2025-791 Purchase data for red meat and dairy

Organisation

AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD

Middlemarch Business Park, Coventry, CV3 4SU

AHDB needs a selection of core and optional meat data requirements. • Core equates to reads for Total Grocery, Meat, Fish & Poultry (MFP), Red Meat key categories (e.g. primary & processed) and key cut breakdown, other protein topline. • Optional extra 1 equates to reads for other protein categories and cut breakdown. • Optional extra 2 equates to reads for red meat cuts in more granular detail. • Optional extra 3 equates to red meat SKU detail. AHDB expects the following to be delivered as standard.  The basic measures required will consist of the following as a minimum: • Value • Volume • Price • Buyer numbers i.e. penetration • Volume per buyer i.e. frequency and volume per trip  Data must be split by retailers including the following as a minimum: • Tesco • Sainsbury’s • Asda • Morrisons • Aldi • Lidl • Co-op • Waitrose • Iceland • M&S • Ocado • Independents & Symbols • Bargain Stores • Butchers AHDB requires the supplier to calibrate data and ensure accuracy of databases for each data release. Prior warning should be given for any restatement of data, together with clear explanation of reasoning for restatement. Suppliers to outline expected frequency of restatements. Any quality issues identified at the time of data release should be dealt with promptly by the supplier with a resolution put in place within 1 week (5 working days) of data release. Data should be representative of the market for all key demographics (age, gender, life stage, social class, region, religion). Note that a read on the Muslim population is key for AHDB’s understanding of the total lamb market. Suppliers should detail any areas that are under-represented within the data (and potential impact on insights generated) together with outlining any areas where weighting is applied to account for under representation of a specific demographic. AHDB requires access to 52, 24, 12 and 4 week endings as a minimum, in addition the ability to run and export historic trends (5 years minimum) to monitor product retail performance. AHDB require a proposal to best meet AHDB’s specification with a maximum budget for all core and optional extras of £402,000 per annum including VAT Please see specification for the full requirements.

Contract period: 24 February 2027 → 23 April 2030

AHDB need a selection of core and optional dairy data requirements. • Core equates to reads for Total Grocery, Total Dairy, Dairy key categories (e.g. milk, cheese, butter) and splits by products source (e.g. cow, plant-based). • Optional extra 1 equates to reads on sub category breakdown for milk, cheese, BSM, pack size and country of origin. • Optional extra 2 equates to reads on further dairy categories such as ice cream, coffee drinks and protein powder. • Optional extra 3 equates to dairy SKU detail. AHDB expects the following to be delivered as standard.  The basic measures required will consist of the following as a minimum: • Value • Volume • Price • Buyer numbers I.e. penetration • Volume per buyer I.e. frequency and volume per trip  Data must be split by retailers including the following as a minimum: • Tesco • Sainsbury’s • Asda • Morrisons • Aldi • Lidl • Co-op • Waitrose • Iceland • M&S • Ocado • Independents & Symbols • Bargain Stores • Milkman AHDB require access to 52, 24, 12 and 4 week endings as a minimum, in addition the ability to run and export historic trends (5 years minimum) to monitor product retail performance. AHDB requires the supplier to calibrate data and ensure accuracy of databases for each data release. Prior warning should be given for any restatement of data, together with clear explanation of reasoning for restatement. Suppliers to outline expected frequency of restatements. Any quality issues identified at the time of data release should be dealt with promptly by the supplier with a resolution put in place within 1 week of data release. Data should be representative of the market for all key demographics (age, gender, life stage, social class, region, religion). Estimated £200k per annum including VAT For further details of requirements, please see the Specification.

