The Scottish ice cream scene shows plenty of promise as we head towards the peak sales season.
Scotland’s love of ice cream knows no bounds. Compared to its population share of roughly 8.3% of the UK, Scotland has an 8.8% (Nielsen iQ) share of the ice cream market – this overtrade is worth £9.7m based on current value sales, according to The Knowledge Bank.
“Provenance remains important within the category, with over a third of Scottish shoppers saying they would be more likely to buy ice cream if it is made in Scotland [The Knowledge Bank Provence Research 2025],” says Strategic Market Intelligence Manager Andrew Niven. “Scottish brands retain a strong presence in their home market, accounting for almost a fifth of sales [Nielsen iQ].”
So it’s no surprise that Mackie’s of Scotland is a top performer.
National treasures
Mackie’s announced record sales for the financial year ending May 2025. The family-owned dairy business reported its highest-ever turnover of £24.8m, an 11% year-on-year increase, alongside a 3% rise in profits.
Adding to Mackie’s success in 2025 was a strong marketing push with the company’s ‘Full Cream Ahead’ campaign which drove home Mackie’s high cream content and quality while raising brand awareness. As a result, shopping purchases grew by 8% in targeted areas, compared to 3% in those without the marketing drive.
Over the 24/25 financial year, Mackie’s won more than 300,000 new buyers across the UK compared to the previous year and was purchased by more than a quarter of households in Scotland [KantarWorldpanel].
Scottish producer, Equi’s Ice Cream, has also seen recent success. Equi’s Strawberry Ripple, Belgian Chocolate, Vegan Pistachio, and White Chocolate, Pomegranate & Pistachio flavours were each awarded five Stars at the newly rebranded Ice Cream Alliance Golden Scoop Awards earlier this year.
While Niven claims that there continues to be a slight preference for tubs in Scotland, he adds that handheld ice cream products have been in strong growth. “In 2025, unusually warm weather drove a 25% increase in handheld ice cream sales,” he says.
Mars Drinks & Treats enjoyed a strong sales performance in the UK convenience channel, growing impulse by 19.5% and multipacks by 17.7%.
Kerry Cavanaugh, General Manager at Mars Drinks and Treats, says: “For convenience, we want to ensure that we are offering a good mix of impulse products for the higher levels of on-the-go consumption seen in these stores, alongside multipacks, where we have seen sales grow substantially over the past four years as the consumer attitude towards ice cream consumption has developed.
The firm has launched Galaxy Ice Cream (RSP £2.50) and Mars Salted Caramel Ice Cream multipacks for 2026 (RSP £3.50).
Little luxuries
“A growing consumer trend is the move towards premiumisation,” says Declan Hassett, Licensing Manager at Diageo.
He claims that, despite the uncertain economic climate, consumers are continuing to spend on affordable luxuries, showing a willingness to treat themselves to small, accessible items.
Carte D’Or teamed up with Baileys to launch Carte D’Or Baileys at the end of 2023 and the product became a permanent addition to the brand’s portfolio.
Niven concurs that the relative low cost of ice cream can appeal to shoppers on a treat mission. “Summer 2026 will again see cost-of-living challenges at the forefront of shoppers’ minds. Anything retailers can do to emphasise value (e.g. quality of ingredients, affordable treat, tubs for sharing) and bring a bit of theatre to the merchandising will work well.”
Mackie’s Managing Director, Stuart Common, concludes: “We’re realistic about the challenges ahead but remain intent on offering a product that embodies affordable luxury.”
