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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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Pam Wood

Pam Wood

Industry Analyst, Home

Pam Wood is Circana’s director and industry analyst for the home industry in Canada. She has more than 25 years of experience in the market research industry, collaborating with leading manufacturers and retailers to identify growth opportunities. Developed through her earlier roles at Circana and previously with Nielsen, Wood combines an extensive background in data analytics with deep knowledge of and passion for the industry. This enables her to provide relevant, actionable insights for the Canadian appliance and housewares market.

Recent Posts from

Pam Wood

Eating Patterns in America 2026: See How America Eats, Drinks, and Decides

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Eating Patterns in America 2026: See How America Eats, Drinks, and Decides
Eating Patterns in America 2026 reveals how evolving consumer eating and drinking behaviors are reshaping opportunities across food, beverage, retail, and foodservice. Drawing on more than $1.8 trillion in spending and 618 billion consumption occasions, Circana’s 41st annual report delivers a comprehensive view of in-home and away-from-home consumption. Discover emerging trends, high-potential growth opportunities, and actionable insights to drive smarter innovation, marketing, and activation st

6 Aug 2026

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Rising Prices and Americans’ Focus on Value Keeps Consumer Technology Revenue Growth on a Moderate Track Through 2028

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Rising Prices and Americans’ Focus on Value Keeps Consumer Technology Revenue Growth on a Moderate...
Notebook PCs’ share of total U.S. tech revenue projected to reach a five-year high in 2026.

6 Aug 2026

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U.S. B2B Technology Revenue Grows 10% in First Half of 2026; Growth Expected to Moderate in the Second Half, Reports Circana

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U.S. B2B Technology Revenue Grows 10% in First Half of 2026; Growth Expected to Moderate in the...
Cloud, software and services, and IT hardware continue to support business technology spending as organizations prioritize modernization, security, and productivity.

5 Aug 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.

4 Aug 2026

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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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