NEW research commissioned by The National newspaper shows the importance people place on Scotland’s brand identity.
The polling company Find Out Now asked: Do You Prefer To See The Scottish Saltire Or The Union Jack On Scottish Produce?
The answers showed significantly higher levels of positive replies for clear Scottish provenance than similar polling carried out in recent years.
The new data, compiled by Find Out Now, shows 71% of the 1,094 people surveyed said they would prefer to see the Saltire on Scottish produce, 17% were ambivalent, and 12% said they would prefer Scottish produce to be marketed under the Union Flag.
In 2019, 56 Degree Insight interviewed 534 Scottish residents asking: When food shopping in Scotland, if you were to see two identical food items available at the same price, one with a UK flag and labelled "100% British product" and the other with a Scottish flag and labelled "100% Scottish product", which would you be more likely to buy? 56% said they would choose the product branded ‘Scottish’ whereas only 4% would choose the ‘British’ labelling.
READ MORE: Viewers left fuming with choice of guests on BBC's Laura Kuenssberg programme
The remaining 39% were ambivalent, saying it would ‘make no difference’.
The new research by Find Out Now shows 68% of over-65s favour Scottish branding, 6% were ambivalent, and 25% would prefer Scottish produce to be under the Great British banner.
The 56–64-year-old age bracket is the most passionate in their wish to see Scottish food and drink labelled as Scottish: 77% say they would like a Saltire, 13% were ambivalent, 10% preferred a Union Flag. 66% of 18 – 24-year-olds wanted Scottish branding while only 4% said they would rather the colours of Great Britain, with 29% ambivalent.
Support for Scotland’s brand is strong across the nation. In Central Scotland, 74% wanted Scotland’s produce labelled as Scottish, 8% were ambivalent, 17% preferred the Union Flag.
In Glasgow, 79% supported Scotland’s brand, with 11% for Great British colours, and another 11% were ambivalent.
The lowest response in favour of Scottish branding was in the North-East where 65% supported the Saltire, 23% were ambivalent, and 11% favoured the Union Flag.
In 2019, 56 Degree Insight found Older consumers were more likely to choose Scottish over British – 66% of those aged 45-64 compared with 43% of the under 35s.
It’s not that the younger group were more likely to buy British, they were simply more ambivalent (54% said in the 2019 poll that it would make no difference).
READ MORE: Majority of Scots want Prince Andrew stripped of Scottish title, poll finds
Those living in Mid Scotland and Fife were most likely to buy products labelled Scottish (69%), whilst those in the South (Borders and Dumfries & Galloway) were rather more likely to buy British branded products (13%).
Despite that however, in the South, the overwhelming majority would choose a Scottish branded product (58%).
Find Out Now also broke down the responses according to political outlook. Across voters of each of the main parties, among those who voted for Brexit and those who voted Remain, the majority of respondents were clearly in favour of Scotland’s brand.
Many in the business of selling Scottish produce know it is not a question of flags on food, but market share based on Scotland’s name, with its deserved reputation for high standards.
“Scotland’s food and drink is globally renowned for its quality and sustainability. Our whisky and salmon industries are leading the way abroad, but the reputation of all of our sectors – from beer to bread, and biscuits to beef – is growing,” says Fiona Richmond, head of regional food at Scotland Food and Drink.
“We see the same sentiment in the domestic market. Restaurants are quick to mark Scottish provenance in menus and our retailers are increasingly seeing the value in highlighting Scottish products.
"Research also shows that up to 60% of people in the UK are willing to pay a premium on products with Scottish provenance.
“We haven’t yet reached the industry’s full potential, but with an established reputation as a land of food and drink, and with the support of businesses and Government, the sky is the limit.”
While I understand the polling focus – a reasonable question given the UK Government’s GREAT British campaign has seen Scottish produce covered by Union flags – most countries don’t slap flags on their food. What really matters is clear, honest provenance.
Ruth Watson is the founder of the Keep Scotland the Brand campaign.
Why are you making commenting on The National only available to subscribers?
We know there are thousands of National readers who want to debate, argue and go back and forth in the comments section of our stories. We’ve got the most informed readers in Scotland, asking each other the big questions about the future of our country.
Unfortunately, though, these important debates are being spoiled by a vocal minority of trolls who aren’t really interested in the issues, try to derail the conversations, register under fake names, and post vile abuse.
So that’s why we’ve decided to make the ability to comment only available to our paying subscribers. That way, all the trolls who post abuse on our website will have to pay if they want to join the debate – and risk a permanent ban from the account that they subscribe with.
The conversation will go back to what it should be about – people who care passionately about the issues, but disagree constructively on what we should do about them. Let’s get that debate started!
Callum Baird, Editor of The National
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules hereLast Updated:
Report this comment Cancel