Scottish Food Sales Surge Amid Edinburgh Fringe Boost

Waitrose has reported a significant nationwide upswing in sales and searches for hallmark Scottish food and drink since the outset of the Edinburgh Fringe Festival on 1 August. According to recent figures, interest in products such as haggis, whisky, salmon, oats and Scottish cheese has soared, with the supermarket chain noting a 900 per cent leap in Scottish cheese searches, a 286 per cent rise for Scottish salmon and a 43 per cent increase in whisky queries compared to the preceding week.

Sales data supported these trends, revealing a 114 per cent increase in Famous Grouse Scotch Whisky purchases and a remarkable 83 per cent boost in Scottish ice cream sales. Black pudding also enjoyed a 53 per cent uptick, while Scottish salmon and mature cheddar saw sales climb by 69 per cent and 22 per cent, respectively.

Emilie Wolfman of Waitrose described the Fringe as a “powerful cultural moment” elevating Scottish food into the national consciousness. She observed that, for many, culinary exploration has become a key method to engage with the festival’s broader cultural offering, stating that enjoying traditional favourites such as authentic Scottish salmon or fine black pudding now forms part of the festival experience.

The Fringe, established in 1947 as an alternative to the official Edinburgh International Festival, hosts thousands of performances annually. The festival’s broad array of drama, stand-up, dance, cabaret and music draws millions, with an estimated 2.2 million tickets sold last year. Its enduring reputation as an incubator of talent is well documented, having seen the debut of luminaries such as Rowan Atkinson and the award-winning early appearances of Stephen Fry, Hugh Laurie and Emma Thompson with the Cambridge Footlights.

This summer, the spotlight is no longer reserved solely for the stars on stage — Scotland’s food heritage is taking a decisive bow, as festival goers and shoppers alike seek a tangible taste of the nation’s culture during the festivities.