A producer of a traditional British breakfast staple is proving that strong growth is still possible for heritage products, by becoming the fastest growing marmalade brand in the United Kingdom.
Based on latest Nielsen data, Mackays, has climbed the ranks to become the second-largest marmalade brand in the UK, increasing its share of volume to 7.6%, up from 5.8% in 2024 and delivering 26% increase in spend to lay claim as the fastest growing marmalade brand in Great Britain.
Additionally, Mackays is recognised as the number one marmalade brand in Scotland, with an impressive 19% share of volume.
Producing jams, marmalades and preserves for close on six decades, with tangible links to Dundee’s famed marmalade origins, the heritage brand is reflecting a shift towards simple and reassuring ingredients lists and a search for “everyday luxuries” amid cost-of-living pressures.
Martin Grant, CEO of Mackays, said: “To become the UK’s fastest-growing marmalade brand, and now the second largest overall, isn’t just a win for us as a business. It shows that genuine, trusted and traditional brands are still winning over consumers.
“We’ve long believed that heritage doesn’t mean standing still. For us, it means holding onto quality while continuing to evolve, and that approach is clearly resonating in households across the UK and internationally.
“Notably, this new growth has been achieved by adding additional consumers to the category who are choosing our marmalade.”
Given the overall category’s decline, Mackays’ growth is even more impressive. The UK marmalade sector, at £60 million, has shown a decline of 2.6% over the past year due to rising inflation, lower penetration and cost of living.
The brand’s signature use of steam-heated, copper-bottomed pans and traditional small-batch production techniques also sets it apart in a crowded category. Mackays’ “made the authentic way” messaging connects with consumers seeking more than just convenience and reinforces that its products are packed with natural flavour.
Internationally, Mackays’ handmade marmalade has a strong and growing presence, with products unmistakably Scottish in both origin and identity now sold in over 70 countries worldwide, from Japan to Peru.
Martin added: “There’s a misconception that traditional categories are flat and growth-starved, but our experience proves that when you combine craft, consistency and innovation, you can win a larger market share, increased listings and even shift consumer expectations.”
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Now recognised as a top five driver of total category growth across jams and marmalades, Mackays is not only a consumer favourite, but also a brand that retailers are actively backing.
While the UK remains the brand’s heartland, international demand is rising as global consumers embrace its unmistakably Scottish identity and traditional craft.
The brand can also trace direct links with Dundee’s historic association with marmalade, dating back to 1797, when Janet Keiller in Dundee turned bitter Seville oranges from a storm-struck ship into the first commercial marmalade.
