How changing needs impacted brand choices during 2021
Warburtons retains its crown as both Britain and Scotland’s most chosen brand and is in the list of brands that make up Scotland’s top six for the last five years. Warburtons and Heinz have both occupied the same first and second positions over the past five years. This speaks to the enduring power of our most-loved brands and confirms that in a crisis we reach for what we know and trust.
A more serious reflection is that looking over the last five years, there have only been two Scottish brands who have made it to the top 20 and stayed there: Graham’s Family Dairy and Irn Bru. This year they are joined by Tunnock's, the well-loved biscuit brand appearing for the first time in the top 20 list.
Click on the table to see the ranking in more detail Visit our website to read the British and Irish Brand Footprint report and to explore the data, including the top 50 brands overall and in each sector.
In addition to the top brands in Scotland, Brand Footprint also looks at the top Scottish Brands in Scotland and, as in previous years, this list is quite different to the global brands.
In Scotland our loyalty to the brands that shoppers love is well documented. For many shoppers these are brands that they have grown up with and this is shown in the higher percentage of value that is spent on brands in Scotland. This has increased by 16% since the pandemic. Click on the chart opposite to view in more detail.
*data for 2022 52 w/end 20 Feb 22 **data for 2021 52 w/end 13 June 21
Despite the turbulence in the market and the changes consumers have experienced, we haven’t seen any change in the brands that occupy the top ranks.
The two top Scottish brands remain Irn Bru and Graham’s the Family Dairy, both having jostled for the number one and two positions over the past five years.
These two stalwarts of the Scottish shopping basket are closely followed by the Bells Food Group, Tunnock's, Barr’s and Baxters. These six brands have appeared in the top 10 ranking every year of the last five years. The biggest movement in rank has come from Mackie’s and Tennent’s, both increasing their ranking by seven places compared to their position in 2018. Mackie’s make it into the top five this year for the first time.
