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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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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.

 

Are you team “too early” or “right on time”?

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Solutions

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Uncover the right solution for your business in a few clicks.

Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.

SOLUTIONS

Answer the most pressing business questions.

Designed for small CPG businesses. 

Curated reports and guided analysis.

Data and analytics for a single source of truth. 

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LIQUID DATA™ ESSENTIALS

When Your Data Speaks Retail

See performance the way retailers do without the need for a large team or budget. Built for small and mid-sized suppliers working with major retailers.

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…

See performance the way retailers do without the need for a large team or budget…

Not sure where to start?

Uncover the right solution for your business in a few clicks.

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Chris DuBois

Chris DuBois

Executive Vice President, Perimeter Practice Leader

Chris DuBois is a widely respected sales and marketing leader who delivers breakthrough growth for clients and builds-high performance teams. A frequent presenter on industry-changing trends, his expertise is sought by executive leaders of retailers as well as food and packaged goods companies. He also partners with CPG industry trade associations and serves on several councils and boards.


For Circana, DuBois leads a portfolio of larger fresh-food clients and heads the company’s engagement with the Food Marketing Institute and other industry associations. He speaks regularly at industry events such as FMI Connect, FMI Midwinter, the NAMI/FMI Annual Meat Conference, IPPE, the National Chicken Marketing Summit, the Urner-Barry Global Protein Summit, and the Global Seafood Marketing Conference. DuBois is a frequently quoted expert in CPG industry and national media such as CNN, The Wall Street Journal, Forbes, Progressive Grocer, National Provisioner, and Supermarket News.



Recent Posts from

Chris DuBois

Demand Signals Report: Unlock CPG, Consumer Behavior Insights

18176

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

30

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

71

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

201

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

212

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.

264

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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‘Deceptive calm’ in Europe’s €361 billion foodservice market masks major generational shifts, Circana reveals

303

Spend continues to grow, visits have moved marginally and consumers are still eating out. However, that apparent stability is deceptive as behaviours across generations evolve.

21 Sept 2026

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How Advertisers Should Prepare for Holiday 2026: Five Trends and a Media Playbook

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Holiday 2026 will be shaped by earlier shopping, social commerce, creator influence, and AI-assisted discovery. Nearly half of consumers browsed before Thanksgiving in 2025, while shoppers increasingly discover and buy products through social platforms and creator content. Advertisers should start media earlier, invest in discovery channels, prepare product data for AI shopping assistants, and measure business outcomes across retail media, ecommerce, in-store, and creator ecosystems.

17 Sept 2026

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Spot Risks and Opportunities the Moments They Emerge in the New AI Path to Purchase

251

Insights and analytics leaders face a growing need to deliver faster, sharper decisions, and the traditional reporting cycle can no longer keep pace. Circana's Liquid AI digital intelligence platform gives these leaders a decisive edge: reducing chokepoints, swiftly surfacing what matters, and freeing their teams to focus on the high-impact work that moves the business forward.

16 Sept 2026

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Circana Enhances Unify+ with AI-Powered Analysis Builder for Faster, More Intuitive Reporting 

606

Redesigned authoring experience in the Unify+ solution generates presentation-ready charts and written insight summaries, with export to PowerPoint, Excel and PDF

15 Sept 2026

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Top 10 Movies

2970

Circana's official monthly and year-to-date rankings of the top 10 best-selling DVDs and Blu-ray discs. Updated regularly — see which titles are leading physical media sales in 2026.

14 Sept 2026

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Responsible AI in 2026: Key Considerations for Emerging Brands

5

CPG brands are leaning into AI in a hard way. AI can help brands learn how to read demand, set prices, and decide where to compete for shelf space, among other things. But speed without responsibility creates risk, and for small and emerging brands, that risk can be costly. As consumer behavior fragments with habits shifting by channel, season, and region, and with growing expectations around convenience, scaling brands operate in an environment focused on immediacy and value. At the same...

14 Sept 2026

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As Spending Tightens, Consumers Choose What They Need and What They Love, Reports Circana

712

August retail sales rose 0.8%, but unit demand fell 1.7% as increasingly selective shoppers focused spending on purchases they deem truly worth it.

14 Sept 2026

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Flavor Tourists: How Consumers Worldwide Are Broadening Their Snack Palates

328

Consumers across global markets are evolving into epicurean snackers, gravitating toward adventurous cultural flavors and layered profiles that balance heat with sweet, smoky, and tangy notes. This appetite for experimentation is fueling notable category expansion and premiumization.

9 Sept 2026

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Circana Advances AI-Powered Marketing Measurement: Introducing Liquid Mix with Google Meridian

1000

Marketers want transparent, flexible measurement without sacrificing the depth of data and expertise required for rigor, or the ease and speed needed to make better business decisions

8 Sept 2026

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Circana and DoorDash Partner to Validate Incremental Sales for CPG Brands

526

As a best in class for independent third-party validation, Circana grounds every result in real purchase behavior. This partnership gives marketers a clear, objective view of the incremental sales and new buyer growth their DoorDash investments create.

2 Sept 2026

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Top 10 Video Games

81437

Hardware spending fell 29% when compared to a year ago as all console platforms suffered year-on-year unit declines.

1 Sept 2026

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Going Solo: How More Consumers Are Dining Alone

413

Circana’s latest Eating Patterns in America report highlights a growing trend toward solo dining. Half of all at-home main meals are now eaten alone, with solo breakfasts, lunches, and snacks also increasing. Solo dining is rising in restaurants as well, especially at breakfast and full-service establishments. Circana attributes the shift to workplace mobility, convenience, smaller households, and affluent older consumers.

31 Aug 2026

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How to Leverage Retailer Collaboration Programs to Drive Joint Business Plans

4

The term “collaborate” is often used in discussions between suppliers and retailers. Taken to the next level, formalized retailer collaboration initiatives can lead to win-win-win opportunities for brands, sellers, and consumers.

31 Aug 2026

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US Consumers are Spending on Youth Team Sports Equipment Amid Rising Costs, According to Circana

313

Top growing categories include baseball and softball, lacrosse, and football

31 Aug 2026

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