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Soccer Ball in Stadium

Of those who plan to watch the global soccer tournament,

66%

State that they plan to view this year's matches at home by themselves or with members of their household.

Quick Insight

As the international tournament kicks off across North American cities in mid-June, CPG brands, retailers, and foodservice operators have a clear opportunity to engage millions of fans across 48 countries.

And it’s not just about viewership, it's about shared experiences. New Circana insights show 24% of consumers plan to watch matches with friends and family outside their household.

For brands, that means more occasions, more connection points, and more moments to win with consumers.

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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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Mathilde Lion

Mathilde Lion

Executive Director, Industry Analyst, Beauty

Mathilde Lion is industry analyst and executive director of beauty in Europe for Circana. Her expertise is based on more than 25 years of experience in market research and two decades in the world of beauty. She is responsible for strategic analysis and pan-European beauty research for industry leaders. She also manages relationships with Circana’s retail partners and the media in Europe.


Lion joined Circana in 2005 with the launch of the company’s Beauty practice in France. Prior to her work with Circana, she was with Dun & Bradstreet and Kantar Worldpanel.

Recent Posts from

Mathilde Lion

Walmart Connect on Incrementality and the Next Phase of Retail Media

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Walmart Connect on Incrementality and the Next Phase of Retail Media
Retail media has spent years proving it can grow. Now it has to prove it can be trusted. At Cannes Lions 2026, Jon Gibs, group director, media insights and measurement at Walmart Connect, sat down with Circana’s Lindsay Pullins, senior VP of global retail media and commerce, to explain what that shift really means for advertisers. Here is a preview. The full conversation is worth watching.

17 Jul 2026

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New Products, New Paths to Discovery

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New Products, New Paths to Discovery
The path to product discovery is no longer a straight line, as social commerce, omnichannel behavior, and AI are reshaping how consumers find and choose what's new. Circana's 2025 New Product Pacesetters report reveals where these forces converge and why generational differences are redrawing the discovery landscape.

17 Jul 2026

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Early Summer Promotions and Seasonal Events Drive June Retail Spending as Consumer Demand Remains Selective, Reports Circana

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Early Summer Promotions and Seasonal Events Drive June Retail Spending as Consumer Demand Remains...
Early summer deals sparked spending, but delayed back-to-school demand highlights the importance of smarter promotional timing and messaging.

16 Jul 2026

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Back-to-School Shoppers are Seeking Value, Comfort, and Style, Circana Reports

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Back-to-School Shoppers are Seeking Value, Comfort, and Style, Circana Reports
Back-to-school shoppers are focused on getting the most for their money this year, balancing budget concerns with a desire for comfort, style, and versatility. From denim and sneakers to personality-driven backpacks, key trends are shaping what families buy—and why. See which categories are positioned to win and what's driving consumer decisions this season. The biggest surprise may be where shoppers are choosing to spend...

16 Jul 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.

14 Jul 2026

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Snack Unwrap: A New Global Era of Function, Fuel, and Fun

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Snack Unwrap: A New Global Era of Function, Fuel, and Fun
Join us for Snack Unwrap: A New Global Era of Function, Fuel, and Fun — a forward-looking webinar on the forces redefining how consumers choose, use, and discover snacks in 2026.

14 Jul 2026

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Top 10 Video Games

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Top 10 Video Games
Circana US Video Games Market — May 2026 Summary

14 Jul 2026

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Best in Class: What Circana’s Insights Reveal about 2026 Back-to-School Trends

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Best in Class: What Circana’s Insights Reveal about 2026 Back-to-School Trends
From denim and sneakers to computers, lunchbox staples, and college essentials, the back-to-school season spans several categories and stretches over a longer window than in the past. As they prepare for a new term, consumers are balancing tight budgets with students’ needs and preferences.

13 Jul 2026

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China Consumer Sentiment StudyWill Dining Benefit from Summer Family Travel?

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China Consumer Sentiment StudyWill Dining Benefit from Summer Family Travel?
High-income consumers are the key growth drivers, while needs and motivations differ across income groups.

13 Jul 2026

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Circana’s 2026/2027 Global Food and Beverage Outlook Predicts Slow-to-Moderate Growth as Market Enters Period of Rationalization

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Circana’s 2026/2027 Global Food and Beverage Outlook Predicts Slow-to-Moderate Growth as Market...
Consumers are no longer simply trading down or cutting back

13 Jul 2026

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Winning in Omnichannel: A Prioritization Playbook for Small and Emerging CPG Brands

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Winning in Omnichannel: A Prioritization Playbook for Small and Emerging CPG Brands
The next wave of omnichannel growth will belong to brands that connect data, AI, and execution into one operating model.

12 Jul 2026

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How to Tell If a Promotion Drove Real Growth

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How to Tell If a Promotion Drove Real Growth
Standard promotion reports often confuse a short-term sales spike with genuine growth, overlooking pull-forward and other factors that erode true lift. While conventional promotion measurements can miss performance results, an always-on approach proves which promotions actually have an impact.

10 Jul 2026

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England’s heatwave quarter-final could help shops and pubs score this weekend

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England’s heatwave quarter-final could help shops and pubs score this weekend
A winning combination of Saturday night’s quarter-final against Norway and soaring temperatures could give shops and pubs their biggest sales opportunity of the tournament so far, according to new data from Circana, LLC.

10 Jul 2026

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Circana Forecasts Office Supplies Market to Reach $11.1 Billion in 2026 as Pricing Offsets Ongoing Volume Declines

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Circana Forecasts Office Supplies Market to Reach $11.1 Billion in 2026 as Pricing Offsets Ongoing...
Back-to-school and promotions drive critical demand for the industry

9 Jul 2026

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Beyond the Promotional Lift: What Early Summer Sales Reveal About Future Consumer Behavior

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Beyond the Promotional Lift: What Early Summer Sales Reveal About Future Consumer Behavior
This year’s early summer retail promotions offered more than a snapshot of retail performance — it provided important clues about how consumers are approaching spending in a complex market. While June promotions generated modest sales gains, the results reinforce a growing reality: Consumers remain willing to spend, but they are becoming far more intentional about when, where, and why they make purchases.

8 Jul 2026

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Global Soccer Tournament Fuels Weeks of Snacking, Sipping and Hosting, Circana Reports

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Global Soccer Tournament Fuels Weeks of Snacking, Sipping and Hosting, Circana Reports
This is where convenience and occasion-based merchandising matter

8 Jul 2026

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Navigating Rising Memory Costs and Shifting Demand in the B2B Notebook Market

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Navigating Rising Memory Costs and Shifting Demand in the B2B Notebook Market
Memory costs are rising, demand patterns are shifting, and B2B technology teams have less time to respond with competitive RFP quotes. Our latest infographic offers a quick look at what Circana is seeing in the B2B Windows notebook market through the reseller channel.

7 Jul 2026

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MMM vs. Experiment Testing: When to Use Each, and When You Need Both

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MMM vs. Experiment Testing: When to Use Each, and When You Need Both
Marketing mix modeling (MMM) and experiment testing are often framed as competing efforts for analytic investments, as if a brand has to choose one and defend it. The truth is that the two methods gauge incrementality but answer different questions on different timescales.

2 Jul 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.

29 Jun 2026

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How Emerging Brands Can Get Their Products into the First 50 to 500 Retail Doors

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How Emerging Brands Can Get Their Products into the First 50 to 500 Retail Doors
Getting onto the first retail shelf takes a good product, a compelling backstory, an engaging founder, and, sometimes, good timing. While these things help brands establish a foothold, it takes more to grow and even hold that space.

25 Jun 2026

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