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Demand Signals Report

CPG Demand Signals Report

Monitoring the impact of macroeconomic factors, including tariffs, on volume, price, and supply on U.S. consumer behavior within the CPG Industry. 

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Industry rankings vs. previous data period.

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Pokémon was the

#1

toy property in 2025 for 9 of the 12 countries we track.

Quick Insight

Pokémon continues to drive cross-category growth. ⚡

 

In 2024, Pokémon Scarlet and Violet led the franchise in dollar sales. In 2025, Pokémon ranked as the #1 toy property in 9 of the 12 countries we track. 🌎

Company

Suggested solutions

Liquid Data Go® helps small to midsize CPG brands grow faster and dream bigger.

Understand complex consumer behavior with clear, accurate insights into omnichan…

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Kristen Classi-Zummo

Kristen Classi-Zummo

Director, Industry Analyst, Apparel

Kristen Classi-Zummo is an industry analyst specializing in fashion and active apparel at Circana. In this role, she collaborates with premier brands and retailers to uncover strategic business opportunities within the apparel sector. Prior to her Circana tenure, Classi-Zummo oversaw product development for men’s and women’s Blue Label at Ralph Lauren.


A respected industry authority, Classi-Zummo is a featured contributor for Forbes, where she covers apparel industry trends. She is also frequently quoted as an industry expert in publications such as The New York Times, WWD, and The Wall Street Journal. She has shared industry insights as a featured presenter at trade shows including Curve, Magic, and Sourcing Journal.


Classi-Zummo holds a master’s degree in global fashion management and a bachelor’s in merchandising from the Fashion Institute of Technology in New York City.

Recent Posts from

Kristen Classi-Zummo

Australia Foodservice Insights

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With over 15 years of continuous, industry‑leading foodservice tracking in Australia, Circana’s Foodservice Insights deliver the most reliable, consistent, and comprehensive view of the local market.

19 Mar 2026

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Future of TV

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TV is no longer just a reach vehicle—it’s becoming one of the most powerful and measurable commerce channels available to marketers. This report unpacks how linear, streaming, and CTV now work together to drive incremental sales, the audience shifts redefining planning, and how shoppable and immersive formats are changing what TV can do. Powered by Circana’s purchase and behavioral insights, it offers practical imperatives for connecting TV exposure to real business outcomes.

19 Mar 2026

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Beauty Book 2026

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The Global State of Beauty and Outlook from Circana reveals the trends shaping the future of the beauty industry. This year’s Beauty Book brings together the most complete global view of prestige and mass beauty, offering expert perspectives on the biggest shifts of 2025 and what they mean for 2026 and beyond. With unparalleled data clarity, advanced technology, and deep category expertise, Circana transforms industry insights into actionable strategies that inspire growth and unlock new opportu

19 Mar 2026

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Growth Leaders Spotlight: How Premier Protein and Chomps Won in 2025

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Two high-growth brands share how they expanded distribution, captured consumer demand, and accelerated category growth.

16 Mar 2026

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2025 CPG Growth Leaders: How Small Brands Are Winning

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Learn how Milo’s Tea Company achieved multi-year growth in a highly competitive CPG market.

16 Mar 2026

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2025 CPG Growth Leaders: Strategies from Top Manufacturers

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Hear how leading brands like Freshpet and Georgia-Pacific drove growth in one of the most competitive CPG markets in years.

16 Mar 2026

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February Spending Rebounds as Consumer Resilience Drives Market Stability, Reports Circana

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Despite headwinds from winter storms and ongoing global uncertainties, U.S. consumers continue to demonstrate their resilience—particularly within categories driven by desire rather than necessity. There is a growing divide between industries where consumers feel value aligns with pricing and those where elevated costs are dampening demand.

16 Mar 2026

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How to Utilize Supply Chain Data to Optimize Key Supply Chain Decisions

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Circana’s supply chain solutions allow suppliers to set thresholds and alerts so they can focus on the exceptions that matter rather than drowning in data. Furthermore, our consultative approach helps brands interpret what the data is saying about the future, bridging the gap between front-end sales data and back-end supply chain operations.

