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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

Going Solo: How More Consumers Are Dining Alone

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Going Solo: How More Consumers Are Dining Alone
Circana’s latest Eating Patterns in America report highlights a growing trend toward solo dining. Half of all at-home main meals are now eaten alone, with solo breakfasts, lunches, and snacks also increasing. Solo dining is rising in restaurants as well, especially at breakfast and full-service establishments. Circana attributes the shift to workplace mobility, convenience, smaller households, and affluent older consumers, creating opportunities for retailers and restaurants to offer flexible po

31 Aug 2026

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How to Leverage Retailer Collaboration Programs to Drive Joint Business Plans

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How to Leverage Retailer Collaboration Programs to Drive Joint Business Plans
The term “collaborate” is often used in discussions between suppliers and retailers. Taken to the next level, formalized retailer collaboration initiatives can lead to win-win-win opportunities for brands, sellers, and consumers.

31 Aug 2026

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US Consumers are Spending on Youth Team Sports Equipment Amid Rising Costs, According to Circana

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US Consumers are Spending on Youth Team Sports Equipment Amid Rising Costs, According to Circana
Top growing categories include baseball and softball, lacrosse, and football

31 Aug 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.

27 Aug 2026

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Using Survey Data to Navigate Shifting Consumer Preferences During Economic Uncertainty

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Using Survey Data to Navigate Shifting Consumer Preferences During Economic Uncertainty
As macroeconomic headwinds stubbornly stick around, consumers continue to move between channels, products, and brands. Whether switching to private label products, holding out for promotions, or splitting visits across more stores, today’s shoppers are tougher to track.

27 Aug 2026

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How One Data View Optimizes a Retailer’s Operational Effectiveness and Overall Performance

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How One Data View Optimizes a Retailer’s Operational Effectiveness and Overall Performance
Even with a vast amount of information, many, if not most, retailers can’t explain why their market share moves and that is a costly blind spot. A single, unified view of performance separates a retailer's own execution from external market forces, replacing competing departmental narratives with one authoritative answer.

27 Aug 2026

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The Biggest Back-to-College Opportunity Isn’t in the Dorm Room

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The Biggest Back-to-College Opportunity Isn’t in the Dorm Room
For years, retailers have focused their back-to-college strategies on incoming freshmen and dorm move-in season. But the real growth opportunity may lie with upperclassmen transitioning to apartments and off-campus housing. From graduation celebrations to fully furnishing living spaces, college spending evolves dramatically throughout the student journey, creating opportunities for retailers and manufacturers to capture demand far beyond the freshman year.

26 Aug 2026

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Demand Under Pressure: What Today's Consumer Signals Mean for Smaller CPG Brands

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Demand Under Pressure: What Today's Consumer Signals Mean for Smaller CPG Brands
For a time, the challenging operating environment for brands, retailers, and others across the supply chain was described as the “new normal.” Today, after years of volatility in various forms, those who create and market products to consumers recognize that “normal” has become, frankly, abnormal.

24 Aug 2026

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Life Imitates Brands: How Dupe Demand is Evolving

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Life Imitates Brands: How Dupe Demand is Evolving
More than half (58%) of shoppers have purchased a dupe, and price is no longer the whole story. Quality, convenience, and social media discovery are reshaping how consumers buy across apparel, footwear, and beauty, turning dupes from a budget compromise into a deliberate choice that brands can no longer afford to ignore

21 Aug 2026

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Better Customer Experiences Start with the Right Data Mix

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Better Customer Experiences Start with the Right Data Mix
In today’s retail environment, customer experience is the key differentiator, but improving it requires more than just data. First-party loyalty data provides precise insight into shopper behavior within a retailer, while panel data reveals how customers behave across the broader market. Used together, they help retailers identify friction points, prevent misdiagnoses, and make smarter decisions that drive loyalty, growth, and better customer experiences.

21 Aug 2026

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Weak Confidence, What's Driving Foodservice Growth?

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Weak Confidence, What's Driving Foodservice Growth?
July 2026 China Foodservice Sentiment Report

20 Aug 2026

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Circana Report Highlights Protein and Convenience as Two Forces Influencing America’s Evolving Eating Patterns

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Circana Report Highlights Protein and Convenience as Two Forces Influencing America’s Evolving...
Americans' eating and drinking patterns continue to evolve as they balance nutrition, convenience, cost, and connection

19 Aug 2026

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Australian toy market surges +13% in first half of 2026 as fandom, trading cards and building sets fuel growth

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Australian toy market surges +13% in first half of 2026 as fandom, trading cards and building sets...
Strong consumer demand, licensed toys and premium purchases drive growth across the market

18 Aug 2026

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Google Meridian and the Shift to Causal Measurement

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Google Meridian and the Shift to Causal Measurement
Marketers have spent decades asking a deceptively simple question: did the media work? For most of that time, the answer came from correlation. Sales went up, spend went up, and everyone hoped the two were connected.

17 Aug 2026

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Performance Shoe Sales Pick Up the Pace Amid Selective US Consumer Spending in the Footwear Market

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Performance Shoe Sales Pick Up the Pace Amid Selective US Consumer Spending in the Footwear Market
Consumers remain highly intentional about their footwear purchases

17 Aug 2026

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Australia Foodservice Winners of Q2 2026

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Australia Foodservice Winners of Q2 2026
Australia’s foodservice sector gained momentum in Q2 2026, with growth in both spend and traffic despite continued household budget pressures. Discover the channels, occasions, categories, and food and beverage trends that drove consumer engagement and created new opportunities across the market.

14 Aug 2026

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Back-to-School Signals a New Reality: Shoppers Need More Than Promotions

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Back-to-School Signals a New Reality: Shoppers Need More Than Promotions
Circana data shows that a purposeful approach to spending continues through July as shoppers prioritize needs over deals

14 Aug 2026

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US Toy Industry Posts Strongest First Half in Six Years, Circana Reports

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US Toy Industry Posts Strongest First Half in Six Years, Circana Reports
The first half of 2026 demonstrated that the toy industry's growth story reflects both the extraordinary performance of trading cards and strength across several other key areas of the market,

12 Aug 2026

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Is Assortment Affecting Your Market Share?

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Is Assortment Affecting Your Market Share?
Undetected assortment issues can quietly erode market share, siphoning sales to competitors even as a retailer believes it is executing flawlessly against its own plan. Measuring assortment productivity against the market and not just internal targets is essential to catching problems early, before they compound into lasting share loss.

11 Aug 2026

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US Beauty Industry Posts Solid First-Half Growth as Fragrance and Skincare Lead Across Prestige and Mass Retail, Circana Reports

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US Beauty Industry Posts Solid First-Half Growth as Fragrance and Skincare Lead Across Prestige and...
Beauty continues to benefit from consumers' willingness to shop across price tiers, selectively investing in products that deliver the strongest emotional and functional value,

11 Aug 2026

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