Key takeaways for Scottish food and drink brands
The MEERKATS were up in Edinburgh last week for Brodies LLP’s Food & Drink Conference 2026 – a brilliant excuse to get closer to the conversations shaping Scotland’s food and drink sector right now. As an independent Edinburgh media agency (and proud foodies), MEERKATworks’ Heidi and Casey went along to learn more about the challenges, opportunities and trends across the industry – and what it could mean for ambitious Scottish brands thinking about growth in 2026 and beyond.
The day opened with Amanda Brown (Scotland Food & Drink), who spoke about the role the organisation plays in supporting the industry and why provenance still matters — not as a nice-to-have, but as a genuine driver of value and differentiation for Scottish food and drink. She also highlighted the shifting pressures facing the category, from the cost of living to political change, and the fast-rising impact of GLP-1 medications on buying habits and consumption patterns.
From there, the sessions built into a wide-ranging (and refreshingly practical) look at what’s next. Across the day, speakers explored everything from food safety and labour costs to the opportunities and risks of AI, the reality of sustainability requirements, and how brands can protect what they’ve built — especially when competition is fierce and copycats are quick.
A standout close came from John Noble (British Brands Group), who made a clear case for backing the long-term value of brands — and protecting them properly. His message was simple: if your branding and packaging are part of what makes you recognisable, they’re worth safeguarding. He shared examples of how easily brand look-and-feel can be mirrored in-market, and why smart IP choices matter more than ever.
Key takeaways we’re taking back to our burrows (and into our media planning):
Scotland’s food and drink sector has its own growth shape
There’s a real “Scottish-ness” to the category – provenance, pride, export ambition and a strong ecosystem – but also distinct constraints around staffing, supply chain realities and compliance. It’s a sector that rewards focus and clarity, particularly for challenger brands trying to win share without wasting budget.
Brand is still the best investment you can make
The businesses that grow (and keep growing) tend to be the ones that build memory structures: distinctive assets, clear positioning and consistent presence. The conference returned to the same thought more than once: when buying habits shift, brands with recognisable value and trust are far more resilient.
“Market change” isn’t coming – it’s already here
Whether it’s GLP-1, changing household budgets or evolving shopping behaviours, the brands that do well will be the ones that adapt faster, not by chasing every trend, but by understanding what’s changing for their audience and planning accordingly.
Growth needs a plan: niche, diversification or both
One of the most useful threads running through the day was the emphasis on growth in niche markets and targeting the moment, spotting where demand is heading and showing up in the right places with the right message. That’s where good media planning earns its keep: smarter channel choice, better timing, tighter targeting and more consistent brand building.
What this means for Scottish food and drink marketing in 2026
If you’re a Scottish business thinking, “we’ve got a strong product, now we need more reach, more awareness, more sales,” the question becomes: how are you showing up and how consistently? Are you building your brand while also capturing demand? Are you investing in channels that actually fit how your customers discover, decide and buy?
As a media planning and buying agency in Edinburgh, we work with food and drink brands who want a media plan that’s grounded in real commercial goals – not fluff – and built to work across Scotland and the wider UK. We’ve got burrows in Edinburgh and Brighton, but our campaigns run wherever your audience is.
If you’d like to chat about planning a 2026 campaign, get in touch with us today.
You might also be interested in…
How we support Scottish brands
Media buying for challenger food and drink brands