13 Mar 2026

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SKU Rationalization for Growing Brands: Protecting Margins Without Compromising Growth

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What does an optimal shelf look like for a growing brand? While capturing a spot in physical and digital stores is an important milestone for small and mid-market businesses, managing the right type and number of products on the shelf becomes even more crucial as they scale.

12 Mar 2026

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Why Standard KPIs Fall Short for SMBs and How to Measure What Actually Drives Growth

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Traditional KPIs often miss the potential of growing brands, while metrics like sales momentum, consumer reach, and repeat purchase rates highlight their true market impact and scalability.

12 Mar 2026

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Circana Reports Global Foodservice Traffic Grew in 2025 Despite Economic Headwinds

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For operators seeking diversified growth, international markets provide an attractive opportunity. However, careful planning is essential before global expansion. Even geographically close countries like Canada require localized strategies to succeed amid cultural differences. Circana has the local knowledge in international markets to help global clients succeed.

12 Mar 2026

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Data‑First Pricing: Diagnose, Measure, and Optimize Profit for Growing CPG Brands

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There’s always a moment when a brand realizes its price can’t stay where it is. Costs shift, margins tighten, or category dynamics change. Inflation may have raised input costs, or perhaps your penetration pricing strategy has run its course, requiring a more sustainable approach. Whatever the trigger, pricing decisions carry risk and real impact.

11 Mar 2026

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Spring Ahead and Optimize Upcoming Holidays

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Shoots of green are popping up in many areas, and it’s not just due to the winter thaw.  The arrival of spring heralds new growth opportunities for brands and retailers that can tap into the cross-category appeal of upcoming holidays.

11 Mar 2026

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Demand Signals Report: Unlock CPG, Consumer Behavior Insights

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Monitoring the impact of macroeconomic factors, including tariffs, on volume, price, and supply in U.S. CPG.

10 Mar 2026

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China Consumer Sentiment Study: Did Foodservice Cool After the Spring Festival?

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Consumers are shifting their spending priorities after the Spring Festival.

10 Mar 2026

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Q4 2025: Australian foodservice traffic continues to recover

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The latest Q4 2025 results are in – and they reveal insights into how Australians are dining, spending, and choosing where to go.

10 Mar 2026

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Stabilization and Renewed Growth Forecast for Home Products Industry Beginning in Late 2026, Reports Circana

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Despite the economic pressures felt by U.S. consumers this past year, annual spending on home durables remained generally stable in 2025 – despite a challenging back half – on the heels of steady year-over-year growth. Broader economic indicators may continue to create headwinds through much of 2026, but they also present category-specific opportunities, particularly as consumers continue to eat, entertain, and clean at home.

10 Mar 2026

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Circana and Sally Beauty Holdings Announce Strategic Partnership to Optimize Supply Chain Operations

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We are excited to partner with Sally Beauty Holdings to bring this collaborative supply chain solution to life. This agreement represents a significant step forward in leveraging data to create mutual value. By empowering suppliers with the right insights, we are helping to ensure that Sally Beauty Holdings continues to deliver exceptional service and availability to its customers.

10 Mar 2026

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5 Loyalty-Building Tactics that Set Scaling Brands Apart

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When growing brands pair their natural authenticity with insight‑driven decisions, they unlock the kind of loyalty that turns casual buyers into repeat customers.

9 Mar 2026

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Circana Announces Its 13th Annual Home Industry Performance Awards Ahead of 2026 Inspired Home Show

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These awards highlight leaders in the home industry who are finding ways to stand out to North American consumers. By combining innovative products with strategic marketing, these brands are meeting essential needs and seizing growth opportunities within a fiercely competitive market. Congratulations to this year’s winners for successfully capturing consumer interest and driving the industry forward.

9 Mar 2026

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