Contract period: 24 February 2027 → 23 April 2030

AHDB uses consumer segmentation to underpin AHDB strategy and inform marketing activities. The segmentation is based on actual purchasing behaviour and attitudes with a focus on red meat and dairy categories. The segmentation allows AHDB to have a common ‘language’ for all sectors and a way of targeting consumers more efficiently, beyond just simple demographics. The current segmentation was developed in 2025 and is key to helping target shoppers within current AHDB marketing campaigns. Regular updates on the purchasing behaviour of the segments are carried out to monitor any changes across segments. AHDB would like to maintain the regular updates of the purchasing behaviour for the current segments from April 2027 to April 2029. AHDB would also like the option to either refresh the current segmentation or create a new segmentation within the next 5 years depending on market conditions. The segmentation is based on an extensive range of questions covering grocery shopping habits, attitudes to food, health and nutrition, cooking, sustainability, animal welfare, meat/dairy and household dietary requirements. Agencies must outline a suitable methodology to reproduce this segmentation if required. AHDB can provide the questions and coding that is used the current segmentation. Maintenance to provide regular updates on purchase behaviour for total market and split for current segments. This will also require profiling and allocation to segments for any new panellists. The basic measures required will consist of the following as a minimum: • Value • Volume • Price • Buyer numbers i.e. penetration • Volume per buyer i.e. frequency and volume per trip Data must be split by retailers including the following as a minimum: • Tesco • Sainsbury’s • Asda • Morrisons • Aldi • Lidl • Co-op • Waitrose • Iceland • M&S • Ocado • Independents & Symbols AHDB require a proposal to best meet AHDB’s specification with a budget of approximately: - £38,000 per annum including VAT for maintaining the current segmentation, AHDB doesn’t have a fixed budget for other areas or future years, please refer to the Specification for further information.

Contract period: 24 February 2027 → 23 April 2030

AHDB’s marketing team have done a few consumer media measure studies over previous years. They use this information to communicate the success of campaigns to our levy payers and show the return to retail sales our campaigns have for our sector products. We also use this information to inform future campaign activity and look to optimise based on recommendations from the results of the analysis. AHDB currently has two marketing campaigns – Let’s Eat Balanced which covers lamb, beef and dairy and Love Pork which covers Pork. AHDB would require potential analysis for campaign results from top level categories like total beef and lamb, total pigmeat or total dairy down to specific cuts or products such as pork medallions or cow’s milk. KPIs required: Return to retail sales for every £1 spent on campaign advertising • Spend uplift due to the campaign • Volume uplift due to the campaign • Number of lapsed shoppers re-engaged • If lapsed shoppers were retained • Campaign reach (% households) • Response curves for likelihood to purchase Data will be used by staff of AHDB insight teams and marketing teams. The data must be available for regular Levy Board publication purposes including web publications. AHDB expects the following client service activities to be included within the data cost: • Training and technical support/help for all users for software programmes. • Any data checking or sign off required by the supplier Suppliers should outline details and experience of any 3rd party agencies that will be used to deliver the research project, clearly indicating the stage in which they would be involved. Further optional services to be made available include: - Ad hoc data requests beyond the scope of the online tool AHDB require a proposal to best meet AHDB’s specification with a maximum budget for all core and optional extras of £100,000 per mix model including VAT For further details, please refer to the Specification.

Contract period: 24 February 2027 → 23 April 2030

AHDB occasionally does ad hoc projects which require panel data. This lot will allow us to be flexible and react to changing markets or differing levy payer needs. HDB are looking for options for an agency to do bespoke ad hoc analysis using panel data. These will include but are not limited to: 1) Nutritional data (especially Nutrient profile modelling (NPM)) AHDB is keen to look at nutrition data and see how we can support the meat and dairy industry to be healthier – especially if mandatory reporting of basket NPM comes in. This could be looking at specific categories or by looking through a retailer lens. Details should be given on methodology for NPM calculation including possibility for reporting on NPM 2004 and NPM 2018. Alongside the NPM, AHDB may wish to see other nutritional table data such as fibre content, protein content, calories etc. a. Nutrition data for 5 categories such as primary red meat, primary poultry, meat-free, cows milk etc. b. Nutrition data for 10 subcategories and cuts such as beef steaks, lamb ready meals, pork sausages, cheddar cheese, Greek yogurt etc. c. Nutrition data for 5 basket types such as basket containing primary red meat, basket containing primary fish etc. d. Nutrition scores for baskets by all major retailers such as Tesco, Sainsburys, Aldi etc. please detail which retailers are robust. 2) Basket analysis AHDB may wish to understand what other categories are in the basket when red meat or dairy are also present. Details should be given to the level of other categories in the basket which can be analysed. a. Data on the percentage likelihood of other categories from total grocery, shoppers are buying if they purchase other products in the basket b. Data on the volume and spend of total grocery categories within a basket There is no fixed or agreed budget for these projects and will vary through the length of the contract. For further details, please refer to the Specification There is no budget available as unknown. The figure included for this lot was to push through the system and is NOT the value expected

Contract period: 24 February 2027 → 23 April 2030

Document pack· 1 file

33

total contracts

£14.6m

total value

£1,122,743

average contract size

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Application Deadline

14 September 2026

Closed

Estimated Value

£5,416,666

WAC Reference

WAC-637532

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