Scottish Bakers has published its Bakery Category Insight Reports 2026, produced with global bakery supplier Dawn Foods, drawing on NIQ consumer panel data from 30,000 UK households and a bespoke survey of more than 500 Scottish bakery shoppers carried out by insight agency TRKR.

The reports are available exclusively to members via the organisation's Insights Hub.

Savoury bakery

Scotland accounts for 10% of total GB savoury bakery spend, a category now valued at £727 million.

Over the past year, spend grew by 2.5% while volume sales fell by 1%, a gap that points to both inflationary pressure and a shift towards more premium products. Net growth reached £17.9 million, with Morning Goods and Specialty Breads accounting for 69% of that increase. Bread remains the most frequently purchased segment, with the average Scottish shopper buying into savoury bakery around 40 times a year.

Sweet bakery

Scotland's sweet bakery market is valued at £731 million. Total net growth stands at £22.2 million, though the picture varies considerably by segment: Cookies contributed £31 million of growth, offset by declines elsewhere in the category. The average Scottish shopper now spends £259 annually on sweet bakery, up £10 year on year.

Scottish Bakers was established in 1891 and represents manufacturers, retailers, suppliers, and allied trades across the sector.