Shoppers in Scotland spent £2.3m on haggis in the four weeks to 25 January 2026 – the highest spend in five years, new data from Worldpanel by Numerator has revealed.
Almost a third of Scottish households, 28%, bought haggis during the period, with an additional 32,000 packs sold compared with last year, underlining the enduring popularity of this cultural staple.
Hogmanay and Burns Night coincided with the annual New Year reset, shaping grocery spending as shoppers balanced traditional favourites with a renewed focus on health and wellbeing after the festive period.
Shortbread experienced particularly strong growth, with value sales rising by 60.9% and volume increasing by 37.9% over the period. Nearly one in four Scottish shoppers purchased shortbread, highlighting its seasonal importance. The category remains heavily brand-led, with brands accounting for 88% of total value.
The hot pie category, which includes the traditional top crust pies often enjoyed at New Year, remained broadly stable. However, pack sales declined slightly as shoppers adjusted their purchasing habits following festive indulgence.
Better-for-you options were also in demand. January saw just below one-quarter (23%) seek high-protein products and 26% of shoppers on the look out for high-fibre products.
Shoppers drove both growth in category value and volume in green tea (35.7 % and 31.0%), fresh fruit (13.9 and 9%), and cottage cheese (53.4% and 50.5%).
Across channels, online saw the highest growth, at 14.6%, driven by a 15.7% increase in the number of households shopping online compared to the same time last year. The most popular channel remains supermarkets, with 95.2% shoppers purchasing groceries at a supermarket at least once over this period.
