channels (including supermarket online and Amazon) growing by 8%, now making up 8% of the market.
Even more impressive is the 17% growth in independents and symbol stores, now worth £129million. These channels are proving their value and agility in meeting needs.
Yes, shoppers are still feeling the pressure of rising inflation, and confidence remains low. But what’s remarkable is how brands are adapting.
Promotions, loyalty cards, and value-driven choices are helping shoppers stretch their budgets and brands that stay relevant and meaningful are still making it into baskets.
It’s important to remember that price and promotion only account for about half of what shoppers consider “value”. The other half? That’s where brands shine.
Trust, taste, health benefits, natural ingredients, and family appeal are just some of the reasons shoppers continue to choose brands over private label. And while private label has grown, especially in premium tiers, brands are fighting back with innovation, storytelling and quality.
Whereas shoppers relied more on brands during Covid, the inflation crisis brought private label to the fore, offering shoppers a way to manage costs.
At a total brand level in Great Britain, brands lost £1.3billion to private label goods over the last five years. Private label remains a serious competitor to all the brands featured in this list, growing faster than brands for most of 2025, although this has slowed in recent periods.
The premium private label tier has grown the fastest across many categories. To future-proof growth, brands need to keep attracting new shoppers. For most, increasing penetration will have a bigger impact than boosting frequency. Understanding shopper missions, like the ‘for tonight’ occasion and focusing on high-value consumption moments can help brands stand out. Health and convenience are powerful levers, and when brands deliver on both, shoppers are more willing to pay a premium.
There’s plenty to celebrate in this year’s top performers. Irn-Bru remains Scotland’s number one brand – hats off to AG Barr for keeping it front of mind and front of basket.
Graham’s saw a 13% volume increase thanks to more frequent purchases and higher spend per buyer. McGhee’s climbed to third place with a 24% increase in purchase frequency and a 19% volume boost. And several brands including Baxter’s, JG Ross, Seriously, MacB, and We hae meat grew their shopper base, which is no small feat in today’s climate.
Looking ahead to 2026, health will continue to remain a key theme with consumers. With legislation around HFSS (high fat, sugar, and salt) foods and growing awareness of ultra-processed foods, brands that offer some healthier options will be well-positioned.
Our research shows 63% of consumers plan to cut back on UPFs, and even the rise of GLP-1 drugs is influencing basket choices – with users opting for lighter meals and health-focused snacks.
The good news? Scottish shoppers still show a stronger preference for brands than the rest of Great Britain, with 44% of food and drink sold in Scotland coming from branded products. That provides retailers with a solid foundation to build on.
So here’s to the brands that continue to innovate, inspire, and connect with shoppers.
Wishing all the teams featured in this edition a very Merry Christmas and a successful, healthy, and brand-filled New Year!
