The latest Scottish Brand Footprint report, published by Kantar, reveals the top performing food and drink brands in Scotland. It also shows brands are taking a higher share of total spend in Scotland when compared to Britain overall, and are growing faster than supermarket own label ranges.
As with the rest of the UK, brands in Scotland have had to grapple with the changing retail landscape and shifting shopper behaviour. Despite these challenges, Kantar found that brands are in rude health in Scotland with shoppers spending £164 more annually on brands per person than the average Briton.
Using Kantar’s consumer reach points (CRP) metric, the ranking reveals which brands are being chosen off the shelf most often and by the most shoppers. The five most chosen brands in Scotland remained as per the previous year, with Warburtons in the top spot, followed by Heinz, McVities, Coca Cola and Hovis. Snapping at the heels of the top 20 most chosen brands in Scotland are McLelland, Bells, A.G. Barr and Tunnock’s.
When it comes to the most popular Scottish brands, the top two retain their places in the ranking. Irn Bru remains in number one position, with Grahams Family Dairy not far behind in second place. The dairy brand’s NPD portfolio has helped it to gain ground and expand into health-focused categories such as high protein yoghurt and ice cream, and cottage cheese.
The Free From category has also continued its ascent and Nairns makes an appearance at number 20 in the ranking as its portfolio develops to address this market.
Meanwhile, Kantar highlights that government intervention, whether in the form of Minimum Unit Pricing on alcohol or the sugar tax, is having a widespread impact on consumer choices. High sugar products are set to remain in the spotlight as the government takes action to tackle obesity, and the non-alcoholic and low alcohol sector continues to grow as the population looks to moderate drinking habits. As a result, Kantar said brands need to appeal to consumers who are actively trying to follow a healthier lifestyle.
With consumers also becoming ever more aware of the environmental impact of their choices, Kantar stressed that brands and retailers will need to demonstrate they are looking ways to address these concerns. Whether that’s by taking action on packaging, or catering to the increasing number of flexitarians in the population, sustainability is expected to exert a broad influence over the coming years.
