Using Kantar's unique consumer reach points (CRP) metric, the Brand Footprint ranking uncovers which brands are being chosen off the shelf most often and by the most shoppers.
It has been another year of disruption for Scottish brands, which continue to grapple with the changing retail landscape and shifting shopper behaviour.
Despite these challenges, brands are in rude health in Scotland. Over the course of the year, shoppers spent £164 more on brands per person than the average Briton. Brands also take a higher share of total spend in Scotland when compared to Britain overall, and are growing faster than supermarket own label ranges.
The five most chosen brands in Scotland remain; Warburtons in the top spot, followed by Heinz, McVities, Coca Cola and Hovis, with no change in the top five compared with last year. Snapping at the heels of the top 20 most chosen brands in Scotland are McLelland, Bells, AG Barr and Tunnock’s.
When it comes to the most popular Scottish brands, the top two retain their places in the ranking. Irn Bru retains its number one position, with Grahams Family Dairy not far behind in second place. The 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 continues its ascent and Nairns makes an appearance at position 20 on the ranking as its portfolio develops to address this market.
Government intervention, whether in the form of Minimum Unit Pricing or the sugar tax is having a widespread impact on consumer choices. High sugar products 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, brands need to appeal to consumers who are actively trying to follow a healthier lifestyle.
As consumers become ever more aware of the environmental impact of their choices, 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 set to exert a broad influence over the coming years.
Download the report today to read the full ranking of the most chosen brands in Scotland. Get in touch for more information on how we can help you to ensure your brand is the one shoppers choose when they're at the shelf.