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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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Pokémon was the

#1

toy property in 2025 for 9 of the 12 countries we track.

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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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Lauren Cropsey

Lauren Cropsey

Principal, Industry Advisor, U.S. CPG

Lauren Cropsey is an industry advisor specializing in CPG and food & beverage at Circana. She delivers deep expertise on consumer and industry trends to inform business transformation.


In her prior role in Circana's Growth Consulting practice, Cropsey spearheaded data-driven, actionable strategies for Fortune 500 CPG and retail clients, leveraging Circana’s full suite of data and solutions. From revenue growth management to M&A to innovation strategy, her expertise helped companies navigate complex market dynamics to drive lasting growth in the industry.


Cropsey holds a BBA from the Wisconsin School of Business at the University of Wisconsin – Madison.

Recent Posts from

Lauren Cropsey

Demand Signals Report: Unlock CPG, Consumer Behavior Insights

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10 Mar 2026

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Demand Signals Report: Unlock CPG, Consumer Behavior Insights
Monitoring the impact of macroeconomic factors, including tariffs, on volume, price, and supply in U.S. CPG.
China Consumer Sentiment Study: Did Foodservice Cool After the Spring Festival?

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10 Mar 2026

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China Consumer Sentiment Study: Did Foodservice Cool After the Spring Festival?
Consumers are shifting their spending priorities after the Spring Festival.
Q4 2025: Australian foodservice traffic continues to recover:

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10 Mar 2026

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Q4 2025: Australian foodservice traffic continues to recover:
The latest Q4 2025 results are in – and they reveal insights into how Australians are dining, spending, and choosing where to go.
Stabilization and Renewed Growth Forecast for Home Products Industry Beginning in Late 2026, Reports Circana

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10 Mar 2026

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Stabilization and Renewed Growth Forecast for Home Products Industry Beginning in Late 2026,...
Despite the economic pressures felt by U.S. consumers this past year, annual spending on home durables remained generally stable in 2025 – despite a challenging back half – on the heels of steady year-over-year growth. Broader economic indicators may continue to create headwinds through much of 2026, but they also present category-specific opportunities, particularly as consumers continue to eat, entertain, and clean at home.
Circana and Sally Beauty Holdings Announce Strategic Partnership to Optimize Supply Chain Operations

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10 Mar 2026

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Circana and Sally Beauty Holdings Announce Strategic Partnership to Optimize Supply Chain Operations
We are excited to partner with Sally Beauty Holdings to bring this collaborative supply chain solution to life. This agreement represents a significant step forward in leveraging data to create mutual value. By empowering suppliers with the right insights, we are helping to ensure that Sally Beauty Holdings continues to deliver exceptional service and availability to its customers.
5 Loyalty-Building Tactics that Set Scaling Brands Apart

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9 Mar 2026

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5 Loyalty-Building Tactics that Set Scaling Brands Apart
When growing brands pair their natural authenticity with insight‑driven decisions, they unlock the kind of loyalty that turns casual buyers into repeat customers.
Circana Announces Its 13th Annual Home Industry Performance Awards Ahead of 2026 Inspired Home Show

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9 Mar 2026

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Circana Announces Its 13th Annual Home Industry Performance Awards Ahead of 2026 Inspired Home Show
These awards highlight leaders in the home industry who are finding ways to stand out to North American consumers. By combining innovative products with strategic marketing, these brands are meeting essential needs and seizing growth opportunities within a fiercely competitive market. Congratulations to this year’s winners for successfully capturing consumer interest and driving the industry forward.
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. By combining rich driver coverage, comprehensive POS data, and an intuitive user experience, we are providing our clients with a powerful tool to understand what is truly shaping results in the marketplace. This next generation of analytics delivers the confidence and speed needed to thrive.
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.
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