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THE SINGLE SOURCE OF TRUTH FOR
Food and Beverage Market Research & Consumer Data
Stay ahead of a rapidly changing industry and evolving consumer behaviors.
No one knows more about how people eat and drink than Circana. For decades, Circana has been the go-to source for understanding how, where, and why people consume food and beverages. Our annual reporting on Eating Patterns in America, has provided brands in both CPG retail & foodservice with invaluable data in shifting consumer behaviors.
From tracking the rise of plant-based alternatives to analyzing the impact of delivery apps on dining habits, we’ve been at the forefront of omnichannel insights. Our first-party point-of-sale (POS) data, collected from thousands of food and beverage retailers, gives us an unparalleled view into what’s in consumers’ carts — and what’s driving their decisions. By combining verified purchase data from both the foodservice industry and CPG retail in the Food & Beverage industry, we provide brands across both industries with unparalleled insight into how consumers behave across all eating occasions.
Join more than 7,000 clients and partners worldwide
It all starts with
Circana’s Food and Beverages Industry Experts
“Today, consumers remain more home centric in their food and beverage behaviors. But a return to the workplace and experiential out-of-home behaviors is leading to culinary exploration outside the home. Look for consumers to seek ways to create those experiences in their own kitchen with convenient, easy-to-prepare solutions from grocery aisles.”
"Convenience has been critical to the CPG food and beverage industry since the beginning of time, but as it continues to evolve, consumers want speed to table with uncompromising quality. True innovation speaks to the consumer’s definition of value, which increasingly is the one-two punch of time and experience.”
Drive Food and Beverage Retail Strategy with Precision Data
Circana’s insights go beyond the surface, giving you the tools to make smarter, data-driven decisions. Here’s how we help:
INDUSTRY RANKING
Data Spotlight
In the beverages market, consumer preferences remain stable with no changes in category rankings. Carbonated beverages lead despite a 7.4% sales drop, followed by bottled water (1.2% increase) and energy drinks (1.7% increase). Significant movements include Minute Maid's climb in bottled juices and Powerade overtaking Bodyarmor in sports drinks. In energy drinks, Red Bull, Monster, and Celsius hold the top spots, with Ghost and Rockstar showing notable gains. Bottled water brand rankings are unchanged, with a shift towards nonflavored options. In coffee, Folgers Ground takes the lead despite a sales dip. The tea and non-fruit drink categories show minimal changes with Bigelow and Nestle leading, respectively. Ready-to-drink sectors and aseptic juices observed steady positions, highlighting consistent consumer choices.
Source: Circana, Liquid AI™,
Time
Data Source:
Point of Sale (POS) Data
13 May 2026
Insights in Action
Purple is emerging as a standout trend across fashion, home, beauty, and food, reflecting a shift toward bold self-expression. Circana’s data highlights rising demand, from growth in apparel and makeup to increasing popularity in produce and menu items like ube. As consumers move beyond neutral tones, purple is becoming a powerful symbol of creativity, wellness, and individuality.
2025 REPORT
2025 Eating Patterns in America is now available
Circana’s Eating Patterns in America provides a 360-degree view of food and beverage consumption behavior, both in-home and away ― the foundation for understanding what has transpired and anticipating what’s ahead. Explore the deepest food and beverage consumption data, expert analysis, and trends affecting the retail food, foodservice, and home industries. The latest version of our flagship report is now available.
Perimeter Store and Fresh Foods Insights
The perimeter store is where fresh food innovation happens, and Circana has the most comprehensive lens on this space. Whether it’s the growing demand for pre-packaged fresh meal kits or the surge in organic produce sales, we help you uncover growth opportunities, decode shopper behavior, and stay ahead of evolving consumer expectations. With our combined data insights into the foodservice industry, we can help brands identify opportunities to meet the needs of their consumers based on how price, convenience, health goals, and other factors are driving purchases across both CPG food & beverage and restaurants.
Center Store and Frozen Foods Insights
The center store and frozen aisles are no longer just about staples — they’re hubs of innovation. From the explosion of globally inspired frozen meals to the rise of functional snacks like protein-packed granola bars, consumer buying behavior here is more dynamic than ever. Retailers frequently carry in-store products from popular foodservice brands, allowing those brands to engage with their customers through different categories and touchpoints. By providing a dynamic view of how consumers shift preferences from at-home meal prep to eating out, Circana delivers the insights you need to make confident, data-backed decisions to win today and tomorrow.
Retail Data Analysis Solutions for Food & Beverage Brands
Circana offers a suite of solutions designed specifically for food and beverage brands, giving you a competitive edge in a fast-changing market. Our granular insights into purchase behavior, consumer preferences, and emerging trends empower you to:
Improve On-shelf Availability and Retention
Predict demand, reduce out-of-stocks, optimize supply chains, and improve collaboration between manufacturers & retailers.
Allocate Marketing Spend Effectively
Ensure your campaigns hit the right audience at the right time, and optimize your marketing mix based on proven incremental ROI.
Data-Backed Product Development & Testing
Gain insights into market research, white space opportunities, and consumer behavior trends, and uncover strategies that drive growth.
Identify White Space Opportunities in Food & Beverage
Discover key shifting trends in consumer behavior and preferences, like the rising popularity of premium beverages or plant-based snacks.
With Circana, you get the clarity you need to make confident, growth-driven decisions.
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Complexity into Clarity
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Questions Circana Can Help Food & Beverage Brands Answer
How can food & beverage brands leverage market research to improve retail and marketing strategies?
Market research is the secret weapon for food and beverage brands navigating today’s competitive landscape. By analyzing data on consumer behavior — like the growing preference for low-sugar beverages or the rise of subscription meal kits — brands can make smarter decisions about product launches, marketing strategies, and shelf placement. This data-driven approach reduces guesswork, minimizes risk, and maximizes the potential for success.
How can brands stay competitive in the rapidly changing food and beverage market?
To thrive in a fast-moving market, brands need to stay agile and informed. This means:
Tracking trends: From the rise of zero-proof cocktails to the demand for regenerative agriculture practices, staying ahead of what’s next is key.
Embracing sustainability: Consumers are rewarding brands that prioritize eco-friendly practices, like compostable packaging or water-efficient production.
Leveraging data: Insights into consumer preferences and purchasing patterns can guide innovation and marketing strategies.
By staying connected to consumer values and adapting quickly, brands can build loyalty and secure their place in the future of food and beverage.
What emerging trends are transforming the food and beverage industry in 2026?
The food and beverage industry is evolving rapidly, shaped by trends like:
Health-focused innovation: Think functional beverages with adaptogens or snacks fortified with probiotics.
Sustainability: From upcycled ingredients to carbon-neutral packaging, consumers are demanding eco-conscious choices.
Plant-based revolution: Beyond burgers, plant-based seafood, and dairy alternatives are gaining traction.
Global flavors: The popularity of Korean BBQ, Middle Eastern spices, and other international cuisines is reshaping menus and grocery aisles.
These trends aren’t just buzzwords — they’re reshaping how brands innovate and connect with consumers.
How is consumer behavior changing in the food and beverage market?
Today’s consumers are more informed and intentional than ever. They’re scanning QR codes to trace product origins, choosing brands that align with their values, and prioritizing convenience without compromising health. For example, the demand for ready-to-eat meals with clean labels has skyrocketed, reflecting a shift toward transparency and time-saving solutions.
