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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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Mat Piscatella

Mat Piscatella

Executive Director, Games

Mat Piscatella brings nearly two decades of experience to his role as Circana’s video game industry analyst. He regularly advises senior industry leaders, media, and trade associations on the business trends impacting gaming’s present and future.


Piscatella previously held business planning and analysis roles at both Warner Bros Games and Activision Blizzard. His publishing credits include titles from leading video game brands such as Call of Duty, LEGO, Batman: Arkham, Guitar Hero, DreamWorks, Mortal Kombat, and Marvel, among others.


Piscatella has an MBA in marketing from San Diego University and a bachelor’s in political science from California State University, San Bernardino.

Recent Posts from

Mat Piscatella

Circana Unveils Winners of the Eighth Annual Automotive Aftermarket Performance Awards at AAPEX 2026

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Circana Unveils Winners of the Eighth Annual Automotive Aftermarket Performance Awards at AAPEX 2026
Even amid ongoing economic uncertainty, the Automotive Aftermarket remains a resilient and vital sector, supported by consumers’ continued investments in vehicle maintenance and repair,

4 Nov 2026

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Economic Confidence Slips Ahead of the Holidays, but Consumers Remain Determined to Celebrate, Circana Finds

109

Economic Confidence Slips Ahead of the Holidays, but Consumers Remain Determined to Celebrate,...
New study reveals a growing gap between how consumers feel about the economy and how they plan to approach the holiday season.

4 Nov 2026

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The Math of AI: 10 Formulas for Winning as a Brand in AI-Guided Commerce

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The Math of AI: 10 Formulas for Winning as a Brand in AI-Guided Commerce
AI agents can narrow thousands of supermarket SKUs to just two to four recommendations, shifting control of product discovery from brands to algorithms. Circana's 10 formulas show manufacturers and retailers exactly where to intervene and how to convert AI investment into measurable ROI.

4 Nov 2026

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Circana Launches Concept Testing and Forecasting Solutions to Help Brands Identify Winning Product Ideas and Predict Sales Potential

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Circana Launches Concept Testing and Forecasting Solutions to Help Brands Identify Winning Product...
Brands can't afford to guess which ideas will win

4 Nov 2026

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Pursuing Untapped Occasion Dollars: How Linking Purchase and Consumption Data Uncovers Valuable Occasion Dollars  

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Pursuing Untapped Occasion Dollars: How Linking Purchase and Consumption Data Uncovers Valuable...
If every food or beverage has a certain point of consumption, those who make and sell it likely don’t know where, exactly, that is. Although retailers and CPGs have long understood that there are different uses and occasions for foods and beverages, they couldn’t quantitatively connect the dots between them — until now.

3 Nov 2026

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The Secret Life of Groceries: How Purchase to Consumption Reveals What Really Happens After Checkout and Why It Matters 

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The Secret Life of Groceries: How Purchase to Consumption Reveals What Really Happens After...
A grocery receipt records the sale but doesn’t reveal what happens about the breakfast, solo snack, or family dinner that follows. Circana's new Purchase to Consumption pairs receipt-verified buying records with National Eating Trends (NET®) diaries from the same households to show who uses each item, how, and at what cost, giving manufacturers and grocers a direct line to more than $100 million in unclaimed dinner spend and sharper innovation, merchandising, and marketing decisions.

3 Nov 2026

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What Can Retailers and Brands Expect from Holiday 2026?

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What Can Retailers and Brands Expect from Holiday 2026?
Holiday shoppers aren't stepping back in 2026. They're changing their approach. Circana's holiday outlook shows how consumers are rethinking what, when, where, and why they buy this season, and what brands and retailers need to do now to earn a place in their plans.

2 Nov 2026

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Performance Footwear Continues to Drive Growth in Q3 as Consumers Prioritize Purposeful Purchases Heading into the Holiday Season

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Performance Footwear Continues to Drive Growth in Q3 as Consumers Prioritize Purposeful Purchases...
Running footwear and select fashion trends gain momentum while holiday shoppers remain willing to trade up for products with clear value proposition

2 Nov 2026

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Circana Puts AI to Work: Engages Ode with Anthropic to Build a Faster, Smarter Market Intelligence Engine

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Circana Puts AI to Work: Engages Ode with Anthropic to Build a Faster, Smarter Market Intelligence...
Governed AI agents, an in-house AI team and six decades of domain expertise, built to deliver sharper insights to clients faster

29 Oct 2026

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Circana Unveils AI-Powered Predictive Commerce Signals to Anticipate Demand and Activate Audiences

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Circana Unveils AI-Powered Predictive Commerce Signals to Anticipate Demand and Activate Audiences
New capabilities in Circana Complete Audiences translate changing shopping behavior into audiences advertisers can activate and measure

28 Oct 2026

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Top 10 Video Games

86427

Top 10 Video Games
US video game projected total spending across content, hardware and accessories fell 1% in September when compared to a year ago, to $4.8 billion. Year-to-date spending is now 3% behind 2025’s pace, at $41.0 billion.

28 Oct 2026

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Nearly 1-in-3 U.S. Console and PC Gamers Plan to Buy Grand Theft Auto VI, Setting a New Industry Record, Circana Reports

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Nearly 1-in-3 U.S. Console and PC Gamers Plan to Buy Grand Theft Auto VI, Setting a New Industry...
Record purchase intent and a 13-year wait for one of gaming’s most enduring franchises sets the stage for a blockbuster November debut

28 Oct 2026

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Reactive to Proactive: How AI Helps Retail and CPG Executives Act Before the Market Moves

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Reactive to Proactive: How AI Helps Retail and CPG Executives Act Before the Market Moves
Decisions made too late carry a real business cost for retail and CPG executives. Predictive intelligence turns speed into a competitive advantage, because it surfaces growth and risk where there is still time to move investment.

26 Oct 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.

23 Oct 2026

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AI, Measured: The Math of AI: Winning as a Brand Webinar

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AI, Measured: The Math of AI: Winning as a Brand Webinar
AI may change how brands win, but it isn't changing the math behind growth.

23 Oct 2026

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Holiday 2026: Consumers Are Planning Earlier and Spending More Intentionally

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Holiday 2026: Consumers Are Planning Earlier and Spending More Intentionally
Consumers are entering the holiday season with budgets, shopping lists, and spending priorities already taking shape.

23 Oct 2026

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Co-op and Circana extend strategic partnership to unlock the next generation of retail growth

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Co-op and Circana extend strategic partnership to unlock the next generation of retail growth
Co-op and Circana partnership extended in multi-year deal as HIVE evolves into a more connected ecosystem bringing together market, customer, loyalty, supply chain and omnichannel insights in one platform.

23 Oct 2026

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Consumer Wellness Trends: Insights from Circana's Wellbeing Report

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Consumer Wellness Trends: Insights from Circana's Wellbeing Report
Wellness now accounts for $1.16 trillion in U.S. consumer spending and continues to expand, but there is a notable gap between value and satisfaction. Circana's latest research pinpoints where that disconnect originates and shows how manufacturers and retailers can turn existing consumer commitment into lasting loyalty and measurable growth.

22 Oct 2026

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GLP-1 Unlocked

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GLP-1 Unlocked
The GLP-1 landscape is evolving rapidly. Greater availability, expanding access, lower-cost alternatives, and new formats are bringing a broader range of consumers into the market.

22 Oct 2026

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Top 10 Books

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Top 10 Books
Get the latest top 10 books both monthly and year-to-date from Circana's Bookscan.

22 Oct 2026

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