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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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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

Consumer Wellness Trends: Insights from Circana's Wellbeing Report

19

Wellness now accounts for $1.16 trillion in U.S. consumer spending and continues to expand, but there is a notable gap between value and satisfaction. Circana's latest research pinpoints where that disconnect originates and shows how manufacturers and retailers can turn existing consumer commitment into lasting loyalty and measurable growth.

22 Oct 2026

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GLP-1 Unlocked

23

The GLP-1 landscape is evolving rapidly. Greater availability, expanding access, lower-cost alternatives, and new formats are bringing a broader range of consumers into the market.

22 Oct 2026

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China Consumer Sentiment Study Holidays Boost Consumption: What’s the Opportunity for Foodservice?

58

Online reviews guide restaurant choices, but social media influence is growing.

21 Oct 2026

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China Consumer Sentiment Study Where Is Foodservice Headed?

31

Seasonal consumer demand has provided some support. But overall, consumers remain prudent about spending.

21 Oct 2026

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Insight-led Selling: How AI Helps CPG Sales Reps Win Retailer Meetings

186

Insight-led selling connects AI to verified retail data, account context, and meeting preparation, so every rep walks into a retailer conversation with a data-backed recommendation. Circana’s Liquid AI™ grounds each insight in measurement verified by point-of-sale (POS) data and delivers retailer-ready charts and narratives.

16 Oct 2026

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Same Field, Different Strategies: How AI Changes the Playbook for Brands and Retailers

118

Consumer use of generative AI jumped from 55% to 67% in under a year, and Circana projects AI agents will soon shape 75% of all purchases. In this new marketplace, algorithms, not shoppers, increasingly decide which products make the cut and brands and retailers make key moves to win.

16 Oct 2026

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How One Truth Set Becomes a Competitive Advantage

83

When shoppers shift allegiances overnight and margins leave no room for error, a rising sales line can mask a brand that is actually losing ground, while decisions built on partial evidence turn momentum into missed opportunity. Unifying every signal, from the register to the household, exposes the forces behind performance, clarifies the most profitable next move, and gives AI the reliable footing it needs to produce answers leaders can trust.

15 Oct 2026

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Circana Puts Third-Party Marketplace Sales on the Map: $200 Billion of Previously Hidden Demand, Now Measured Weekly

1458

Jungle Scout-powered, item-level data to join Circana POS measurement in Q1 2027

15 Oct 2026

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DEMAND SIGNALS SPOTLIGHT

406

Monthly CPG Category Headlines, Key Numbers & Trends in EMEA

14 Oct 2026

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Circana Finds Ease and Personalization Driving the Next Wave of Global Wellness

243

Consumers have made wellness a priority, and they are spending accordingly

13 Oct 2026

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

1177

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

505

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

496

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

178

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

330

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

404

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

277

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

384

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

265

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

286

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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