2023-680 Consumer Tracker

Awarded contract against framework RM6126 Research & Insights

Mini competition was sent to 85 shortlisted suppliers on framework RM6126 under the selected specialisms. The closing date was the 7th May 2024. This is an award notice against the mini competition.

AHDB requirements were:

As part of AHDB's consumer insight offer we have a live consumer tracker which runs

quarterly and is used to capture consumer views/attitudes across AHDB food sectors. The core food categories covered are Meat, Dairy, Cereal and Oilseeds.

The tracker is used to monitor and report on key consumer attitude/behaviour it is used for strategy planning, market development planning and media communications.

Target outcomes of running the tracker

. Provides a strong insight tool for the team to track/monitor key consumer trends

. Ability to filter in and extract key views in target age groups or shopper profile

. Proactive tool to respond to media enquiries sourcing the AHDB Tracker in

external questions

Tracker Aims: To design and deliver a consumer attitude / usage tracker which over time obtains and tracks consumer views across a number of key areas.

Lifestyle - Meal Behaviours/Attitudes

. To explore lifestyle habits that may influence consumption behaviour, covering

time pressures of modern lifestyles, current eating patterns, changes in technology

that impacts food preparation/consumption.

. Explore meal preparation habits e.g. use of recipes, cooking skills, scratch cooking

and home baking.

. Identify product purchase driver e.g. the importance of price, quality and product

perceptions across key product categories

. Monitor cooking skills and confidence to try/prepare new meals. Including desire to

look up recipes and try new dishes.

Capture methods used to learn new cooking skills - e.g. TV shows/Family/Friends

etc.

. Monitor consumer reaction to statements relating to cooking more in-home, in

particular cooking from scratch more frequently.