Only 26 per cent of supermarket own-label products are Scottish

ShelfWatch acts as a systematic retailer audit, providing data-driven insight into how supermarkets source and label home brand produce, while serving as a bespoke commercial intelligence tool for domestic supply chains. The recently launched 2025-2026 report offers a live case study of how UK retailers balance domestic sourcing, global trade pressures, and price competition. When viewed through a commercial intelligence lens, it highlights wider trends, showing how retailers navigate the trade-offs between supporting Scottish producers, managing costs, and responding to shopper demand.

Now in its third year, ShelfWatch continues to provide independent insight into what shoppers actually find on shelves in Scottish supermarkets. In 2025-2026, the audit introduced new categories, including cream and cooked ham, and streamlined others such as cheese. Price tracking was also added to some commodities, providing vital context on what happens on shelf while farmgate prices remain volatile - a challenge familiar to producers across the UK. In an environment where retailers make commitments to back British producers, independent benchmarking of on-shelf performance matters.

Progress, but gaps remain

The 2025-2026 ShelfWatch report covers audits in over 70 Scottish stores, tracking more than 20,000 own-label products. Results show progress in some areas alongside emerging risks.

Some retailers are clearly committed to Scottish sourcing: Aldi leads with 65% of own-label products being Scottish, while Lidl has over 50%. Combined Scottish and UK sourcing is even stronger, with Co-op, Aldi, and M&S all surpassing 95% domestic sourcing - a reminder that high levels of local supply are achievable.

For food producers across the UK, this matters. When sourcing is local, products gain visibility with shoppers and stronger demand within their communities. Retailers that prioritise domestic sourcing can differentiate themselves while supporting supply chain resilience. For consumers, the demand is clear - 84% of Scots are likely to buy more food and drink produced in Scotland demonstrating a growing demand.

Where Scotland leads

Scottish produce continues to perform strongly in key categories. Eggs remain a standout, with nearly 80% of own labelled eggs Scottish sourced, and retailers including Aldi, Co-op, and Lidl stocking 100% Scottish eggs despite ongoing avian flu pressures. Even in challenging conditions, strategic sourcing and supply chain management can deliver consistent domestic availability - a lesson for buyers navigating similar constraints in other commodities.

Fresh milk also performs well, with more than 80% of own-label milk now Scottish.

ShelfWatch data on retail pricing shows that, while farmgate prices fell sharply, in-store prices remained steady - offering protection for producers on aligned supermarket contracts. Organic and speciality milks continue to attract a premium at retail. Potatoes are another success story. Scottish potatoes now account for more than half of all products audited - an 11% rise on last year. Aldi achieved 100% Scottish sourcing, while most other retailers moved to UK-sourced supplies.

For farmers and crofters, these successes are more than statistics. They demonstrate that the hard work put into producing food is being recognised.

Warning signs

ShelfWatch flagged a small but concerning increase in imported beef from Australia and Uruguay, driven by competitive pressures and supply challenges – a trend that has previously drawn national headlines and one we continue to monitor closely.

Lamb sourcing varies: some retailers maintain Scottish and UK commitments, while others rely heavily on imports. Pork remains the third most likely to be imported, with less than 5% of own-label pork Scottish - EU imports continue to dominate bacon and the newly added cooked ham category. These trends underline ongoing pressures on pig producers - despite strong domestic supply they remain challenged by retailers choosing to balance costs by importing produce. For retail stakeholders, these gaps illustrate the commercial tension between cost control and long-term supply chain resilience.

ShelfWatch also highlights challenges around labelling, particularly for mixed-origin products in pork and processed lines. Transparent country-of-origin labelling is crucial - not just for shoppers seeking provenance, but for retailers and suppliers aiming to demonstrate authenticity, build trust, and strengthen brand credibility across the UK.

In an era of heightened scrutiny around provenance messaging, clarity on shelf is no longer optional, it’s a reputational safeguard. For Scottish consumers, 71% say they are more likely to buy a product if it carried the Saltire, underlining the commercial value of clear Scottish provenance.

The case for transparency

ShelfWatch is about evidence, not finger-pointing. It supports constructive engagement with retailers and policymakers. Throughout 2025, we have stepped up engagement with retailers, strengthening relationships and having frank conversations - not to criticise, but to highlight the realities facing farmers, growers and crofters across Scotland. That dialogue will continue in 2026, making clear that its door remains open to solution-focused discussions.

As pressures on farming businesses continue - from volatile prices to climate impacts and policy uncertainty - fair and transparent retail supply chains have never been more critical. ShelfWatch helps ensure Scottish agriculture gets the recognition, value, and support it deserves, while helping farmers and crofters secure a fair share of value for their hard work.

The principles behind ShelfWatch are straightforward: audit what is actually on shelf, publish the findings, and use the data to inform dialogue. In an environment where shoppers increasingly scrutinise provenance claims, transparency has tangible value.

How consumers can support

Scottish consumers play a key role in supporting local farmers and crofters. By choosing products with the Saltire and checking country-of-origin labels, shoppers can reward retailers that prioritise Scottish sourcing. Every purchase of locally produced food helps sustain Scottish agriculture, protect jobs, and strengthen supply chains, ensuring the next generation of farmers can continue producing high-quality, homegrown food.

ShelfWatch may begin in Scotland, but its lessons reach far beyond. Supporting Scottish produce is not just about choice; it is about resilience, sustainability, and the long-term health of rural communities. If a regional audit can deliver this level of insight, it prompts a broader question for UK retail: should mandatory reporting of sourcing become standard practice across the UK?

John Davidson is CEO, NFU Scotland