Industries
25-34-year-olds are
21%
more likely to drink pumpkin coffees than the average consumer
Quick Insight
It's that time of year again... pumpkin spice is back. 🎃☕
According to Circana, 25–34-year-olds are the most likely to enjoy pumpkin-flavored coffee, proving the season's signature sip is going strong.
Are you team “too early” or “right on time”?
Company
Solutions
Track business performance against key competitors at every stage of the product lifecycle.
SOLUTIONS
We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
SOLUTIONS
Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
SOLUTIONS
Resources
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 from Liquid Data Collaborate™ 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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