2025-791 Purchase data for red meat and dairy

AHDB require purchase data for red meat and dairy and their competitors to understand demand for our sector products and know about trends and switching within meat and dairy. This will be one tender with 5 lots covering the following: Lot 1 – Meat purchase data Lot 2 – Dairy purchase data Lot 3 – Segmentation Lot 4 – Marketing mix models Lot 5 – Adhoc panel insight Closing date is NOON 14th September 2026 Use this link to access documents and registering information. https://defra-family.force.com/s/Welcome Each Lot will be evaluated and awarded independently. The Authority reserves the right to award: • a single Lot to one supplier; • multiple Lots to the same supplier; and/or • different Lots to different suppliers. There is no restriction on the number of Lots that may be awarded to any one supplier, provided that the supplier submits the most advantageous tender for the relevant Lot(s) and demonstrates the capacity and capability to deliver the requirements. Estimated contract start date is 26th April 2027, initial contract is for 3 years with 1+1+1 options to extend if required. 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. 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 de