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Soccer Ball in Stadium

Of those who plan to watch the global soccer tournament,

66%

State that they plan to view this year's matches at home by themselves or with members of their household.

Quick Insight

As the international tournament kicks off across North American cities in mid-June, CPG brands, retailers, and foodservice operators have a clear opportunity to engage millions of fans across 48 countries.

And it’s not just about viewership, it's about shared experiences. New Circana insights show 24% of consumers plan to watch matches with friends and family outside their household.

For brands, that means more occasions, more connection points, and more moments to win with consumers.

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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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Alecsandra Hancas

Alecsandra Hancas

Industry Analyst, Retail

Alecsandra Hancas has more than 10 years of experience working closely with leading Canadian brands and retailers to build successful marketing, merchandising, and communication strategies. She helps brands deliver their messages and better communicate with their consumers. 


Hancas joined Circana in Canada in 2012 as part of the Fashion practice, joined the Beauty practice at launch, and now manages the Apparel, Footwear, and Prestige Beauty practices in Canada. Her passion for the beauty and fashion industries and interest in data-driven growth led Hancas to Circana. She enjoys identifying emerging trends and opportunities and exploring the current realities and future possibilities in the Canadian retail landscape.

Recent Posts from

Alecsandra Hancas

Is Assortment Affecting Your Market Share?

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Is Assortment Affecting Your Market Share?
Undetected assortment issues can quietly erode market share, siphoning sales to competitors even as a retailer believes it is executing flawlessly against its own plan. Measuring assortment productivity against the market and not just internal targets is essential to catching problems early, before they compound into lasting share loss.

11 Aug 2026

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US Beauty Industry Posts Solid First-Half Growth as Fragrance and Skincare Lead Across Prestige and Mass Retail, Circana Reports

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US Beauty Industry Posts Solid First-Half Growth as Fragrance and Skincare Lead Across Prestige and...
Beauty continues to benefit from consumers' willingness to shop across price tiers, selectively investing in products that deliver the strongest emotional and functional value,

11 Aug 2026

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Beauty Industry Sales in Canada Grow 6% in the First Half of 2026, Circana Reports

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Beauty Industry Sales in Canada Grow 6% in the First Half of 2026, Circana Reports
Hair emerges as the fastest-growing category as consumers prioritize wellness, efficacy, and value-driven beauty purchases

11 Aug 2026

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L’Oréal on Marketing Effectiveness Across 50+ Brands

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L’Oréal on Marketing Effectiveness Across 50+ Brands
Watch the full conversation with Vasileios Kourakis and Cara Pratt and Emma Delserieys from Cannes Lions 2026.

10 Aug 2026

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Circana Reveals 2026 B2B Tech Channel Performance Award Winners at XChange, Showcasing the Industry’s AI Leaders

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Circana Reveals 2026 B2B Tech Channel Performance Award Winners at XChange, Showcasing the...
We are proud to recognize the organizations that continue to set the standard for excellence across the B2B technology channel

10 Aug 2026

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Circana Reveals Regional Toy Market Dynamics Across Europe, The Americas, and Asia-Pacific

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Circana Reveals Regional Toy Market Dynamics Across Europe, The Americas, and Asia-Pacific
While the global toy industry remains united by consumer passion for play, today's market is also defined by local dynamics,

10 Aug 2026

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The Next Era of Omnichannel Growth: Why Precision Matters More Than Presence

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The Next Era of Omnichannel Growth: Why Precision Matters More Than Presence
For years, omnichannel growth was defined by expansion. Brands entered new retailers, built e-commerce capabilities, tested social commerce, and adapted to emerging fulfilment models. The objective was clear: be present wherever shoppers want to buy. However, that era is giving way to a more demanding one. As shopper behavior fragments and fulfilment models evolve, growth will depend less on breadth and more on precision. The brands that outperform will understand how behavior is shifting...

10 Aug 2026

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Eating Patterns in America 2026: See How America Eats, Drinks, and Decides

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Eating Patterns in America 2026: See How America Eats, Drinks, and Decides
Circana’s 41st annual Eating Patterns in America report reveals how shifting consumer eating and drinking behaviors are reshaping food, beverage, retail, and foodservice. Based on $1.8 trillion in spending and 618 billion consumption occasions, it delivers a full view of in-home and away-from-home trends — with actionable insights to sharpen innovation, marketing, and activation strategy.

