Retail Buyers.
Supporting your discussions
Knowing what retailer buyers want…
Now more than ever, RETAIL BUYERS expect suppliers to bring data and insight to their meetings.
They prefer suppliers that understand the category, and especially that supermarket’s own shoppers.
They want data to explain your brand’s performances, and if you’re pitching NPD they want the insight and evidence to back up your claims.
Ultimately, they need suppliers to de-risk their own decisions, and to help the grow their category.
Click on the logos to find out more about our work with each Retailer
“Good suppliers know their stuff. They come with a really detailed plan, backed with market data and insight, which makes the decision easier for me to list them.”
Tesco buyer, 2025
Tesco Shopper Segmentation
For years suppliers have been familiar with Tesco’s Five Families segmentation
Now, with Dunnhumby, the UK’s largest retailer has developed a new segmentation model based on shopping behaviour rather than demographics
For suppliers this means a whole new way of talking to the Tesco Buyers, to build those trusted relationships and to keep your products listed.
TRKR Shopper Insight now incorporates this new segmentation. With our bespoke surveys you can now profile:
(a) Your Category; and
(b) Your own shoppers
…by the 6 new segments, and cross-reference these against life stage, demographic and the brands in their basket
We can also test your NPD, EPD or rebranding to identify which segments are most likely to buy it
TRKR Articles
The new Tesco segmentation: a move in the right direction for shopper insight, but what about other retailers?
Border Biscuits
Winning distribution across Tesco stores in England & Wales
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Tesco Data
Larger brands:
We have plenty of experience using Dunnhumby data to track and present your performance in Tesco stores.
Emerging brands (up to £5m revenue):
For many years, Tesco suppliers <£1m revenue could obtain Dunnhumby data free of charge, courtesy of The University of East Anglia. As of summer 2026 this is no longer available.
In its place TRKR have teamed up with NIQ to provide “entry-level market data” at affordable rates, specifically for suppliers <£5m
“There’s an appreciation for smaller suppliers that they haven’t got the budgets to invest in loads of data. However, if they can get their hands on market data and shopper insight, it can increase their chances greatly. We’ll always ask them, ‘What can you do? How can you validate your pitch/story?”
Sainsbury’s buyer, 2025
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Sainsbury’s Data
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Taylors Snacks
Taylors - same great crisps, different packet.
M&S Buyer Quote
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Marks & Spencer Data
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Case studies…
Taylors Snacks
Private label pitches - Winning over M&S with a combination of market data and bespoke shopper insight
Associated Seafoods
Launching a Premium Hot Smoked Seafood range in M&S
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Aldi
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'“A good brand story, backed by evidence, is what we really need to see from a supplier.
With the evidence, it’s easier for me to make decisions.”
Aldi buyer, 2025
“The suppliers who invest in market data are the ones you look forward to meeting. You can rely on them to arrive with a proper, evidence driven rationale that makes it easier for us to make commercial decisions on the back of it.”
Aldi buyer, 2025
“The buyer will be seeing hundreds of suppliers, so if suppliers want to stand out, they don’t just need a good product; they also need a solid commercial case behind it. Who is their target shopper, why will shoppers buy it, and why will it sell more than what’s already on the shelf? What’s the size of the opportunity worth to me?”
Morrisons buyer, 2025
“Smaller suppliers should still try and look for some degree of data when pitching their products. Data helps me make decisions. Decisions need to be evidence based.”
Morrisons buyer, 2025
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Morrison’s
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Case studies…
Mitsuba Snacks
Breaking into the UK grocery multiples with an existing brand
Oddly Good
Bringing the finest desserts from Finland to UK consumers
“For challenger brands, I would still expect smaller suppliers to team up with agencies such as TRKR or a local food body to provide advice and support. We understand that they don’t have the pockets to afford lots of data, but they can source the key nuggets they need'“
Asda buyer, 2025
“The biggest frustration for me when suppliers are looking to grow shelf space is that they don’t think of the Asda customer. Suppliers should always consider the needs of the shopper that’s standing in front of the fixture. Why would they choose the new products being proposed? Are customers going to choose the new product versus what’s already out there”
Asda buyer, 2025
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Asda
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