Scottish Bakers has published its Bakery Category Insight Reports 2026, finding that Scotland accounts for 10% of total savoury bakery spend in Great Britain.
The report, which was produce in collaboration with global bakery supplier Dawn Foods, explores shopper behaviour, category performance, spending patterns, and emerging opportunities across sweet and savoury bakery, with the aim to give businesses the intelligence needed to plan, adapt, and grow.
It highlighted that Scotland accounts for 10% of total GB savoury bakery spend, with the category now valued at £727 million. Over the past year, spend has grown by 2.5%, while volume sales have declined by 1%, indicating that growth is being driven primarily by inflation and a shift towards more premium product choices.
Net growth in savoury bakery spend has reached £17.9 million, with Morning Goods and Specialty Breads contributing 69% of this increase, said Scottish Bakers. Bread continued to be the most frequently purchased segment within the category, with the average Scottish shopper buying into savoury bakery around 40 times per year, reinforcing its role as a core staple in everyday shopping habits.
Meanwhile, Scotland’s sweet bakery market is now valued at £731 million, spanning categories from chilled desserts to biscuits and cakes. Total net growth in sweet bakery stood at £22.2 million, with Cookies alone contributing £31 million, partially offset by declines across other segments. This highlighted Cookies as a key driver of category performance, with Scottish Bakers pointing out a potential focus area for future growth.
The average Scottish shopper now spends £259 annually on sweet bakery, an increase of £10 compared to the previous year, underlining continued consumer willingness to spend more within the category.
“These figures highlight that while trading conditions remain challenging, there are still strong opportunities for growth.”
Lesley Cameron, chief executive of Scottish Bakers, commented: “Bakery businesses are operating in a fast changing environment, with rising costs, changes in policy, shifting shopper priorities and increased competition across the market. Access to clear, relevant data is essential, and this report helps our members understand where demand is growing and how they can respond successfully.
“These figures highlight that while trading conditions remain challenging, there are still strong opportunities for growth. Whether it is premiumisation in savoury bakery or standout segments such as cookies in sweet bakery, the report gives businesses practical insight they can use to shape products, promotions, and future strategy.”
Jacqui Passmore, marketing lead West EU & AMEAP at Dawn Foods, said: “The data shows a resilient market, with shoppers continuing to spend across both sweet and savoury bakery even as buying habits evolve. Growth in premium savoury lines and strong performance in areas such as cookies underline the importance of innovation and meeting changing consumer expectations.
“Our partnership with Scottish Bakers is about helping businesses turn insight into action. By understanding where value is being created, bakers can make more confident commercial decisions and unlock new opportunities for growth.”
The research was based on a combination of consumer panel data from NIQ, representing 30,000 households across the UK, and research conducted by insight agency TRKR, which surveyed more than 500 bakery shoppers in Scotland.
