The data-led resource draws on consumer panel data from NIQ, covering 30,000 UK households, alongside bespoke research by insight agency TRKR, which surveyed over 500 Scottish bakery shoppers.

The savoury bakery category in Scotland is now valued at £727 million, representing 10% of total UK savoury bakery spend. Over the past year, spending has risen by 2.5%, although volume sales have fallen by 1%, suggesting that growth is being fuelled primarily by inflation and a move towards more premium products.

Net growth in savoury bakery spend reached £17.9m, with Morning Goods and Specialty Breads accounting for 69% of the increase. Bread remains the most frequently purchased segment, with the average Scottish shopper buying savoury bakery items around 40 times per year.

Scotland’s sweet bakery market is similarly valued at £731m, encompassing chilled desserts, biscuits and cakes. Total net growth in the category reached £22.2m, with Cookies alone contributing £31m, partially offset by declines in other segments. The average Scottish shopper now spends £259 annually on sweet bakery, an increase of £10 on the previous year.

Lesley Cameron, chief executive of Scottish Bakers, said: “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.”

Ms Cameron added: “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.”