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Of those who plan to watch the global soccer tournament,
66%
State that they plan to view this year's matches at home by themselves or with members of their household.
Quick Insight
As the international tournament kicks off across North American cities in mid-June, CPG brands, retailers, and foodservice operators have a clear opportunity to engage millions of fans across 48 countries.
And it’s not just about viewership, it's about shared experiences. New Circana insights show 24% of consumers plan to watch matches with friends and family outside their household.
For brands, that means more occasions, more connection points, and more moments to win with consumers.
Company
Suggested solutions
CASE STUDY
More Than a Toss-Up: Protecting $12.5M in Salad Sales
Snapshot
SOLUTION AREA
Market Measurement, Loyalty Analytics
SOLUTION
Liquid Data Collaborate
INDUSTRIES
CPG
CLIENT
Manufacturer and Retailer
The Objective
A leading retailer observed declining sales for field-grown spring mix packaged salads over the past year. At the same time, Controlled Environment Agriculture (CEA) products, which are crops grown using advanced technology in enclosed, controlled spaces like greenhouses, were gaining momentum and expanding in sales across the nation.
With shelf space and assortment under pressure, the retailer began reassessing the role of field-grown products within the category. Point-of-sale data suggested these items were underperforming relative to emerging alternatives, raising the question of whether they should be delisted.
The Solution
Circana leveraged frequent shopper program data to analyze regional sales, product performance, and buyer dynamics to quantify the risk of delisting field-grown products.
Shopper dynamics revealed that field-grown spring mix drives 40–70% of incremental buyers, making it a critical engine for category growth. Removing these products would put $10M at risk in one region and $2.5M in another, significantly impacting performance.
The analysis revealed that field-grown items serve as a key entry point for shoppers, highlighting their true value beyond topline POS trends.
The Results
By identifying the hidden risks of delisting, the retailer chose to retain field-grown spring mix in its assortment. This decision avoided $12.5M in potential lost sales, preserving category growth and enabling a more balanced category strategy alongside growing CEA offerings.
Circana’s data and insights also led to a revamp of the promotional strategy and better optimization of loyalty points for a field-grown packaged salad brand.
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