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’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.

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