Are you buying the right category data? 🔍
Buying data without a plan is like grocery shopping hungry.
You end up spending loads... and still don’t have what you need.
We all start somewhere. Maybe you’ve just bought your first EPOS data dump, or you’re thinking about investing in DunnHumby for the first time.
But before diving into the numbers, take a step back. What challenges are you trying to solve? What opportunities do you want to explore?
The best data strategies start with your goals, not the data itself. It’s not about having all the data, it’s about knowing what you need to understand, and why.
That said, you do need to know what’s out there to figure out what’s right for you.
There are three main types of category data that brands use:
EPOS data – what’s selling, where and when.
Panel data – more detail on who’s buying and how they shop.
Loyalty data – more detailed shopper behaviour at a retailer level.
Where are you in your EPOS journey?
Just getting started? 🌱
If you’ve never bought data before, it’s totally normal to feel unsure where to begin. The good news? You’ve got options, and they don’t all need a huge budget.
1. One-off reports from Circana or Nielsen
Want to see how the total category is performing across the UK? A one-off report from Circana or Nielsen can give you a solid overview.
✔️ Spot category trends
✔️ Compare performance of your products with competitors
✔️ Check how far you’ve come (and where you’re missing out)
Price will depend on your category, how much history you need, and whether you want the full category or just your bit. Start with your burning questions, then chat to the providers about what fits best.
2. Retailer loyalty snapshots
Focused on just one retailer? A snapshot of their loyalty data can be a brilliant first step.
✔️ See how you stack up vs. competitors
✔️ Get a feel for shopper behaviour and loyalty
✔️ Spot opportunities to grow within that retailer
It’s not the full picture, but if you’re building a sell-in story or planning your next pitch, this kind of insight can be really powerful.
Ready for more regular data? 🪴
You’ve got a solid foundation and want to know more. You want to keep an eye on performance, spot trends early and build your category story with confidence.
1. Monthly access via Northstar:
Northstar is designed with small brands in mind and is a great entry point for regular data.
✔️ Affordable subscription
✔️ Easy to use
✔️ Gives you a sense of your sales performance over time
There are some limitations compared to going direct to Circana or Nielsen, but it’s a brilliant stepping stone if you’re not quite ready for a full contract.
2. Syndicated data from Circana or Nielsen:
When you're ready to invest a bit more, this is the next step up.
✔️ Monthly EPOS data
✔️ Choose Total Market or drill into specific retailers
✔️ More flexible and detailed than Northstar
You’ll need to be clear on which retailers and metrics matter most to your brand, but once you're in, the possibilities really open up.
3. Deeper loyalty data access:
If your focus is on one or two key customers, this is where loyalty data gets powerful.
✔️ More granularity to performance information
✔️ Understand what your shoppers are really doing
You’ll usually need to go via a retailer-approved partner. Here's who to speak to:
Tesco & Waitrose – Dunnhumby
Sainsbury’s – Sainsbury’s Insight Platform
Asda – Quantium
Morrisons, Co-op & Boots – Circana
Ocado – Beet
One big bonus: You’ll be speaking your retailer’s language. This is key to smoother conversations and greater impact.
Time for something more fit for purpose 🌳
You’ve moved beyond the basics. You want smarter tools, deeper insight and something that actually works the way your business does.
1. Build your own database:
This is about taking control, either with a bespoke view of one source built with the provider (e.g. Circana Unify or NIQ), or using BI tools to bring multiple sources together.
✔️ Create your own product hierarchies, aligned with how you define the category
✔️ Tailor your view by retailer, channel, brand or pack type
✔️ Use platforms like Power BI or Tableau to combine EPOS, loyalty and internal data in one place
It’s a game-changer for growing brands who need consistent, joined-up insight across teams.
2. Use AI to get ahead:
AI is transforming how brands work with data, and there are already a few providers out there like Dijuno, testing the waters.
✔️ Automate your analysis and free up thinking time
If you're spending too long building charts or crunching numbers, AI tools can help you focus on what really matters: the story behind the data.
Don’t go data shopping hungry.
The right data strategy doesn’t just save time. It helps you to spot opportunities faster, build more compelling stories, and make confident decisions.
Whether you’re just starting out or ready to level up, make sure your data setup is still fit for purpose, that you’re buying with intention, and not just filling up the trolley!
Not sure what’s right for you? Get in touch and we’ll help you figure it out.
August 2025