AHDB partnering with Nielsen for dairy data and consumer insights

Nielsen data will support our analysis of retail data and shopper behaviour, helping us share the latest news and current retail trends impacting the dairy industry.

The AHDB Shape the Future vote in 2022 allowed levy payers to share their views and goals for levy spend. The results showed that market intelligence ranked highly in their priorities, scoring 3.8 out of 5 for importance.

We also considered comments from Shape the Future about the importance of consumer marketing and advertising, which can be supported by market intelligence work, informing the Government and consumers on the facts about dairy and boosting the impact of marketing activities.

Grace Randall, AHDB Retail Insight Manager, said:

"We're excited to be partnering with Nielsen. This will allow us to share retail sales and volumes for the whole dairy market on a monthly basis, ensuring we get the most up-to-date, usable data to our levy payers. We can best support and inform their business decisions and keep them connected to their consumers.

"This data allows us to offer a complete and clear view of consumer buying behaviour and demographic trends in the dairy sector, including milk, cheese, butter, yoghurts and cream, on a much more frequent basis than we had previously."

The latest data from Nielsen shows that the total cow's dairy market was worth £10.2bn for the 52 weeks to 7 October 2023, up 15.6%. Understanding the data behind this spend will help us boost dairy sales and support the industry even more in the future.

We value our consumer insights work and make it a priority to help farmers, growers, retailers and processors to be as well informed about consumer behaviours and retail trends as possible, creating a world-class domestic and export food industry.