- Searches on Waitrose.com of distinct Scottish foods including haggis, scottish salmon and cheese have soared 129%, 286% and 900% since the festival started
- Sales of Scotch Whiskey, salmon and black pudding up 114%, 76% and 53% in the last week
- Following a trend of cultural events that put traditional foods in the spotlight
Since the Edinburgh Fringe Festival began, we've seen a noticeable surge in sales of Scottish foods. It seems cultural moments are influencing shoppers far beyond the festival's stages.
Emilie Wolfman, Trend Innovation Manager at Waitrose comments, “The Edinburgh Fringe is more than just a festival of performances—it’s a powerful cultural moment that's putting Scottish food in the spotlight. Since the Fringe began, we've seen a notable surge in sales and searches for traditional products."
"For many, this celebration extends past the stage and into the kitchen. Food is their way to connect with the culture. Tasting authentic Scottish salmon and black pudding, or fine Scotch whisky becomes an essential part of the experience, a delicious way to connect with the festival.”
Since Edinburgh Fringe festival started, searches on Waitrose.com for:
- Haggis +129%
- Vegetarian Haggis +200%
- Scottish whiskey +43%
- Scottish salmon +286%
- Scottish oats +167%
- Scottish cheese +900%
- Black pudding +30%
Compared to last week, sales for:
- Black Pudding +53%
- Waitrose Whole Scottish Salmon (on the counter) +69%
- Waitrose Scottish Salmon Steaks (on the counter) +76%
- Scottish Mature Cheddar (on the counter) +22%
- Scottish Blossom Honey +56%
- Scottish Ice Cream +83%
- Famous Grouse Scotch Whiskey +114%