6 Aug 2026

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Rising Prices and Americans’ Focus on Value Keeps Consumer Technology Revenue Growth on a Moderate Track Through 2028

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Rising Prices and Americans’ Focus on Value Keeps Consumer Technology Revenue Growth on a Moderate...
Notebook PCs’ share of total U.S. tech revenue projected to reach a five-year high in 2026.

6 Aug 2026

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U.S. B2B Technology Revenue Grows 10% in First Half of 2026; Growth Expected to Moderate in the Second Half, Reports Circana

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U.S. B2B Technology Revenue Grows 10% in First Half of 2026; Growth Expected to Moderate in the...
Cloud, software and services, and IT hardware continue to support business technology spending as organizations prioritize modernization, security, and productivity.

5 Aug 2026

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Winning in Omnichannel: A Prioritization Playbook for Small and Emerging CPG Brands

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Winning in Omnichannel: A Prioritization Playbook for Small and Emerging CPG Brands
The next wave of omnichannel growth will belong to brands that connect data, AI, and execution into one operating model.

4 Aug 2026

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CVS on Retail Media Measurement and the Fragmented Funnel

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CVS on Retail Media Measurement and the Fragmented Funnel
Retail media is growing fast, but measurement remains fragmented. In a Cannes Lions 2026 conversation with Circana, CVS Media Exchange's Parbinder Dhariwal explains why the traditional funnel no longer applies, why most purchases still happen in-store, and why independent, cross-retailer measurement is essential to uncovering the true ROI of retail media investments and turning reporting into a business decision engine.

31 Jul 2026

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How Lean Teams Can Compete Like Larger Brands

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How Lean Teams Can Compete Like Larger Brands
Retail data is helping small and medium-sized brands compete more effectively with larger rivals. With near real-time visibility into inventory, sales, and store-level performance, SMBs can proactively manage supply chains, prove value to retailers, identify growth opportunities, and make smarter decisions using retailer-trusted insights.

30 Jul 2026

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Three Ways CPGs Can Get Back to Basics — and Why Fundamentals Matter

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Three Ways CPGs Can Get Back to Basics — and Why Fundamentals Matter
After years of reacting to disruption, CPG brands have an opportunity to shift from defense to growth. The path forward is rooted in three enduring fundamentals: deeply understanding consumers, innovating to meet evolving needs, and executing with precision across pricing, promotion, and distribution. By combining trusted principles with modern data and insights, brands can build resilience, unlock growth, and stay competitive in an increasingly complex marketplace.

30 Jul 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.

29 Jul 2026

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How Often Should You Run Marketing Mix Modeling?

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How Often Should You Run Marketing Mix Modeling?
The once-a-year marketing mix model is a legacy convention, and for most brands operating in volatile categories, it goes stale long before the next study begins. CPGs can match their measurement cadence to what actually drives it — decision frequency, category volatility, and data availability — using a smarter, always-on hybrid approach.

29 Jul 2026

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Big Insights, Small Teams: How AI Drives Momentum in CPG

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Big Insights, Small Teams: How AI Drives Momentum in CPG
For emerging CPG brands, momentum is everything. A retailer meeting moves up. A competitor drops price. A new flavor starts to outperform expectations in one region but stalls in another. A founder needs to know whether last week’s sales spike was a signal, a fluke, or the beginning of something bigger.

27 Jul 2026

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Continental Cravings: Global Snacking Trends Reveal Opportunities for Brands and Retailers

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Continental Cravings: Global Snacking Trends Reveal Opportunities for Brands and Retailers
Snacking is evolving from a between-meals habit into a lifestyle behavior. Across the U.S., Europe, and Australia, consumers are driving growth through demand for functional benefits, GLP-1-friendly options, natural ingredients, and anytime-anywhere convenience. Learn how changing motivations, occasions, and shopping habits are creating new opportunities for brands and retailers worldwide.

27 Jul 2026

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The Biggest Back-to-School Opportunity Isn't Back-to-School

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The Biggest Back-to-School Opportunity Isn't Back-to-School
Why timing beats stockpiling for the apparel market this back-to-school season

23 Jul 2026

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SNAP in Transition

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SNAP in Transition
Where SNAP participation, spend, and shopper behavior are headed — and what it means for your

23 Jul 2026

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