Scope
Reference
2025-764
Description
This tender opportunity is for the provision of in-home usage data and insight relating to eating habits within the home.
The Retail and Consumer Insight (RCI) team offers independent market analysis using AHDB and third-party data. Their goal is to explain shifts in consumer attitudes and behaviour, helping levy payers understand the market and make informed decisions. AHDB currently uses in-home consumption data currently contracted from Worldpanel by Numerator.
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.
Total value (estimated)
- £0 excluding VAT
- £0 including VAT
Above the relevant threshold
Contract dates (estimated)
- 9 May 2026 to 8 May 2029
- Possible extension to 8 May 2032
- 6 years
Description of possible extension:
1+1+1
Main procurement category
Services
CPV classifications
- 72316000 - Data analysis services
Contract locations
- UK - United Kingdom
Participation
Legal and financial capacity conditions of participation
As per tender documents
Technical ability conditions of participation
As per tender documents
Particular suitability
Small and medium-sized enterprises (SME)
Submission
Enquiry deadline
24 February 2026, 12:00pm
Tender submission deadline
3 March 2026, 12:00pm
Submission address and any special instructions
Tenders may be submitted electronically
Yes
Languages that may be used for submission
English
Award decision date (estimated)
25 March 2026
Award criteria
| Name | Description | Type |
|---|---|---|
| Quality/Technical | 80 |
Quality |
| Price/Costings | Price/Costings |
Price |
Weighting description
Quality 80%
Price 20%
Other information
Payment terms
As per AHDB terms and conditions
30 days from receipt of invoice
Applicable trade agreements
- Government Procurement Agreement (GPA)
Conflicts assessment prepared/revised
Yes
Procedure
Procedure type
Open procedure
Contracting authority
AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD
- Public Procurement Organisation Number: PBHX-8363-MBBV
Middlemarch Business Park
Coventry
CV3 4SU
United Kingdom
Contact name: Sarah Waters
Email: procurement@ahdb.org.uk
Region: UKG13 - Warwickshire
Organisation type: Public authority - sub-central government