Wales has long been associated with distinctive food and drink, from lamb and cockles to the famous Welsh cake. But while perceptions of Welsh food and drink are positive, our latest research suggests that individual brands may not be benefiting from equivalent levels of recognition.
Beaufort Research’s Wales Omnibus survey, conducted among a representative sample of 1,000 adults across Wales in June 2026, found that nearly seven in ten (69%) believe Wales is known for great-tasting food and drink. Despite these positive views, almost three quarters (72%) agreed that it is difficult to think of any Welsh food and drink brands, while almost a quarter (23%) could not recall any at all.
This was further illustrated when asking respondents if they could spontaneously name any Welsh food and drink brands. The results highlighted the fragmentation in the category, as responses were spread across a large number of brands, with only five being mentioned by 5% or more.
This presents both a challenge and an opportunity. The positive perceptions of Welsh produce can provide a strong platform for brands to build from, but building awareness and salience remains important if businesses are to translate favourable sentiment into meaningful recognition among the Welsh public.
We track these metrics through Beaufort Research’s Wales Omnibus Survey to help organisations better understand their audiences and make more informed decisions. To find out more, or speak to one of our team, please click here.
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