New research from The Knowledge Bank, part of Scotland Food & Drink, has revealed that 64% of consumers are more likely to buy products labelled as Scottish when dining out. The report, focused on Scottish and British consumers, shows strong demand for locally sourced produce, offering a timely boost to Scotland’s food and drink sector.
The survey, which gathered insights from 1,000 consumers across Scotland, major cities in England and Wales, and tourists, highlights the growing importance of provenance in dining decisions. The study shows that 42% of diners are willing to pay a premium for Scottish produce, particularly for lamb (74%), beef (71%), and white fish such as haddock, with Scots being especially keen to support local catches.
The findings were unveiled in The Knowledge Bank’s Provenance & Foodservices report, which utilised AI technology to analyse data from 110 sources and interviews with 14 industry experts, including Scotland’s National Chef, Gary Maclean. The AI, powered by discovery.ai and led by Sketch Insight, identified key themes, or “sparks,” that show how provenance is driving consumer behaviour in out-of-home dining experiences.
Tourists also play a significant role in boosting the popularity of Scottish products, with 87% of visitors more likely to choose Scottish food when eating out, further enhancing the value of Scotland’s brand in the hospitality sector.
The report’s findings were discussed at the recent Scotland Food & Drink Summit, where The Knowledge Bank presented the research and hosted a panel of industry experts. The results suggest that there are still untapped opportunities for businesses to capitalise on the demand for Scottish products in the foodservice industry.
Anne-Laure Farrar, UK Market Insight Manager at The Knowledge Bank, said, “Provenance of Scottish products, such as whisky or salmon, has always played a huge part in our nation’s food and drink story. But it’s wonderful to see this evolve and develop to a point where the diverse range of Scottish products available in our nation’s restaurants and cafes is garnering more and more attention from diners.
“While countries like Italy, Spain and France have long had people raving about the history and heritage associated with their food and drink, Scotland’s recognition has been limited to a few specific categories. But the country is, quite rightly, shedding this outdated reputation as a culinarily limited destination.”
Fiona Richmond, Head of Regional Food, Scotland Food & Drink, said, “Scotland has a remarkable opportunity to capitalise on its rich provenance and food and drink story. Across retail and foodservice, to trade and consumers, there’s still much to do to tell that story, and in a consistent, accessible and impactful way”.