ShelfWatch 2025: Mid-Year Insights on Scottish Produce
ShelfWatch continues to be a vital tool in tracking how major retailers support Scottish agriculture. Our 2025 Mid-Year Report reflects our commitment to building on the previous year’s success, refining our approach, deepening our analysis, and delivering greater value for members.
This year, we’ve expanded our scope. Alongside monitoring progress at Aldi, Asda, Co-op, Lidl, M&S Food, Morrisons, Sainsbury’s and Tesco against our 2024 baseline, we’ve introduced sector-specific analysis through a new Soft Fruit Series and a targeted Meat Audit. These additions help us better understand how seasonality and sourcing decisions impact Scottish produce on shelves.
Encouraging progress has been made in categories like milk, potatoes, eggs, and beef, but challenges remain, particularly in lamb, fresh vegetables, and some dairy products. ShelfWatch continues to shine a light on these inconsistencies, holding retailers accountable and celebrating those leading the way.
As we move into the second half of the year, our focus will broaden to include promotion, fairness, and transparency, ensuring Scottish farmers, crofters and growers are not only represented, but championed.
Read the ShelfWatch Mid-Year Report to see how retailers are performing and where change is still needed.