The Agriculture and Horticulture Development Board (AHDB) announces a new partnership with Nielsen for their retail dairy statistics and analytics. Neilson data will support AHDB's analysis of retail data and shopper behaviour, helping them to share the latest news and current retail trends which are impacting the dairy industry.

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

AHDB also took into account comments from Shape the Future about the importance of consumer marketing and advertising, which can be supported by market intelligence work, informing government and consumers on the facts around 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, useable 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.

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 AHDB boost dairy sales and support the industry even more in the future.

AHDB value their 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.

To find out more, and to see the specifics for each dairy category, visit the AHDB Dairy Markets Dashboard: https://ahdb.org.uk/dairy/consumer-insight-retail-markets