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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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Cold weather = cozy habits unlocked. ❄️

Quick Insight

☕Americans drink 40% more hot chocolate during the winter months (December–February) than any other time of year. What’s your go-to cozy beverage?

Which cozy drink do you prefer?

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

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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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Liquid Data Go

Liquid Data Go® helps small to midsize CPG brands grow faster and dream bigger.

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Jaime Negrete

Jaime Negrete

Industry Analyst, Technology

Jaime Negrete leads the Technology practice for Circana in Mexico. He brings more than 10 years of experience in the market research industry for the CE, IT, home, and video games industries.


Negrete leads a team responsible for providing relevant, actionable insight to identify growth opportunities for leading technology companies. In addition to his tenure at Circana, he has 10 years of experience working for Nielsen and Bacardi.

Recent Posts from

Jaime Negrete

Circana Launches Complete Why Solution with AI-Enabled Insights to Decode CPG Sales Performance

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4 Mar 2026

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Circana Launches Complete Why Solution with AI-Enabled Insights to Decode CPG Sales Performance
Our Complete Why solution fundamentally changes how companies evaluate performance and empowers them to make smarter, more agile decisions.
B2B Technology Market Forecast to Grow 3% in 2026 Following Positive Close to 2025, Reports Circana

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3 Mar 2026

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B2B Technology Market Forecast to Grow 3% in 2026 Following Positive Close to 2025, Reports Circana
We’re entering 2026 with better macro stability and incentives that support technology investment. Higher average selling prices and more premium product mix will bolster revenue growth from enterprise, mid-size, and small business segments as we move into the next phase of the PC refresh cycle.
10 Consumer Marketing Trends SMBs Can Leverage to Drive Growth in 2026

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27 Feb 2026

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10 Consumer Marketing Trends SMBs Can Leverage to Drive Growth in 2026
How Small Brands Can Thrive in a Year Defined by Polarization, Value Redefinition, and AI‑Driven Discovery.
How Do You Make Your Brand and Products Stand Out in Saturated Markets?

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27 Feb 2026

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How Do You Make Your Brand and Products Stand Out in Saturated Markets?
Market saturation is complex and rarely defined by a single metric. While a category might appear full based on the number of SKUs, consumer demand may still outpace supply in specific segments.
How Consumer Behavior is Measured and Analyzed

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26 Feb 2026

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How Consumer Behavior is Measured and Analyzed
When shoppers reach the point of sale, whether they choose your brand often depends on how deeply your strategy is rooted in consumer behavior. 
Wired Headphones Growth Is a Throwback to 2016

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25 Feb 2026

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Wired Headphones Growth Is a Throwback to 2016
After 5 years of sales declines, which culminated in a $42M drop in 2024, wired headphones rebounded in 2025, growing 3% (about $15M). The trend really gained momentum in the second half of 2025, with sales surging 10% between July and December.
From Trial to Repeat: How Consumer Insights Help Growing Brands Build Loyalty

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25 Feb 2026

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From Trial to Repeat: How Consumer Insights Help Growing Brands Build Loyalty
Loyalty is becoming harder to earn and easier to lose and understanding what drives shoppers from first purchase to repeat is essential for brands looking to build long term, sustainable growth.
How Growing CPG Brands Can Use Basket Insights to Strengthen Retailer Partnerships and Drive Category Growth

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25 Feb 2026

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How Growing CPG Brands Can Use Basket Insights to Strengthen Retailer Partnerships and Drive...
Why Should Growing CPG Brands Invest in Basket Analysis? For growing brands with often limited shelf space, promo budgets, and distribution , understanding the full basket is essential to demonstrating how your product strengthens the entire shopping trip.  By uncovering what shoppers buy alongside your product, how much value your presence adds to the cart, and which missions you naturally fit into, you can show whether: Your brand grows total trip value Your buyers build higher‑value carts...
Quantifying the SMB Cost of Out-of-Stocks

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24 Feb 2026

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Quantifying the SMB Cost of Out-of-Stocks
Small and medium-sized businesses (SMBs) are important engines of innovation. They move fast, operate with agility, and bring bold ideas to market every day. When products go out of stock, whether on physical shelves or online, it interrupts that momentum. 
The CPG Innovation Playbook: From Concept to Launch Success

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24 Feb 2026

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The CPG Innovation Playbook: From Concept to Launch Success
Small and midsized brands punch above their weight in new product success, fueled by speed, fewer constraints, and a sharp read on emerging consumer needs.
Basics of CPG Concept Testing: Refining and Validating Ideas Without a Research Team

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24 Feb 2026

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Basics of CPG Concept Testing: Refining and Validating Ideas Without a Research Team
Testing your idea with real buyers early on ensures you’re creating something people actually want, making every decision more informed and every launch more likely to succeed.
Basket Analysis 101 for CPG: What It Is, How It Works, and Why It Matters

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24 Feb 2026

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Basket Analysis 101 for CPG: What It Is, How It Works, and Why It Matters
Shopper baskets contain a wealth of hidden signals about natural pairings, trip value, and cross‑sell potential. Understanding what shoppers buy together can help brands refine merchandising, strengthen retailer conversations, and unlock new growth opportunities.
An SMB Playbook for Leakage Analysis and Recovery in 90 Days

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24 Feb 2026

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An SMB Playbook for Leakage Analysis and Recovery in 90 Days
Small teams. Tight budgets. Big competition. Here’s how emerging and mid‑market CPG brands can use leakage analysis to reclaim buyers, grow share of wallet, and win shelf space.
Eight Performance Insights Retailers Demand From CPG Brands of All Sizes

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24 Feb 2026

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Eight Performance Insights Retailers Demand From CPG Brands of All Sizes
Retailers want a clear view of where a brand is winning, where it’s falling behind, and how it plans to grow – and the right data makes those answers straightforward.
How SMBs Can Outpace Big Brands With Local Performance and Shopper Insights

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24 Feb 2026

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How SMBs Can Outpace Big Brands With Local Performance and Shopper Insights
In today’s crowded aisles, small and midsized (SMB) CPG brands are fighting a familiar uphill battle: fewer resources, limited shelf space, and competitors with national footprints and budgets. Despite this imbalance, SMBs continue to break through and win share, often by responding faster and more precisely to what’s happening locally.
Top 10 Movies

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24 Feb 2026

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Top 10 Movies
Here are the monthly and YTD top 10 selling DVDs and Blu-ray Discs.
Top 10 Video Games

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23 Feb 2026

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Top 10 Video Games
PlayStation 5 led the hardware market in both unit and dollar sales, while Call of Duty: Black Ops 7 repeated as the best-selling game of the month.
Fizzy, Fun, and Fancy: How Experiences are Shaping Beverage Trends

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20 Feb 2026

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Fizzy, Fun, and Fancy: How Experiences are Shaping Beverage Trends
Circana’s “Share of Sip: Mapping the Beverage Evolution” report highlights several trends in today’s broad beverage market, from at-home rituals to the ongoing thirst for functional offerings.
Circana’s Guide to Brand Growth Drivers and Research

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20 Feb 2026

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Circana’s Guide to Brand Growth Drivers and Research
It’s a question that every product developer, marketer, and seller asks: What propels a brand forward? In today’s complex operating environment — marked by ever-evolving consumer behaviors and fast-changing market dynamics — the answer lies in identifying and leveraging the right growth levers.
How to Prevent Market Cannibalization with Accurate Market Data

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20 Feb 2026

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How to Prevent Market Cannibalization with Accurate Market Data
It’s one thing when you’re vying with another brand for retail shelf space and consumer attention. It’s another when you’re going up against a product in your own portfolio. 
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