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.

NairnsNairn'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.

NairnsNairn'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.

NairnsMartyn 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.”

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Last reviewed: 22 May 2018