Exports case study: Nairns
Nairn's know their oats. They have been baking with them since 1896. Using wholegrain oats grown in the nearby Scottish Borders, where the climate is perfect for slowly and naturally ripening the grains – the oats don't need insecticides. Nairn's aim is to make tasty, wholesome food that's as simple and natural as possible.
Nairn's is the UK's leading oatcake
manufacturer, with
over 90% branded market share. With the launch of the gluten free range 6 years
ago, Nairn's are now
number 2 in the baked free from category (source: Nielsen).
Exports account for approximately 10% of the company's turnover and we've seen
this increase
around 20% year on year, in line with our strategic export ambitions.
Nairn's' focus is to develop new
markets, as well as grow sales in our current
markets. We are
investing to expand distribution and develop consumer awareness for the brand.
We are confident our
strategy will be successful in achieving the objective.
The acceptance of gluten free oats has been challenging in some markets but
Gluten Free is quickly
becoming our most successful range internationally. The Free From trend is
developing worldwide and
we are very well placed to offer great tasting and healthy gluten free products.
Our most successful export markets are USA, Canada, Netherlands, New Zealand,
UAE, South
Africa, Cyprus.
Martyn Gray, Nairn's Managing Director,
said:
“We see great opportunities in the continued development of our export
markets.
The key for
us is developing long-term partnerships with local importers who have a
detailed
knowledge of their
markets. We have set very challenging targets to grow the proportion of exports
within our total
business.”
More information
Last reviewed: 22 May 2018