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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.

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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. 🌎

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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.

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Data and analytics for a single source of truth. 

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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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Frédérique Tutt

Frédérique Tutt

Vice President, Industry Analyst, Toys

Frédérique Tutt is Circana’s global toys industry analyst. Her expertise is based on more than 20 years spent in the toys sector working with major industry players for whom the company provides strategic insights and fact-based recommendations that drive business growth. After running Circana’s U.K. Toys team for nearly a decade, she is now responsible for strategic analyses and global research for industry leaders as well as managing relationships with the media in the U.K. and France.


Tutt joined Circana in 1995 from A.C. Nielsen, to help kick-start the launch of the EuroToys® service in France.

Recent Posts from

Frédérique Tutt

Circana Announces Top 50 U.S. Restaurants for 2026

209

Circana’s 2026 Definitive U.S. Restaurant Ranking Report highlights the top 50 brands shaping the industry, with U.S. restaurant spending up 3% in 2025. McDonald’s, Starbucks, and Chick-fil-A lead the market, while Chili’s climbs the rankings and Shake Shack joins the list for the first time.

26 Mar 2026

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U.S.: Private Labels: Meeting Consumers Where They Are

124

Discover how private label is shifting from price-driven to value-driven—and what it means for growth.

25 Mar 2026

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Private Label: Category Transformation or Competitive Disruption?

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A global view on how private label is reshaping retail—and what it means for brands and retailers.

25 Mar 2026

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2026 Definitive U.S. Restaurant Ranking

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Uncover which restaurant chains rank among the top in consumer spend and locations

25 Mar 2026

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Channel Migration Trends: Where Are Your Consumers Shopping Now?

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As consumers continue to migrate in different ways across physical and digital channels, brands can leverage information on these behaviors to uncover hidden growth opportunities, refine strategies, and build lasting loyalty.

23 Mar 2026

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GLP-1 Medications are Reshaping the US Apparel Industry, According to Circana

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With GLP-1 adoption accelerating, size is changing, but so is identity. GLP-1 usage extends beyond the physical implications; it’s a catalyst for redefining personal style. As consumers rebuild their wardrobes, they’re reassessing what fits, what flatters, and what feels aligned with their lifestyle. Brands that plan for both the physical and emotional elements will lead. This isn’t a trend — it’s a structural change for the apparel industry.

23 Mar 2026

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Future of TV

143

TV is no longer just a reach vehicle—it’s becoming one of the most powerful and measurable commerce channels available to marketers. This report unpacks how linear, streaming, and CTV now work together to drive incremental sales, the audience shifts redefining planning, and how shoppable and immersive formats are changing what TV can do. Powered by Circana’s purchase and behavioral insights, it offers practical imperatives for connecting TV exposure to real business outcomes.

19 Mar 2026

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Beauty Book 2026

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The Global State of Beauty and Outlook from Circana reveals the trends shaping the future of the beauty industry. This year’s Beauty Book brings together the most complete global view of prestige and mass beauty, offering expert perspectives on the biggest shifts of 2025 and what they mean for 2026 and beyond.

19 Mar 2026

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Growth Leaders Spotlight: How Premier Protein and Chomps Won in 2025

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Two high-growth brands share how they expanded distribution, captured consumer demand, and accelerated category growth.

16 Mar 2026

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2025 CPG Growth Leaders: How Small Brands Are Winning

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Learn how Milo’s Tea Company achieved multi-year growth in a highly competitive CPG market.

16 Mar 2026

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2025 CPG Growth Leaders: Strategies from Top Manufacturers

201

Hear how leading brands like Freshpet and Georgia-Pacific drove growth in one of the most competitive CPG markets in years.

16 Mar 2026

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February Spending Rebounds as Consumer Resilience Drives Market Stability, Reports Circana

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Despite headwinds from winter storms and ongoing global uncertainties, U.S. consumers continue to demonstrate their resilience—particularly within categories driven by desire rather than necessity. There is a growing divide between industries where consumers feel value aligns with pricing and those where elevated costs are dampening demand.

16 Mar 2026

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How to Utilize Supply Chain Data to Optimize Key Supply Chain Decisions

212

Circana’s supply chain solutions allow suppliers to set thresholds and alerts so they can focus on the exceptions that matter rather than drowning in data. Furthermore, our consultative approach helps brands interpret what the data is saying about the future, bridging the gap between front-end sales data and back-end supply chain operations.

13 Mar 2026

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SKU Rationalization for Growing Brands: Protecting Margins Without Compromising Growth

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What does an optimal shelf look like for a growing brand? While capturing a spot in physical and digital stores is an important milestone for small and mid-market businesses, managing the right type and number of products on the shelf becomes even more crucial as they scale.

12 Mar 2026

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Why Standard KPIs Fall Short for SMBs and How to Measure What Actually Drives Growth

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Traditional KPIs often miss the potential of growing brands, while metrics like sales momentum, consumer reach, and repeat purchase rates highlight their true market impact and scalability.

12 Mar 2026

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Circana Reports Global Foodservice Traffic Grew in 2025 Despite Economic Headwinds

279

For operators seeking diversified growth, international markets provide an attractive opportunity. However, careful planning is essential before global expansion. Even geographically close countries like Canada require localized strategies to succeed amid cultural differences. Circana has the local knowledge in international markets to help global clients succeed.

12 Mar 2026

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Data‑First Pricing: Diagnose, Measure, and Optimize Profit for Growing CPG Brands

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There’s always a moment when a brand realizes its price can’t stay where it is. Costs shift, margins tighten, or category dynamics change. Inflation may have raised input costs, or perhaps your penetration pricing strategy has run its course, requiring a more sustainable approach. Whatever the trigger, pricing decisions carry risk and real impact.

11 Mar 2026

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Spring Ahead and Optimize Upcoming Holidays

222

Shoots of green are popping up in many areas, and it’s not just due to the winter thaw.  The arrival of spring heralds new growth opportunities for brands and retailers that can tap into the cross-category appeal of upcoming holidays.

11 Mar 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.

10 Mar 2026

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China Consumer Sentiment Study: Did Foodservice Cool After the Spring Festival?

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Consumers are shifting their spending priorities after the Spring Festival.

10 Mar 2026

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