Sarah Garry Sep 28, 2026
GCA Annual Conference 2026: supplier confidence, commercial pressures and the importance of speaking up
The Groceries Code Adjudicator (GCA) Annual Conference took place on Tuesday 29 September, bringing together suppliers, retailers, trade associations and other industry stakeholders to consider the state of relationships between grocery retailers and their suppliers.
The conference came against a backdrop of continued cost pressures and a small increase in reported Code issues. The GCA's 2026 annual survey, which received more than 2,600 responses, found that 32% of suppliers had experienced a Code issue during the previous 12 months, compared with 30% in 2025. However, the conference's YouGov deep dive suggested that these headline figures tell only part of the story. A recurring theme throughout the day was confidence: whether suppliers feel sufficiently confident that they can raise concerns without jeopardising commercially important retailer relationships.
Power, risk and the reluctance to raise issues
One of the strongest findings from the YouGov annual survey and accompanying qualitative research, was the extent to which the decision to raise an issue depends on the balance of power or the relationship between individual buyers and suppliers.
The research found that 40% of suppliers would not raise issues with the GCA. Of this group, 38% believed that the retailer would find out and that there could be consequences for their business. There was particular concern that any retaliation might not be immediate or explicit but could emerge over time through a deterioration in the commercial relationship or more difficult negotiations.
This is despite commitments designed to protect suppliers and regular meetings between Code Compliance Officers and the GCA.
The research nevertheless suggests there remains a gap between the existence of those protections and suppliers' confidence that they will work in practice.
Relationships remain highly individual
Supplier experiences of retailers are far from uniform. The YouGov deep dive found that relationships can vary considerably. Positive relationships were associated with accessible buyers, stable long-term relationships, transparent and collaborative communication and an environment in which innovation and profitability are supported. More difficult experiences were associated with power imbalances, selective responsiveness, slow decision-making and increasingly automated, transactional relationships.
This is particularly significant in the current economic environment. The GCA reiterated its expectation that retailers approach cost price increase discussions fairly and transparently and that buyers understand and apply its Seven Golden Rules.
What does this mean for brands?
There were some encouraging findings for branded suppliers.
The YouGov research identified increased opportunities for innovation for some branded suppliers, particularly where their propositions align with retailers' strategic priorities. Areas highlighted included health and wellness, premiumisation and British-sourced products.
Understanding retailer strategy is therefore becoming increasingly important. Suppliers that invest in their own market intelligence appear better placed to understand where retailers are heading and to position their brands accordingly, rather than relying solely on information supplied by individual buyers.
However, larger branded suppliers in particular reported greater pressure to fund promotions, retail media and marketing investment. Some suppliers also expressed reluctance to discuss potential innovations with buyers because of concerns that similar propositions could subsequently be developed with other suppliers.
The practical issues facing suppliers
The 2026 survey also provides a useful reminder of the day-to-day issues that continue to affect suppliers.
The most commonly reported problem was inadequate retailer processes for resolving invoice discrepancies promptly, experienced by 20% of respondents. This was followed by significant costs caused by inaccurate forecasting at 18%, de-listing without reasonable notice at 15%, and delays in payment at 14%.
De-listing was discussed during the conference, with the importance of genuine commercial reasons and reasonable notice emphasised. More broadly, the message was that retailers should negotiate fairly and in good faith and should not expect suppliers simply to carry all the financial risk.
Amy Williams, Commercial Director at Morrisons, stressed the importance of looking beyond whether a promotion simply maintains margin: retailers should also consider whether it attracts customers or builds loyalty, and where an initiative does not work, consider reasonable alternatives before moving towards de-listing.
CCOs: use them early
Practically, attendees were encouraged to use either their trade association or retailers' Code Compliance Officers (CCOs) to navigate challenges.
During the CCO panel, suppliers heard that confidentiality was a primary concern and details would not be passed into the wider retailer business, unless explicit permission was provided by the supplier. Many of the 14 in-scope retailers encouraged proactive engagement, with Ocado offering monthly open forum ‘listening sessions’ with its CCO.
There was nevertheless some scepticism amongst suppliers in the YouGov research and conference attendees requested greater visibility over the number of complaints CCOs received and, importantly, how those complaints are resolved.
An important role for trade associations
The research also highlighted the value that trade associations provide when suppliers encounter problems. Suppliers interviewed for the deep dive described trade associations as providing significant support both in trading matters and in dealing with GSCOP-related issues.
BBG can provide a confidential sounding board for members, help identify whether an issue may have wider significance across the branded goods sector, and where appropriate help members understand the routes available to them.
From investigations to changing behaviour
The GCA, Mark White, emphasised that his objective is not simply to increase the number of formal investigations undertaken by the GCA, but instead to change retailer behaviour and drive corrective action.
Mark also advised that his investigation into Amazon is ongoing, and no update was provided on when the investigation would conclude.
What should BBG members take away?
The conference painted a nuanced picture. Overall Code compliance remains high, and there are examples of strong, collaborative retailer-supplier relationships. For some branded suppliers there are growing opportunities to innovate where brands can demonstrate alignment with retailer strategy and consumer demand.
But there is clearly more to do. Suppliers continue to experience Code issues, and the YouGov research indicates that fear of damaging a commercially important relationship can still discourage businesses from speaking up.
The effectiveness of the Code therefore depends not only on having protections in place, but on suppliers having confidence to use them.
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BBG members experiencing issues in their relationships with designated retailers, or who simply want to discuss a concern confidentially before deciding what to do, are encouraged to contact the BBG team. We can help members consider the issue and the routes available, including engagement with the relevant CCO or the GCA where appropriate.
To support members in building capability within their teams, we also offer GSCOP full and refresher training, in addition to competition law and negotiation courses. Members are entitled to a maximum of four free places on training courses each year and if you haven’t already booked yours, please contact Kellie to arrange this.