The agreement will centre on Co-op’s Hive support programme, which launched in 2020 and is a key part of the company’s data strategy, helping it to build a shared understanding of customer behaviour, category performance and market trends.

Sources of data used by Hive include electric point of sale transactions, shopper insights, loyalty metrics, purchasing behaviours and market performance.

The partnership with Circana will see the analytics business support the next phase of Hive’s development, with the next five years focusing on expanding the platform’s capabilities to include new data assets and measurement tools, including supply chain, quick commerce and wholesale insights.

Cari Memmott, senior vice-president retail UK at Circana, said: “The renewal reflects the strength of our longstanding relationship and our shared commitment to driving growth through industry-leading data, insights and technology.

“Together, we will continue to enhance collaboration between Co-op and its supplier partners while supporting initiatives that create lasting benefits for local communities.”

Imran Rasul, chief commercial officer at Co-op, said: “The next evolution of Hive will provide suppliers with broader, more connected insights across our business, enabling faster decision-making, stronger collaboration and greater opportunities for shared growth.

“Together, we’re creating a platform that helps turn data into action and supports long-term success for both Co-op and its partners.”