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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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Lisa Maas

Lisa Maas

Principal & Lead, Innovation Practice, Circana Global Solutions

Lisa Maas is the principal and leader of Circana’s Innovation practice within Global Solutions. Lisa brings 29 years of expertise as a research and industry leader at Circana, where she plays a key role in developing growth strategies and delivering measurable business results for a wide range of clients. Her work focuses on helping clients refine their innovation processes by using insights into shopper behavior to identify untapped opportunities, prioritize promising new product ideas, and foster sustainable and impactful innovation. 


She also co-authors Circana’s annual New Product Pacesetters report, which highlights the top 100 food and beverage and top 100 nonfood CPG innovations each year.

Recent Posts from

Lisa Maas

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

21

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

18

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

58

How One Truth Set Becomes a Competitive Advantage
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

669

Circana Puts Third-Party Marketplace Sales on the Map: $200 Billion of Previously Hidden Demand,...
Jungle Scout-powered, item-level data to join Circana POS measurement in Q1 2027

15 Oct 2026

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DEMAND SIGNALS SPOTLIGHT

308

DEMAND SIGNALS SPOTLIGHT
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

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

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

334

The Global Health & Wellness Market: The Next Wave of Growth
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

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Holiday 2026 Will Be Defined by Meaning: Five Consumer Shifts Retailers Can’t Ignore
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

156

AI Access Vs. AI Intelligence: A CTO Guide
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

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Fast Forward: How Speed and Convenience Are Driving Food and Beverage Trends
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

339

New Study from Circana and Best Buy Ads Shows Retail Media's Reach Goes Far Beyond the Click
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

249

El Niño and Retail: Why Weather Volatility Is Becoming a Planning Challenge, Not Just a Forecasting...
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 

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

232

The Produce Path: Challenges and Opportunities at a Time of Disruption
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

248

AI, Measured: The Shift and Strategies that Win
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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The Agentic AI Shift and Strategies That Win

173

The Agentic AI Shift and Strategies That Win
With more than two-thirds consumers now using generative AI to explore and choose products, and AI agents dramatically narrowing the digital shelf, brands and retailers must now earn selection from both people and algorithms. Circana’s experts explore where consumer trust truly stands, what shoppers expect from AI assistants, and the strategic levers that separate category leaders from those left off the shortlist.

30 Sept 2026

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Category Management Under Pressure: How AI Helps Teams Prioritize the Right Opportunities 

181

Category Management Under Pressure: How AI Helps Teams Prioritize the Right Opportunities 
Category management teams get more signals than they can act on. The job is picking the two or three that will move the category before the next buyer meeting. Continuous monitoring across retailer point-of-sale, shopper and competitive data surfaces assortment gaps, white space and price or pack gaps as they appear, so the recommendation is ready before the meeting is.

29 Sept 2026

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A Seasonal “Boo-st”: How Halloween 2026 Is Shaping Up Across Categories

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A Seasonal “Boo-st”: How Halloween 2026 Is Shaping Up Across Categories
Spooky season has arrived. With it comes a cauldron of swirling consumer behaviors and opportunities for brands, retailers, foodservice operators, and others with Halloween-themed offerings. Halloween remains a major holiday for many consumers, with Circana data showing that about one-half of families in the U.S. plan to celebrate the occasion.

28 Sept 2026

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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.

25 Sept 2026

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