Scope
Reference
2025-773
Description
AHDB require a research deep-dive with the following requirements:
Within this one-off deep dive, AHDB would like to understand:
• Key metrics (spend, packs/servings, visits/trips, penetration, average price) for total OOH market (including eating and drinking out, on-the go and takeaway/delivery) to set the context for dairy (is it growing or declining share). To include channel/operator, day part/occasion type and demographic splits.
• Key metrics (spend, packs/servings, visits/trips, penetration, average price) for total dairy dishes within the total OOH market. To include channel/operator, day part/occasion type and demographic splits. Split by animal vs alternative, by type of dairy (cheese, milk, cream, yogurt, butter/spread) and by category of dairy* will be key.
• Trends over time (growth vs decline) and factors driving trends. Last year vs YA. Longer term trends e.g. pre cost of living, pre COVID) would be beneficial. Please make it clear in your proposal what time periods you are able to cover.
• For some key dairy categories, where we think possible, we would like to convert data into approximate volumes. Potentially hot drinks, sandwiches, cheeseburgers and pizza. This would involve estimating how much dairy is in each item which AHDB would support with.
• Opportunities for growth of dairy with OOH
*Reads on dairy must include dishes that cover the four following categories (detail of which dishes contribute to which category to be agreed with AHDB):
o Primarily dairy (e.g. ice-cream, yoghurt)
o Meals that celebrate/host dairy (e.g. pizza, sandwiches)
o Meals with a hidden dairy component (e.g. cake, curry)
o Beverages with milk (hot and cold e.g. coffee, milkshake)
Total value (estimated)
- £40,000 excluding VAT
- £45,000 including VAT
Below the relevant threshold
Contract dates (estimated)
- 3 July 2025 to 10 September 2025
- 2 months, 8 days
Main procurement category
Services
CPV classifications
- 73110000 - Research services
Contract locations
- UK - United Kingdom
Participation
Particular suitability
Small and medium-sized enterprises (SME)
Submission
Enquiry deadline
18 June 2025, 5:00pm
Tender submission deadline
23 June 2025, 5:00pm
Submission address and any special instructions
Title for email submission: AHDB Dairy in Food Service
Send back to Strategic.Insight@ahdb.org.uk
Tenders may be submitted electronically
No
Award criteria
| Name | Description | Type | Weighting |
|---|---|---|---|
| Technical/Quality | • Demonstrate a clear understanding of the brief and research objectives in the proposal. (10%) • Outline a clear approach and highlight any proposed techniques to be used in the methodology and/or... |
Quality | 80% |
| Cost | • To enable comparability of proposals, a breakdown of costs (by key activities) is to be provided. (20%) |
Cost | 20% |
Procedure
Procedure type
Below threshold - open competition
Documents
Associated tender documents
Dairy in Food Service 2025 - Research Brief Final.docx
Specification brief
Contracting authority
Agriculture and Horticulture Development Board
- Public Procurement Organisation Number: PBHX-8363-MBBV
Middlemarch Business Park, Siskin Parkway East
Coventry
CV3 4PE
United Kingdom
Contact name: Emma Wantling
Region: UKG13 - Warwickshire
Organisation type: Public authority - central government