2024-709 Consumer Segmentation

Tender description

AHDB would like to develop a consumer segmentation to underpin the future AHDB strategy and inform upcoming marketing activities. The segmentation needs to be based on actual purchasing behaviour as well as attitudes AHDB would like to develop a consumer segmentation to underpin the future AHDB strategy and inform upcoming marketing activities. The segmentation needs to be based on actual purchasing behaviour as well as attitudes and should work across multiple AHDB sectors (detailed in objectives). The aim of the segmentation is to allow AHDB to have a common ‘language’ for all sectors and a way of targeting consumers more efficiently, beyond just simple demographics. AHDB’s last consumer segmentation study was conducted in 2019 with segmentations built for both the meat and dairy sectors. This research was widely used to support our marketing campaigns to target certain audiences based on their attitudes and purchase behaviour rather than just demographics. This enabled us to reach consumers who were wavering in their views of meat and dairy for a number of reasons such as health, animal welfare or the environment. However, since 2019, we have experienced Covid followed by the cost-of-living crisis, which has resulted in changes in consumer beliefs and behaviour. AHDB has two main campaigns: 1) Beef, Lamb and Dairy’s ‘Let’s Eat Balanced’ which celebrates the naturally delicious taste and flavours of British meat and dairy and the role they play as part of a healthy and sustainable balanced diet. 2) Pork’s ‘Feed your family for less’ which has focused on affordable but healthy pork dishes in response to the economic situation. As some of the challenges with health, animal welfare, sustainability and cost are common across sectors, AHDB sees the opportunity a segmentation could bring to help understand how best to tackle these challenges by sector. The various sectors will be impacted by trends in different ways and therefore with the complexity of this market we feel the segmentation needs to be based on real measured purchasing behaviour, as well as attitudes. Lot One – Meat a budget of £180,000 including VAT is available for year 1 including the creation and upkeep of the segmentation. Lot Two – Dairy a budget of £80,000 including VAT is available for year 1 including the creation and upkeep of the segmentation. The closing date is NOON on the 26th June 2024. The electronic address at which the Procurement Documents have been made directly available by AHDB by electronic means is https://defra-family.force.com/s/Welcome. This is AHDB’s e-Sourcing portal.