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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.

See how Circana can help your business grow.

Perspectives from our thought leaders.

A curriculum to address your needs.

Solving challenges that matter to you.

Thought leaders giving growth insights.

Consumer insights and buying trends.

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

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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 Go®

Grow Faster.

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Liquid Data Go® helps growing CPG brands show their value with insights into performance, consumer behavior, e‑commerce trends, and pricing across key retailers.

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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…

Circana’s Liquid Data Collaborate™ solution helps you bring all your data togeth…

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

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David Portalatin

David Portalatin

Senior Vice President and Industry Advisor Food and Foodservice

David Portalatin is a trusted industry advisor who works closely with leading food manufacturers and retailers as well as foodservice distributors, manufacturers, and operators. He shares data and deep expertise on how U.S. consumers eat and drink, their attitudes and motivations, their personal characteristics, and their use of restaurants and other foodservice outlets. Portalatin is also the author of Circana’s Annual Report on Eating Patterns in America, a compilation of food and foodservice research.


Previously, Portalatin was Circana’s analyst in the convenience retailing, automotive aftermarket, and motor fuels industries. Before joining the company in 1999, he held various positions in foodservice wholesale distribution and convenience retailing.


Portalatin is a frequent speaker at food and foodservice industry events, corporate conferences, and executive meetings. A recognized industry thought leader, his comments have appeared in The New York Times, The Wall Street Journal, The Washington Post, and many other national media outlets.

Recent Posts from

David Portalatin

China Consumer Sentiment Study Qingming and Spring Break Lift Foodservice Outlook 

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In a low-spending environment, promotions still move the needle in China.

17 Apr 2026

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Share of Sip: Mapping the Beverage Evolution 

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Beverages are no longer simply drinks. Today, they are meals, medicine, and meaningful moments. From functional hydration and modern sodas to global flavor exploration, the beverage landscape is transforming at lightning speed. Driven by shifting generation preferences, social commerce, and the thirst for experiences, consumers expect more from their cups than ever before. In this webinar, pour into insights from a panel of Circana beverage experts and get in-depth look at forces redefining...

16 Apr 2026

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The Whole Picture: Consumers Prioritize Mental and Emotional Wellness as Part of Self-Care

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Consumers are moving away from reactive health purchases and leaning into proactive wellness investments. Physical and mental well-being now go hand in hand. According to recent insights, 67% of Americans currently practice mental and emotional self-care. Stress reduction is a major driver of this change, with 60% of U.S. consumers actively trying to manage stress using a variety of products, from supplements to indulgent treats.

16 Apr 2026

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Affordable Ways to Find Underserved Consumer Markets

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While growth pockets exist everywhere, emerging brands succeed when they can recognize which opportunities deserve their limited time and resources. Small and medium-sized businesses (SMBs) can achieve this by using accessible data to target consumer segments with a high or unique propensity to purchase their products.

16 Apr 2026

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U.S. Consumer Healthcare Market Reaches $107 Billion as Americans Double Down on Proactive Wellness

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As consumers holistically and proactively navigate their physical and mental health, wellness has moved far beyond reactionary purchasing and treating symptoms

16 Apr 2026

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How Selective Consumption is Shifting the Snackscape

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It’s been a while since consumers have followed a three-square-meals-a-day eating habit. Although snacking has continually increased in frequency and type over the last several years, Circana research shows that the “snackscape” is evolving, with notable implications for brands and retailers.

15 Apr 2026

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Sustainability-Marketed Products Capture Over 25% of U.S. CPG Market, Driving Growth Amid Uncertainty

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The 2025 Sustainable Market Share Index shows that CPG products marketed with sustainable attributes increased market share by 1.6 percentage points since last year

15 Apr 2026

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Consumers Double Down on Proactive Wellness

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Consumer healthcare in the United States continues to outperform broader retail as Americans increasingly prioritize proactive, holistic approaches to health and wellness.

15 Apr 2026

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Top 10 Movies

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Here are the monthly and YTD top 10 selling DVDs and Blu-ray Discs.

14 Apr 2026

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A World of Difference: What Sustainability-Driven Shifts Mean for Brands and Retailers

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Earth Month may serve as a reminder of the significance of sustainability, but new insights show that sustainability is a continuous focus for many people and businesses.

14 Apr 2026

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Precision Strategies for Growing Brands: Using Data to Pinpoint Perfect Store Locations for Product Launches

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Getting a product on a store shelf is a major milestone for any scaling brand, but determining the exact shelves that set the stage for success is crucial.

14 Apr 2026

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Top 10 Books

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Adult genre fiction is dominating the bestsellers in 2026 so far, with particular strength across science fiction, thrillers, and romance. Page-to-screen adaptations and licensed IP are also proving to be reliable drivers of top-ten performance.

14 Apr 2026

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Top 10 Video Games

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February video game content spending was flat when compared to February 2025, at $4.0B. Non-mobile subscription content spending increased by 27% compared to a year ago, offsetting the declines experienced across other content segments.

14 Apr 2026

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To Mom, With Love:  Trendspotting Mother’s Day 2026

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Mothers may know best, as the saying goes, but Circana knows a few things about how people celebrate the mothers and mother figures in their lives. Although total retail spending wasn’t especially strong for Mother’s Day last year — and macroeconomic uncertainties continue in today’s marketplace — Circana’s insights show that retailers and brands can tap into strong and emerging categories to optimize sales ahead of the occasion, which falls on May 10, 2026.

13 Apr 2026

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Plant-based food and drink hits €16.3bn in Europe, but still just 2.4% of FMCG sales, new Circana analysis reveals

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We are seeing a clear shift away from niche, imitation-led innovation towards more natural, functional and accessible products. The winners will be those who can close the gap between taste, nutrition and price, and integrate plant-based seamlessly into everyday consumption occasions.

10 Apr 2026

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Circana Announces 2025 U.S. CPG Growth Leaders

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Winning today means putting the consumer first and staying authentic. Brands that build real trust and offer clear value are connecting deeply with shoppers and building lasting loyalty in a highly competitive space.

9 Apr 2026

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The Feeling’s Mutual: How Pet Wellness Benefits Both Pets and Their Humans

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74% of people who have a dog or cat said that it contributes to their overall mental health.

8 Apr 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.

8 Apr 2026

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Sustainability in U.S. CPG: Inside the Consumer Mindset

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One out of every $4 in U.S. CPG is spent on sustainably‑marketed products, highlighting sustainability as a key driver of both consumer choice and overall market growth.

8 Apr 2026

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Unlock the Secrets of Top-Performing Brands: Circana's 2025 U.S. CPG Growth Leaders Report

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Find out exactly how the fastest-growing consumer packaged goods companies are winning market share and driving sales in 2025.

8 Apr 2026

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