US Export Plan - Sector Report - Food and Drink

Industry trends

There is ambition for significant growth in the sector with an industry target of £20 billion by 2028^[9]. Exports account for an important part of the sector already, at £7.5 billion in 2024, having increased by £1.9 billion since 2017, albeit falling from £8 billion in 2022^[10]. Notably, export growth has been better in Non-EU markets in this period, and the US is by far the largest non-EU market for Scottish exporters.

Key trends in the United States include:

• Consumer trends in the US favour premium and speciality food – aligning well with the products that Scotland has to offer. The US speciality market is projected to grow from $62.97 billion in 2024 to $137.64 billion by 2032, at a CAGR of 13.32%, driven by demand for unique, high-quality products like Scottish artisanal goods^[11]
• The fine-dining market is an important channel for premium-priced Scottish goods such as Scottish salmon and single malt whisky. The Fine Dining Industry revenue has grown at a CAGR of 2.7 % over the past five years, to reach an estimated $16.7bn in 2025^[12]. Fine-dining sector’s steady expansion and emphasis on high-quality, distinctive ingredients creates opportunities for Scottish food and drink exporters to enter, differentiate, and grow in the US market.
• The American Whiskey market is in phase of diversification and premium evolution. Over the last decade, craft distillers have been gaining an increased share of the overall US spirits market. From 2017 to 2022, craft spirits volumes grew from 3.2% to 4.9%, while values grew to 7.7% from 4.6%. However, in 2023 and 2024, the segment experienced a slight decline in share, with value dropping to a 7.5% share and volume decreasing to 4.5%^[13].
• Health-conscious, functional beverages is on the rise propelled by wellness-minded consumers and continuous product innovation. The global functional beverages market size was valued at $175.5 billion in 2022 and is expected to reach $339.6 billion by 2030^[14]. Although this segment is expanding, Scotland does not currently hold a significant competitive advantage. As such, it represents a longer‑term emerging opportunity, contingent on continued consumer interest and market growth.
• Sustainability is also becoming a key priority for the sector, with an increasing focus on net zero targets, sustainable sourcing and reducing environmental impact. Scotland has set an ambition to be among the lowest carbon and most efficient food producers in the world by 2032^[15]. Demand for sustainable food and drink products is growing in a range of export markets, including the USA. According to Tastewise, consumer interest in sustainable food and beverage has grown by 18.4% over the past two years, while Sodexo’s Sustainable Food Barometer reveals that 72% of Americans have “an urgent need for a more sustainable way of eating” and 66% had a positive perception of sustainable food^[16]. This is increasingly expected to be provide a competitive advantage for relevant Scottish exporters competing in export markets.