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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.

 

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Mat Piscatella

Mat Piscatella

Executive Director, Games

Mat Piscatella brings nearly two decades of experience to his role as Circana’s video game industry analyst. He regularly advises senior industry leaders, media, and trade associations on the business trends impacting gaming’s present and future.


Piscatella previously held business planning and analysis roles at both Warner Bros Games and Activision Blizzard. His publishing credits include titles from leading video game brands such as Call of Duty, LEGO, Batman: Arkham, Guitar Hero, DreamWorks, Mortal Kombat, and Marvel, among others.


Piscatella has an MBA in marketing from San Diego University and a bachelor’s in political science from California State University, San Bernardino.

Recent Posts from

Mat Piscatella

Circana’s 2026 Holiday Study Finds Consumers Spending Selectively, Not Stepping Away

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Circana’s 2026 Holiday Study Finds Consumers Spending Selectively, Not Stepping Away
Holiday spending forecast to range from down 1% to up 2.5% as shoppers seek value, convenience, and experiences worth prioritizing

8 Oct 2026

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The Global Health & Wellness Market: The Next Wave of Growth

104

The Global Health & Wellness Market: The Next Wave of Growth
Wellness has won the argument. 85% of consumers now actively practice self-care, and 93% call it a priority. Yet only 38% are satisfied with where they are. How will brands and retailers close this gap?

8 Oct 2026

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Holiday 2026 Will Be Defined by Meaning: Five Consumer Shifts Retailers Can’t Ignore

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Holiday 2026 Will Be Defined by Meaning: Five Consumer Shifts Retailers Can’t Ignore
The first half of 2026 reinforced a trend that has been building for several years: Consumers are becoming increasingly purposeful with their spending.

7 Oct 2026

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AI Access Vs. AI Intelligence: A CTO Guide

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AI Access Vs. AI Intelligence: A CTO Guide
AI decision intelligence connects AI to verified industry data, business context, and enterprise workflows, so answers lead to governed decisions instead of isolated productivity gains. Circana’s Liquid AI™ grounds each response in POS-validated retail measurement and category knowledge, and delivers it through the applications, agents, and assistants your teams already use.

7 Oct 2026

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Fast Forward: How Speed and Convenience Are Driving Food and Beverage Trends

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Fast Forward: How Speed and Convenience Are Driving Food and Beverage Trends
Time efficiency frequently governs how Americans eat, with Circana data showing that out-of-home meals climbed to 382 per person and more than half of dinners requiring little or no cooking. Consumers are also swapping out full meals for snacking and saving time by shopping online.

7 Oct 2026

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New Study from Circana and Best Buy Ads Shows Retail Media's Reach Goes Far Beyond the Click

206

New Study from Circana and Best Buy Ads Shows Retail Media's Reach Goes Far Beyond the Click
New syndicated marketing mix modeling research quantifies the full-funnel impact of Best Buy Ads across the market

7 Oct 2026

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El Niño and Retail: Why Weather Volatility Is Becoming a Planning Challenge, Not Just a Forecasting Challenge

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El Niño and Retail: Why Weather Volatility Is Becoming a Planning Challenge, Not Just a Forecasting...
As forecasters project a strengthening El Niño through the remainder of 2026, many retailers may be tempted to focus on the weather forecast itself. But history suggests the bigger opportunity lies in understanding how consumers respond.

6 Oct 2026

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EMEA Demand Signals Report: Unlock CPG, Consumer Behavior Insights

195

EMEA Demand Signals Report: Unlock CPG, Consumer Behavior Insights
Monitoring macroeconomic impacts on volume, price, and other aspects of the EU6 CPG industry.

1 Oct 2026

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Shoppers swap alcohol for new generation of healthier drinks as booze loses its bottle but beverage sales increase overall 

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Shoppers swap alcohol for new generation of healthier drinks as booze loses its bottle but beverage...
Alcohol has been declining in popularity in the five or six years since the pandemic and this has now led to a wider range of alternatives and healthier products, which give us much more choice about what we drink at home and when we socialise.

