Circana's
Diversity Advantage Program

It's built on the belief that smaller, diverse-owned businesses deserve an equal opportunity to leverage their talents for growth.

We decided to find a way to help level the playing field for diverse-owned businesses in the consumer packaged goods industry.

Using our deep data, analytics, and technology expertise, and leveraging our strong relationships with retailers, we created the Diversity Advantage Program (DAP) to work directly with and support diverse-owned businesses in their quest to grow.

Assets and Expertise

DAP makes Circana’s assets and expertise available to smaller CPGs to help them forge stronger partnerships with large retailers and more easily scale their companies.

Operational Support

DAP participants receive operational support, such as data, training, and consultative services, from Circana. This helps them develop insights and secure the resources they need to grow their companies, which benefits program participants, their families, and their communities.

The Right Source

We source program participants from businesses that are accredited via the Women’s Business Enterprise National Council (WBENC), the National Minority Suppliers Development Council (NMSDC), and from retailer recommendations, as many have their own diversity supplier programs.

DAP participants must be minority- or women-owned consumer goods companies with $1 million to $25 million in annual sales, looking to scale their businesses.

Join DAP

How it works

Success Stories

+80%

Sales increase

Mented, a woman-founded cosmetics company, wanted to increase its sales with a key retailer. Circana created a survey to help Mented better understand a key retailer’s cosmetic guests. The survey insights helped guide Mented’s strategy, which led to a sales increase of 80% and a doubling of its average weekly distribution at the retailer.

450

Stores added to distribution

BLK & BOLD, a Black-owned specialty coffee and tea brand, saw an opportunity within the coffee category for more premium, specialty K-cups, a new segment for the brand. Circana provided data and insights about a retailer’s stores that had customers with the highest propensity to purchase K-cups. With this information, BLK & BOLD was able to expand its distribution to 450 of the retailer’s stores, chosen as one of only two premium K-cup brands selling there.