BURNS NIGHT sees haggis sales increase six-fold, whilst prices drop by around 25%, new research has revealed.

A Reader in Food Supply Chain Economics at Scotland’s Rural College, Cesar Revoredo-Giha, looked at British demand for food and drink products associated with a Burns supper, including haggis, haggis ready meals – mainly haggis, neeps and tatties – and whisky.

Using Kantar Worldpanel data between 2013 to mid-2020, he found that demand for haggis was very stable over that time, with a peak in the first month of every year to mark Robert Burns' birthday on January 25.

The demand for ready meals containing haggis, which represents a quarter of the haggis expenditure, also shows the same seasonality, almost doubling around Burns Night.

Like haggis, the demand for ready meals containing the product reacts to changes in prices and income, although to a lesser extent. A 1% decrease in price increases demand by 0.6% and a 1% increase in real income increases demand by 2.4%.

Whisky also has a marked seasonality but in this case, purchases increase during the Christmas period, when demand is 50% higher than during the rest of the year.

However, unlike haggis and haggis ready meals, the demand for whisky does not change significantly with a reduction in the price.

Dr Revoredo-Giha commented: “The results show the amazing importance of the Burns supper for haggis, with demand increasing about six times in the first month of the year compared to the rest of the year (in both quantity and expenditure).

“The price of haggis also shows some seasonality, contracting by about 25% during the celebration period. Overall, the results indicate the importance of the Burns supper for haggis, ready meals and whisky, as well as the value of traditions for Scots across Britain.”