---
title: "In-home usage data and insight requirements for AHDB"
ocid: "ocds-h6vhtk-0646a5"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0646a5"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-0646a5.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-0646a5.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD"
published: "2026-05-28"
---

# In-home usage data and insight requirements for AHDB

Buyer: AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD  
Current stage: Award  
OCID: ocds-h6vhtk-0646a5

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## Summary

The Agriculture and Horticulture Development Board (AHDB), located at Middlemarch Business Park in Coventry, United Kingdom, sought to procure services related to in-home usage data and insights on eating habits through an open procedure. The process progressed through the stages of tender to awarding. It was legally based on the UKPGA 2023/54, with the contract fully executed on 8th May 2026. The primary industry category was data analysis services, with the involvement focused on understanding consumer behaviour and consumption trends particularly for meat, fish, poultry, and dairy products. The tender was scheduled to culminate by 3rd March 2026, with a final contract period extending from 9th May 2026 to 8th May 2029, allowing for potential renewals under a 1+1+1 scheme.

This tender represents a significant opportunity for businesses engaged in data analysis and insight services, particularly those specialising in consumer behaviour and market research. Companies like Numerator UK Limited, which are involved in analysing in-home consumption patterns, would find such contracts advantageous to expand their client base and refine their service offerings. SMEs with capabilities in data-driven insights can leverage this contract to showcase their expertise and contribute to a better understanding of market dynamics, hence fostering business growth in this sector. The open procurement method indicates inclusive opportunities, encouraging diverse businesses to participate and potentially collaborate in delivering valuable market insights.

## Notice

AWARDED - 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.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/050397-2026 |
| Notice type | UK7 - Contract Details Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Open procedure |
| Tender suitability | SME |
| Awardee scale | SME |
| All stages | Tender, Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 28 May 2026 |
| Submission deadline | 3 Mar 2026 |
| Future notice date | Not specified |
| Award date | 30 Mar 2026 |
| Contract period | 25 May 2026 - 8 May 2029 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | Not specified |
| Lots value | Not specified |
| Awards value | £1,135,000 |
| Contracts value | £1,135,000 |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Complete |
| Awards status | Active |
| Contracts status | Active |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD |
| Locality | COVENTRY |
| Post town | Coventry |
| Postcode | CV3 4SU |
| Country | England |
| ITL 1 | TLG West Midlands (England) |
| ITL 2 | TLG1 Herefordshire, Worcestershire and Warwickshire |
| ITL 3 | TLG13 Warwickshire CC |
| Local authority | Warwick |
| Electoral ward | Cubbington & Leek Wootton |
| Westminster constituency | Kenilworth and Southam |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | NUMERATOR UK LIMITED (WORLDPANEL BY NUMERATOR |

## CPV Codes

### Divisions

- 72 - IT services: consulting, software development, Internet and support

### Codes

- 72316000 - Data analysis services

## Release History

- 28 May 2026 at 13:57 - Award - UK7 - Contract Details Notice - https://www.find-tender.service.gov.uk/Notice/050397-2026
- 8 May 2026 at 11:01 - Award - UK6 - Contract Award Notice - https://www.find-tender.service.gov.uk/Notice/042435-2026
- 4 Feb 2026 at 11:02 - Tender - UK4 - Tender Notice - https://www.find-tender.service.gov.uk/Notice/009854-2026

## Documents

- https://www.find-tender.service.gov.uk/Notice/050397-2026
  28th May 2026 - Contract details notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/042435-2026
  8th May 2026 - Contract award notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/009854-2026
  4th February 2026 - Tender notice on Find a Tender

## Notice URLs

- https://defra-family.force.com/s/Welcome
- https://www.legislation.gov.uk/ukpga/2023/54/contents

## Provenance

This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0646a5. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-0646a5.json.