TWC launches Channel Track
Channel Track has been announced by TWC as the first cross-channel tracker of UK consumer food and drink purchasing built exclusively for the wholesale sector
Based on 10m consumer debit/credit card transactions and tens of thousands of research interviews, the data solutions company says Channel Track 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, TWC says, 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
TWC explains that Channel Track is designed to reflect 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.
Tanya Pepin, Managing Director at TWC, 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.
“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.”
Channel Track data insight Tanya Pepin TWC