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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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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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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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Demand Signals Report: Unlock CPG, Consumer Behavior Insights
Monitoring macroeconomic impacts on volume, price, and other aspects of the U.S. CPG industry.

5 Jun 2026

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Price Optimization: Turning Pricing Analytics into Consistent Decisions

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Price Optimization: Turning Pricing Analytics into Consistent Decisions
Reactive pricing may feel manageable early on, but as SMBs scale across retailers and channels, unmanaged inconsistency often erodes margins, strains trade relationships, and undermines brand positioning. Brands best positioned for profitable growth replace guesswork with a disciplined pricing and trade optimization framework that is grounded in elasticity insights, data-driven guardrails, and analytics.

5 Jun 2026

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4 Themes from Circana’s New Product Pacesetters Report

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4 Themes from Circana’s New Product Pacesetters Report
Circana's recently-released 2025 New Product Pacesetters report spotlights innovations driving the year's top 200 launches, from wellness-meets-indulgence to bold brand collabs. Winning brands are blending sensory appeal, trusted partnerships, and everyday elevated benefits to capture shoppers and reshape what "new" really means in both food and nonfood categories.

4 Jun 2026

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Circana Expands Liquid Testing Solution to Include Media Measurement and Campaign Experimentation

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Circana Expands Liquid Testing Solution to Include Media Measurement and Campaign Experimentation
New AI-powered capabilities allow brands to measure true incremental sales impact and optimize live campaigns without requiring traditional holdout markets

3 Jun 2026

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China Consumer Sentiment Study: Will Rising Fuel Prices Affect Food and Beverage Spending?

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China Consumer Sentiment Study: Will Rising Fuel Prices Affect Food and Beverage Spending?
May Day travel held steady, with spending in line with 2025 levels and stronger momentum in New Tier-1 and Tier-1 cities.

28 May 2026

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Beyond the Buzz: How Brands Should Really Think About Major Event Marketing

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Beyond the Buzz: How Brands Should Really Think About Major Event Marketing
Whether it is the Olympics, global soccer tournaments, tennis grand slams, prestigious golf tournaments, or a championship American football game, major sporting events capture the world’s attention, and with it, a surge in consumer spending. For marketers, these moments can feel like can’t-miss opportunities. But the reality is more nuanced: While the impact on retail and consumer engagement is real, it is often fleeting, uneven and highly contextual.

27 May 2026

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Circana Introduces Social Commerce Solution to Decode Social Sales Performance

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Circana Introduces Social Commerce Solution to Decode Social Sales Performance
We are excited to bring much-needed clarity to the social commerce channel

27 May 2026

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How Brands and Retailers Can Score with Global Soccer Fever

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How Brands and Retailers Can Score with Global Soccer Fever
As enthusiasm grows for global football/soccer matches, brands and retailers can seize the moment to connect with millions of fans tuning in and shopping for team gear, food, and more. From TikTok marketing opportunities to watch party trends, discover the winning strategies to score big during this month-long tournament.

26 May 2026

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Retail Sales Slip in April as Calendar Shifts, Economic Pressures Weigh on Consumer Demand, Reports Circana

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Retail Sales Slip in April as Calendar Shifts, Economic Pressures Weigh on Consumer Demand, Reports...
Current retail results are clouded. April may have been short on growth, but it is important to note that year-to-date retail results reflect minor growth, underscoring the importance of looking past a singular view...

26 May 2026

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Circana Unveils 2025 New Product Pacesetters as Top Innovations Drive $6.2 Billion in Year-One Sales

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Circana Unveils 2025 New Product Pacesetters as Top Innovations Drive $6.2 Billion in Year-One Sales
The biggest risk in CPG today isn’t a failed launch — it’s failing to launch at all. Innovation isn’t just a strategic priority — it’s the growth engine,

21 May 2026

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2025 New Product Pacesetters: Redefining Innovation and Consumer Impact in CPG

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2025 New Product Pacesetters: Redefining Innovation and Consumer Impact in CPG
Amid the fast-paced evolution of 2025, consumers embraced innovative products that balanced health, convenience, and indulgence, redefining expectations and driving growth in the CPG industry.

20 May 2026

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The Second Coming of K-Beauty

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The Second Coming of K-Beauty
In 2015, Korean beauty brands entered the U.S. market with a skincare-first philosophy, marking a clear departure from the social media–driven makeup trends that dominated the beauty industry at the time. The initial K-beauty boom introduced products like BB/CC creams and sheet masks, while also bringing innovative ingredients such as snail mucin and ginseng into the mainstream.

20 May 2026

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Consumers Accelerate Shift Toward DIY Vehicle Maintenance Amid Economic Pressures

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Consumers Accelerate Shift Toward DIY Vehicle Maintenance Amid Economic Pressures
Consumers are enlisting do-it-yourself auto maintenance in an effort to save money amid challenging economic times, rising gas prices, and growing needs being placed on their vehicles. We’re seeing shoppers become more resourceful and hands-on as they look for ways to extend the life of their vehicles and manage expenses.

19 May 2026

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Celebrating Dad: From Grilling Out to Chilling Out

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Celebrating Dad: From Grilling Out to Chilling Out
Father’s Day gifting is evolving, blending enduring favorites with new trends. While grilling, spirits, apparel, and fragrances remain staples, emerging categories like fitness trackers, toy-building sets, and VR are gaining traction. Circana data shows consumers balancing meaningful indulgences with practicality as they celebrate modern dads.

18 May 2026

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Circana Earns Best Proof of Incrementality at The Drum Commerce Media Awards for Advanced Marketing Mix Modeling Approach

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Circana Earns Best Proof of Incrementality at The Drum Commerce Media Awards for Advanced Marketing...
Circana earns “Best Proof of Incrementality” at The Drum Commerce Media Awards for its Marketing Mix Modeling approach, delivering statistically validated insights into true causal lift, cross-channel halo effects, and enterprise-wide marketing impact.

18 May 2026

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Q1 2026: Australia Foodservice Delivered Another Resilient Quarter

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Q1 2026: Australia Foodservice Delivered Another Resilient Quarter
The latest Q1 2026 results are in – and they point to a foodservice market that’s holding firm, even as pressures intensify.

15 May 2026

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Purple is Trending. Circana is Tracking.

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Purple is Trending. Circana is Tracking.
Purple is emerging as a standout trend across fashion, home, beauty, and food, reflecting a shift toward bold self-expression. Circana’s data highlights rising demand, from growth in apparel and makeup to increasing popularity in produce and menu items like ube. As consumers move beyond neutral tones, purple is becoming a powerful symbol of creativity, wellness, and individuality.

13 May 2026

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What Incrementality Attribution Reveals That Attribution Alone Cannot

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What Incrementality Attribution Reveals That Attribution Alone Cannot
It’s the million-dollar question, sometimes literally: Did the marketing campaign actually drive sales and return on investment?

13 May 2026

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Circana Launches Purchase to Consumption Solution to Connect Shopper Buying Habits with Eating Occasions

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Circana Launches Purchase to Consumption Solution to Connect Shopper Buying Habits with Eating...
New solution reveals $3.78 spent per person on average for at-home dinners; top retailers have $100 million opportunity with Purchase to Consumption insights

12 May 2026

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Top 10 Movies

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

11 May 2026

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