Retail Buyers.
Tesco
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“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
Border Biscuits
Winning distribution across Tesco stores in England & Wales
Flo video
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
TRKR Articles
The new Tesco segmentation: a move in the right direction for shopper insight, but what about other retailers?