AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD · Awarded contract

Awarded

In-home usage data and insight requirements for AHDB

Awarded 25 May 2026

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Awarded from this tender, closed 3 Mar 2026In-home usage data and insight requirements for AHDB

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Awarded25 May 2026

Value£1,362,000.00

SupplierNumerator UK Limited (Worldpanel by Numerator)

AgencyAGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD

RegionWEST MIDLANDS

CategoryConsultancy & Legal

Expires in 2y 6mo2y 12mo term, 15% elapsed

Awarded 25 May 2026Expires 8 May 2029

About

This tender opportunity was for the provision of in-home usage data and insight relating to eating habits within the home.

How we use in-home data The in-home usage data provides greater context into the types of meals eaten in the home but also what types of meal our categories are featuring in.

The usage data has been used very heavily with our Market Development team to understand the current consumption profile Insight requirement Track known behaviour of MFP and Dairy products in the home, looking at consumption trends and delivery of insight to understand actual behaviour and motivations behind these.

Category coverage: Details below show the category items that included in AHDB’s analysis of what it eaten in the home.

It shows the set of comparison products that falls within the current analysis.

Meat/Fish/Poultry (MFP): Fresh Red Meat, Fresh Beef, Fresh Lamb, Fresh Pork, Frozen Beef, Frozen Lamb, Frozen Pork, Fresh Poultry (breakout for Chicken-Turkey), Fish, Frozen Poultry, Sliced Cooked Meats, Sausages, Bacon, Fresh Burgers & Grills, Frozen Burgers & Grills, Ready To Cook, Ready Meals, Fresh Pulled Pork and BBQ Further cuts breakdown for primary Beef, Lamb and Pork: Roasting (breakout for leg/shoulder for Lamb & loin / belly for pork) , Frying/Grilling, Mince, Chops, Bacon (Chops/Joints/Rashers) Dairy Category coverage: Cheese, Milk , Butter, spreads and margarine (BSM), Yoghurt and Cream.

Dairy alternatives Filters: Cheese filters on: Extra Mature, Mature, Medium, Mild, Vintage BSM filters: Butter and Margarine, then splits on Block, spreadable Category Measures: A full range of measures will be required including but not limited to: • Number of Occasions • Demographics • Geographic’s • Cooking method • Time of day • Meal type • Details of foods eaten combinations • Who / Number Present • Ability to track year-on-year trends Category-meal drivers, e.g.

Occasion motivators, Cooking method, Preparation time, complementary food, dish consumed in the home

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