National Farmers’ Union (NFU) Scotland shared the latest ShelfWatch update, finding that less than 20% of food on sale in supermarkets was labelled as Scottish.
NFU Scotland has challenged the UK’s largest retailers to work with the industry to increase Scottish produce on shelves. This follows the publication of full-year results for NFU Scotland’s ShelfWatch initiative, which showed a very mixed picture in respect of sourcing levels across eight major retailers.
ShelfWatch, which aims to monitor the availability of Scottish produce on sale at Aldi, Asda, Co-op, Lidl, M&S Food, Morrisons, Sainsbury’s and Tesco, conducted research over four phases throughout 2024 and early 2025.
The latest results revealed “stark variations” in Scottish sourcing, with just 17% of all own-label products from Scotland. Aldi was the clear front runner, leading the rankings in every phase of research with an overall average of 40%. In second place was Lidl with a 30% average and Co-op in third with 22%. Meanwhile, M&S Food had the biggest, albeit modest, improvement across the year in its support for Scottish produce.
More generally, support for British produce was strong with an average of 63% of own-label products being sourced within the UK. Although Scottish was the main objective of the initiative, understanding UK produce is important given that some products labelled as British could have also been produced in Scotland. While this support for domestic sourcing is promising, ShelfWatch also recorded a 6% increase of imports in 2024, which has concerned NFU Scotland.
Support of Scottish own-label products in 2024
| Ranking | Retailer | Phase One (Jan 2024) | Phase Two (May 2024) | Phase Three (Sept 2024) | Phase Four (Jan 2025) | Average Scottish (%) |
|---|---|---|---|---|---|---|
| 1 | Aldi | 48% | 45% | 35% | 34% | 40% |
| 2 | Lidl | 34% | 27% | 31% | 27% | 30% |
| 3 | Co-op | 21% | 28% | 25% | 17% | 22% |
| 4 | Morrisons | 21% | 19% | 16% | 18% | 19% |
| 5 | M&S Food | 16% | 19% | 18% | 20% | 18% |
| 6 | Tesco | 8% | 13% | 12% | 11% | 11% |
| 7 | Asda | 9% | 12% | 10% | 11% | 10% |
| 8 | Sainsbury’s | 8% | 10% | 7% | 7% | 8% |
Combined average results were:
- Phase One - 16%
- Phase Two - 18%
- Phase Three - 17%
- Phase Four - 16%
- Average Scottish - 17%
The union has identified a potential £500 million opportunity for Scottish farmers, crofters, and growers if levels of Scottish sourcing were increased by just 12% in the coming years. NFU Scotland has written to all eight retailers setting out this challenge and outlining the following specific areas where the Union would like to see action:
- Sourcing: Adopt a ‘Scottish First’ policy, prioritising Scottish produce across all commodities and reducing reliance on imports.
- Promotion: Development of a programme of promotional campaigns and activity to champion Scottish produce in stores and online, including the creation of a ‘Scottish Shop’ for online customers and supporting industry initiatives.
- Fairness: New commitments to ensure fairness in the supply chain and specifically, to end the practice of excessive discounting which undermines the value of food, along with commitments to ensure pricing reflects the true cost of production.
- Labelling: Commit to reforming labelling practices to ensure clearer on-pack country-of-origin labelling so that consumers understand where their food comes from.
- In-Store Branding: End the co-mingling of Scottish and imported products, through transparent and clear signage and in-store branding.
NFU Scotland president Andrew Connon commented: “ShelfWatch has delivered vital insight. Our clear message to retailers is that by working together, we have a golden opportunity to support Scotland’s farmers and crofters as well as giving their customers more of what they want. We know that the value of grocery sales across Scotland is significant and we believe Scottish farmers and crofters could get a greater share of this value if retailers work with us and the wider industry to take forward the actions we set today.
“Overall, these results show a disappointing level of Scottish sourcing with around 17% of own-label products labelled as Scottish and no real improvement throughout the year.”
“What this data shows us is the huge opportunities that exist for Scottish Agriculture if the right actions and decisions are made.”
Andrew Connon, NFU Scotland
He said: “That said, the picture is very mixed across each of the retailers. I’d like to congratulate Aldi in particular, who consistently held the highest levels of Scottish sourcing throughout the year, and also to Lidl for their ongoing commitment.
“Through this work, we have identified the key areas for action and commitment retailers. NFU Scotland, along with other industry partners, stand ready to work in partnership to support this. If we get it right, the results could be transformational for our farmers, crofters, and growers.
“Of course, none of this will happen in isolation and we need to see effective Government policy that supports a vibrant farming industry and enables our members to have the confidence to invest for the future.”
The research covered own-brand products at over 290 stores across seven Scottish regions, with more than15,000 products examined in each phase. While Scottish was the main objective of this data, the Union also captured wider British (non-Scottish) sourcing as well as imported produce.
Connon continued: “Clearly the nature of local and global supply chains is complex and there are many factors that contribute to retailers’ sourcing and labelling decisions. We recognise these complexities and will work with retailers to better understand these factors.
“What this data shows us is the huge opportunities that exist for Scottish Agriculture if the right actions and decisions are made. NFU Scotland will be relentless in pursuing these for the betterment of our members and wider industry.”
