SCOTTISH food and drink is proving a hit with diners, with 64% of consumers more likely to buy products labelled as Scottish when eating out, according to a new study by The Knowledge Bank.
The research, which surveyed 1,000 consumers across various regions, reveals that 42% are also willing to pay extra for Scottish staples such as lamb, beef, and white fish.
This research serves as a timely boost for Scotland’s food and drink industry, highlighting the growing power of the Scottish brand in the hospitality sector.
Conducted by The Knowledge Bank, part of Scotland Food & Drink, the study utilised advanced AI technology to analyse market trends and conduct interviews with experts including Scotland’s National Chef Gary Maclean.
These insights revealed a strong demand for locally sourced produce, especially Scotch lamb and beef, which topped consumer preferences.
In addition to Scottish residents, tourists also play a significant role in promoting Scottish products, with 87% more likely to purchase local food during their visit.
The findings were launched at the recent Scotland Food & Drink Summit, where a panel of industry leaders discussed the opportunities for further capitalisation on this growing trend.
Anne-Laure Farrar, UK market insight manager at The Knowledge Bank, welcomed the findings: “It’s wonderful to see how the range of Scottish products in restaurants is gaining attention from diners.
“We have one of the best natural larders in the world, and this research highlights the potential for businesses to reinvent our national food brand.”
The report also emphasised that Scottish businesses could do more to leverage this consumer interest.
Fiona Richmond, head of regional food at Scotland Food & Drink, said: “There’s still much to do to tell our food and drink story in a consistent and impactful way. Scottish provenance offers a remarkable opportunity for businesses.”
