TWC Group’s new Channel Track data that the convenience sector has been significantly under quoted for its share of the UK grocery market, with the findings number of 12% significantly higher figure than some estimates commonly reference it.
Channel Track has been developed using debit and credit card spending data representing 10.2m UK adults, enabling TWC Group to capture the value of the whole transaction or basket, rather than relying solely on products subsequently recorded as being taken home.
TWC claims these symbol & independent findings are potentially important for suppliers, with market size and channel share data frequently used to determine investment, resource allocation and route-to-market priorities.
Read more: TWC launches cross-channel tracker using card transaction data
Jayne Webb, insights director at TWC Group, and the driving force behind the development of Channel Track, said: “Having worked within a number of supplier organisations, I know just how influential market share data can be. It feeds directly into decisions about where businesses invest their money, people and resources.
“One of the challenges with understanding the symbol and independent sector is that the full picture can sit across a number of different data sources. Take-home purchasing, immediate consumption and out-of-home spend can all be captured in different ways and in different places.
Tom Fender, development director at TWC Group, said: “Jayne was the brains behind Channel Track. Her ambition was straightforward but challenging: To create robust data for the route-to-market sector that allows businesses to quantify the true size of channels and, crucially, identify where the growth opportunities lie.
