TWC Group has today (June 3) announced the launch of Channel Track, the UK food and drink wholesale sector’s first cross-channel tracker.
Based on 10 million consumer debit/credit card transactions and tens of thousands of research interviews, it delivers a continuous read of consumer missions, decisions, occasions and spend.
In short, it enables wholesalers and suppliers to finally understand what is happening simultaneously across small basket retail and hospitality to highlight true performance drivers and unlock growth.
For the first time, the industry can access a single, harmonised read built from multiple, independently robust data sources, including:
- Debit and credit card spend from 10.2 million UK consumers, covering 40,000 retail outlets and 183,000 foodservice outlets
- 70,000 consumer research surveys in 2026
- TWC’s SmartView Convenience, the industry’s leading EPOS market read for wholesaler-supplied independent convenience stores, representing 3.5 billion annual visits and a £30bn+ channel of 34,000 GB stores
Each dataset is powerful on its own. Combining them has required significant methodological rigour and technical integration.
It has been “far from easy” says Tanya Pepin, Managing Director at TWC, but TWC has achieved what many believed was impossible and the result is a market read that the industry can trust.
Pepin said, “Channel Track is a breakthrough for the wholesale sector. For the first time, wholesalers and suppliers have a consistent, independently verified view of performance across wholesale’s route to market, including convenience retail and hospitality.
"These data sources are each robust in their own right - but when combined, they create something far more powerful.”
Channel Track reflects how consumers behave today- multi-channel, fluid, and mission-driven. It moves beyond siloed reporting to show where growth is emerging, which categories are shifting, and how consumer occasions are evolving - providing a forward signal for suppliers and wholesalers.
It will enable the wholesale channel to quantify the ‘size of the prize’ and identify where to grow sales, profits and footfall.
Pepin added, “Syndicated products become the common language of an industry. That’s what Channel Track is designed to be: a shared, trusted foundation for data-led conversations. And because TWC is the only agency working exclusively in wholesale, this matters as much to us as it does to our clients.”
TWC is the sector’s most used data agency, with 90 wholesalers subscribing to its platforms. The business has also been voted Best Service Provider to the Wholesale Industry at the FWD Gold Medal Awards in both 2024 and 2025, reinforcing its position as the sector’s trusted partner.
Channel Track now joins TWC’s suite of sector-specific products, alongside SmartView Convenience and SmartView Wholesale, strengthening the company’s growth trajectory and cementing its position as the horse to back in wholesale insight and analytics.
Channel Track is available now, with monthly insight reports and bespoke deep-dives for suppliers and wholesalers.