1 Oct 2026

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The Produce Path: Challenges and Opportunities at a Time of Disruption

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The Produce Path: Challenges and Opportunities at a Time of Disruption
Produce is facing a pivotal moment as food safety concerns, economic pressure, and shifting shopper habits reshape demand across retail and foodservice. Trust, value, convenience, and health trends are creating both near-term disruption and longer-term opportunities for the industry.

1 Oct 2026

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AI, Measured: The Shift and Strategies that Win

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AI, Measured: The Shift and Strategies that Win
AI agents are starting to make the buying decision itself, reshaping discovery, brand visibility, and retail power dynamics faster than most CPG and retail players are prepared for.

30 Sept 2026

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The Agentic AI Shift and Strategies That Win

145

The Agentic AI Shift and Strategies That Win
With more than two-thirds consumers now using generative AI to explore and choose products, and AI agents dramatically narrowing the digital shelf, brands and retailers must now earn selection from both people and algorithms. Circana’s experts explore where consumer trust truly stands, what shoppers expect from AI assistants, and the strategic levers that separate category leaders from those left off the shortlist.

30 Sept 2026

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Category Management Under Pressure: How AI Helps Teams Prioritize the Right Opportunities 

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Category Management Under Pressure: How AI Helps Teams Prioritize the Right Opportunities 
Category management teams get more signals than they can act on. The job is picking the two or three that will move the category before the next buyer meeting. Continuous monitoring across retailer point-of-sale, shopper and competitive data surfaces assortment gaps, white space and price or pack gaps as they appear, so the recommendation is ready before the meeting is.

29 Sept 2026

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A Seasonal “Boo-st”: How Halloween 2026 Is Shaping Up Across Categories

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A Seasonal “Boo-st”: How Halloween 2026 Is Shaping Up Across Categories
Spooky season has arrived. With it comes a cauldron of swirling consumer behaviors and opportunities for brands, retailers, foodservice operators, and others with Halloween-themed offerings. Halloween remains a major holiday for many consumers, with Circana data showing that about one-half of families in the U.S. plan to celebrate the occasion.

28 Sept 2026

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Demand Signals Report: Unlock CPG, Consumer Behavior Insights

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Demand Signals Report: Unlock CPG, Consumer Behavior Insights
Monitoring macroeconomic impacts on volume, price, and other aspects of the U.S. CPG industry.

25 Sept 2026

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Competing through Disruption: The Australia Foodservice Perspective

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Competing through Disruption: The Australia Foodservice Perspective
How Value, Control, and Convenience Are Reshaping Consumer Behavior — and What the Industry Must Do Next

25 Sept 2026

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Holiday 2026 Media Planning: Where to Spend and How to Measure the Season

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Holiday 2026 Media Planning: Where to Spend and How to Measure the Season
Holiday 2026 media planning is the work of deciding how early to spend, which channels to fund, and how to measure a season that no longer starts at Thanksgiving. This on-demand Circana session, recorded in September, 2026, is for brand managers, media directors, category managers and insights leads who own holiday spend or the forecast it is graded against.

24 Sept 2026

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Circana Forecasts U.S. Home Market Growth as Consumers Invest in Products That Help Them Save Money and Simplify Life

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Circana Forecasts U.S. Home Market Growth as Consumers Invest in Products That Help Them Save Money...
Eating at home, replacement demand, and everyday convenience are fueling home-product growth, with the market expected to exceed $45.6 billion by 2028

24 Sept 2026

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Circana 2026 Holiday Media Report Reveals How Advertisers Can Act on Demand Before Purchase

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Circana 2026 Holiday Media Report Reveals How Advertisers Can Act on Demand Before Purchase
New Circana report offers holiday advertising strategy insights for brands, retailers, and media advertisers navigating earlier demand, social commerce, AI-assisted shopping, and connected measurement

23 Sept 2026

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Kids Are Back in School. Their Shopping Isn’t Done Yet.

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Kids Are Back in School. Their Shopping Isn’t Done Yet.
Circana data shows consumers delaying back-to-school purchases and spending later into the season as they carefully balance budgets, value, and brand preferences.

22 Sept 2026

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