The TWC Trade Briefing webinar brought together wholesalers, suppliers and industry leaders for an exclusive first look at Channel Track, our new read of consumer card spend data combined with consumer behaviour across grocery and foodservice.
With a strong turnout and high engagement throughout, the session highlighted the industry’s appetite for robust, actionable insight that goes beyond the headlines and helps businesses understand not just what is happening, but why, where, when and who behind cross-channel performance.
Introducing Channel Track: A new level of insight for wholesale
Channel Track is the result of a major collaboration between TWC’s data and research teams, combining:
- 70,000 consumer research surveys, and
- Debit and credit card transactions from 10.2 million UK consumers, spanning 40,000 grocery outlets and 183,000 foodservice outlets.
This unique fusion of behavioural and attitudinal data gives the sector a powerful new lens on consumer behaviour; one that reveals:
- WHAT is happening in the market
- WHY it’s happening
- WHERE and WHEN it’s happening
- WHO is driving the change
For wholesalers and suppliers looking to build strategies around missions, occasions and day parts, Channel Track provides the clarity needed to make confident, growth‑focused decisions.
Insight without action doesn’t drive growth
A recurring theme from the webinar was the importance of turning insight into action. Data alone doesn’t grow sales but data paired with a growth mindset does.
TWC is committed to partnering with wholesalers and suppliers who:
- Believe in the growth potential of the channel
- Want to understand their customers more deeply
- Are ready to act on insight to drive performance
Channel Track aims to galvanise the industry: reversing declining sales in retail and accelerating growth in foodservice and hospitality.
What Channel Track will cover
Attendees asked excellent questions about the scope of Channel Track. The solution covers:
- Missions & occasions
- Day parts
- Value and volume sales
- Behavioural and attitudinal insight
For highly specific or niche questions, a targeted boost survey may be required, however Channel Track is designed to meet the vast majority of insight needs across wholesale, retail and foodservice.
Why this matters for the wholesale channel
TWC is the only data and research agency dedicated exclusively to the wholesale channel. That focus matters because wholesale requires its own insight, its own language, and its own understanding of shopper and customer behaviour.
Channel Track is the next step in our mission to give the sector the tools it needs to grow.
Want the full presentation?
If you missed the webinar or want to explore the insights in more detail, we’re happy to share the full presentation, including:
- Channel Track methodology and early findings
- Market performance trends
- Key behaviours shaping retail and foodservice
- TWC’s wider activity and upcoming developments
