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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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Demand Signals Report

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

CVS on Retail Media Measurement and the Fragmented Funnel

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CVS on Retail Media Measurement and the Fragmented Funnel
Retail media is growing fast, but measurement remains fragmented. In a Cannes Lions 2026 conversation with Circana, CVS Media Exchange's Parbinder Dhariwal explains why the traditional funnel no longer applies, why most purchases still happen in-store, and why independent, cross-retailer measurement is essential to uncovering the true ROI of retail media investments and turning reporting into a business decision engine.

31 Jul 2026

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How Lean Teams Can Compete Like Larger Brands

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How Lean Teams Can Compete Like Larger Brands
Retail data is helping small and medium-sized brands compete more effectively with larger rivals. With near real-time visibility into inventory, sales, and store-level performance, SMBs can proactively manage supply chains, prove value to retailers, identify growth opportunities, and make smarter decisions using retailer-trusted insights.

30 Jul 2026

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Three Ways CPGs Can Get Back to Basics — and Why Fundamentals Matter

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Three Ways CPGs Can Get Back to Basics — and Why Fundamentals Matter
After years of reacting to disruption, CPG brands have an opportunity to shift from defense to growth. The path forward is rooted in three enduring fundamentals: deeply understanding consumers, innovating to meet evolving needs, and executing with precision across pricing, promotion, and distribution. By combining trusted principles with modern data and insights, brands can build resilience, unlock growth, and stay competitive in an increasingly complex marketplace.

30 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 Jul 2026

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How Often Should You Run Marketing Mix Modeling?

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How Often Should You Run Marketing Mix Modeling?
The once-a-year marketing mix model is a legacy convention, and for most brands operating in volatile categories, it goes stale long before the next study begins. CPGs can match their measurement cadence to what actually drives it — decision frequency, category volatility, and data availability — using a smarter, always-on hybrid approach.

29 Jul 2026

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Big Insights, Small Teams: How AI Drives Momentum in CPG

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Big Insights, Small Teams: How AI Drives Momentum in CPG
For emerging CPG brands, momentum is everything. A retailer meeting moves up. A competitor drops price. A new flavor starts to outperform expectations in one region but stalls in another. A founder needs to know whether last week’s sales spike was a signal, a fluke, or the beginning of something bigger.

27 Jul 2026

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Continental Cravings: Global Snacking Trends Reveal Opportunities for Brands and Retailers

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Continental Cravings: Global Snacking Trends Reveal Opportunities for Brands and Retailers
Snacking is evolving from a between-meals habit into a lifestyle behavior. Across the U.S., Europe, and Australia, consumers are driving growth through demand for functional benefits, GLP-1-friendly options, natural ingredients, and anytime-anywhere convenience. Learn how changing motivations, occasions, and shopping habits are creating new opportunities for brands and retailers worldwide.

27 Jul 2026

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The Biggest Back-to-School Opportunity Isn't Back-to-School

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The Biggest Back-to-School Opportunity Isn't Back-to-School
Why timing beats stockpiling for the apparel market this back-to-school season

23 Jul 2026

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SNAP in Transition

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SNAP in Transition
Where SNAP participation, spend, and shopper behavior are headed — and what it means for your

23 Jul 2026

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Yesterday’s News, Today’s Trends:  How Nostalgia is a Multi-Category Driver

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Yesterday’s News, Today’s Trends:  How Nostalgia is a Multi-Category Driver
A thing of the past might just be the Next Big Thing. Circana’s position as a leader in turning data into growth helps uncover trends like the nostalgia driving comebacks across categories.

22 Jul 2026

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The Invisible Giant: Why Private Label is Dominating Omnichannel and How Emerging Brands Can Respond

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The Invisible Giant: Why Private Label is Dominating Omnichannel and How Emerging Brands Can Respond
Private label has evolved from a lower cost alternative into a growth engine reshaping how consumers define value across more categories. Shoppers are looking for products they can trust, with consistent quality and affordability that fits tighter household budgets, and retailers are increasingly meeting that demand with own-brand portfolios that do not ask consumers to compromise.

21 Jul 2026

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Snacking Enters a New Era of Function, Fuel, and Fun as Global Sales Surge Past Record Levels, Circana Reports

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Snacking Enters a New Era of Function, Fuel, and Fun as Global Sales Surge Past Record Levels,...
New snacking research reveals how functional benefits, GLP-1 medications, and AI-driven discovery are reshaping the way the world snacks

21 Jul 2026

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Understanding Sales Rate and How to Integrate It into Sales Stories

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Understanding Sales Rate and How to Integrate It into Sales Stories
When SMBs are trying to break into retail or expand their presence, they need to show evidence that their product earns its place on the shelf. Sales rate is one of the clearest proof points that a small or medium-sized business (SMB) can bring to the table.

20 Jul 2026

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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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