(Image: Nairn's)
This year marks a major milestone for Nairn’s as the Edinburgh-based oatcake and snack maker celebrates its 130th anniversary. Founded in 1896, the business has grown from its Scottish roots into an international brand whose products are now sold in more than 30 countries, while continuing to manufacture in Scotland.
Managing director Colin Dingwall has spent more than two decades with Nairn’s, helping expand the business beyond traditional oatcakes into gluten-free products, snack bars and biscuits while building its international presence.
How important have exports become to the business, and how has their contribution changed over the past five years?
Export sales have grown steadily over the last five years and remain around 12% of our total sales, but the opportunity is less about simply increasing the number of countries we sell into and more about building the Nairn’s brand meaningfully in markets where we see genuine long-term potential.
Exporting has become more challenging in recent years, from changes in trading arrangements to rising costs, but we continue to see significant opportunities internationally.
Which overseas markets are currently performing most strongly for Nairn's, and what factors are driving growth in those territories?
We perform well in a variety of markets for different reasons. Ireland benefits from its proximity to the UK and similarities in consumer trends, including growing interest in better-for-you snacking, while the Netherlands has a well-established gluten-free category which provides a natural fit for our range.
We also perform well in markets with strong cultural links to the UK, including Canada and New Zealand.
Ultimately, there is no single international consumer. What works in one market will not necessarily work in another, so understanding local consumers and working closely with our in-market partners is crucial.
Drone-delivered Nairn’s oatcakes arrive on the West Highland Way as part of the company’s celebrations to mark its 130th anniversary (Image: Nairn's)
Looking ahead, which international markets do you see offering the greatest opportunity for expansion, and why?
We see the greatest opportunities in markets where there is strong demand for better-for-you snacking, alongside the right conditions in terms of competition and affordability for consumers.
We increasingly use AI to enhance our market research, helping us identify and assess potential opportunities more efficiently. But technology is only part of the picture. There’s no substitute for the insight and relationships that come from working closely with distributors who understand their markets and consumers.
What have been the biggest obstacles for Nairn's as an exporter, and how has the company responded?
We’ve faced many of the same pressures as businesses across Scotland’s food and drink sector, including rising ingredient, packaging, energy, distribution and labour costs. When you add the cost of moving and selling products internationally, it can make it more challenging to arrive at a retail price that works for everyone.
Trading with EU partners has also become more complicated since Brexit, although our team and trading partners have adapted well to the new arrangements. Keeping pace with changes to local regulations is another ongoing consideration and we work closely with our distributors to identify and understand what that means for Nairn’s.
Previous company accounts noted that tariffs in the United States had affected export volumes. What impact have those measures had on Nairn's in practical terms?
The US is an interesting market for Nairn’s. There is a large audience interested in health and wellbeing, as well as a strong interest in food trends that align with our offering. At the same time, it is highly competitive and the route to market can be complex.
Tariffs have added to the challenges of trading there, so while we see opportunity, our approach is considered and long-term.
While the US is not currently hugely significant to Nairn’s in financial terms, it remains an important market for us to watch. Food trends often emerge there before influencing other markets, so understanding what is happening in the US can help us think about where tastes and habits may be heading more broadly.
Former Scottish finance secretary Derek Mackay visits Nairn’s Edinburgh production facility, where the company manufactures oatcakes and snacks now sold in more than 30 countries (Image: Nairn's)
How much of Nairn's international appeal comes from its Scottish heritage, and how much is driven by broader consumer trends around health and wellbeing?
Nairn’s has been making oat-based products in Scotland since 1896 and that heritage gives us a genuine story and provenance that cannot be manufactured overnight. Our use of wholegrain Scottish oats and our long-standing relationships with growers and millers reinforce the qualities consumers increasingly look for: natural ingredients, quality, consistency and great taste.
So our Scottish heritage gives us authenticity, while the broader interest in health, wellbeing and oat-based foods makes what we do relevant to consumers today, far beyond Scotland.
How have consumer tastes changed in your key export markets over the past decade, and how is Nairn's adapting its product range in response?
One of the biggest changes has been the growth of gluten-free products, alongside a broader shift towards snacks that offer something more from a nutritional perspective without compromising on taste.
That has played directly to Nairn’s strengths. We have continued to expand our gluten-free range across savoury and sweet products, bars and snacks, while continuing to innovate our core range.
But it’s not just about what people want to eat; it’s also about how and when they eat it. That shift in behaviour is one of the reasons we introduced a range of on-the-go snacks, giving people more convenient ways to enjoy Nairn’s wherever the day takes them.
Competition in the healthy-snacking sector has intensified globally. What differentiates Nairn's from rival brands?
Competition has intensified, but our proposition remains distinctive. It starts with taste and the nutritional benefits and quality of our oats, but there is much more to Nairn’s than that.
Our combination of heritage, authenticity, quality and taste is difficult to replicate. But just as importantly, we’ve remained relevant to generations of people by evolving with the way they live and eat, and, in doing so, have been there through changing everyday routines.
What are your priorities for Nairn's going forward?
Our future strategy is not about maximising the number of international markets we operate in. It is about building the Nairn’s brand meaningfully in markets where we believe there is a strong long-term opportunity, while continuing to participate in markets where it makes commercial and operational sense.
At the same time, we want to keep investing in our Scottish manufacturing operation and importantly our people as the business grows, enhancing our capability and capacity. After 130 years, we know that being rooted in Scotland is a strength, not a limitation. Our ambition is to take the best of what Nairn’s has built here and share it with more people around the world.