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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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Industry rankings vs. previous data period.

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Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.

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Answer the most pressing business questions.

Designed for small CPG businesses. 

Curated reports and guided analysis.

Data and analytics for a single source of truth. 

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Liquid Data Go®

Grow Faster.

Dream Bigger.

Liquid Data Go® helps growing CPG brands show their value with insights into performance, consumer behavior, e‑commerce trends, and pricing across key retailers.

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Pokémon was the

#1

toy property in 2025 for 9 of the 12 countries we track.

Quick Insight

Pokémon continues to drive cross-category growth. ⚡

 

In 2024, Pokémon Scarlet and Violet led the franchise in dollar sales. In 2025, Pokémon ranked as the #1 toy property in 9 of the 12 countries we track. 🌎

Company

Suggested solutions

Liquid Data Go® helps small to midsize CPG brands grow faster and dream bigger.

Understand complex consumer behavior with clear, accurate insights into omnichan…

Circana’s Liquid Data Collaborate™ solution helps you bring all your data togeth…

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Uncover the right solution for your business in a few clicks.

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Phil Barnard

Phil Barnard

Vice President, Golf Insights

Phil has been delivering insights to the Golf industry for the past 25 years. Having initially developed one of Golfs most popular EPOS systems he went on to help establish retail reporting services in the UK, US, Sweden, Germany and France. Phil provides thought leadership for all the major golf brands advising on retail trends and golf consumers behavior.

Recent Posts from

Phil Barnard

Five Beverage Trends driving Australian Foodservice Performance

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Beverages continue to drive growth in Australian foodservice through 2025. This infographic reveals the key beverage trends reshaping channels, occasions, and consumer demand across the foodservice landscape.

20 Apr 2026

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Private label reaches record 50% unit share across Europe’s six biggest grocery markets

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Circana predicts further acceleration of private label growth during 2026 as rising inflation forces brands to increase prices, and AI-driven shopping prioritises cheaper products that meet the same consumer needs

20 Apr 2026

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Foodservice spend forecast to grow 3% across U.S. and Europe as evolving consumer behaviours reshape formats, occasions and value propositions

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Looking ahead, the next major wave of this Liquid Revolution will be the arrival of modern sodas in Europe. These are refreshing beverages with functional benefits,  such as magnesium or zinc content, or claims linked to energy, focus and wellbeing, that align closely with evolving health and lifestyle motivations...

20 Apr 2026

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Britain on a diet - 45% cutting back while health trends and GLP-1 reshape menus

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British foodservice spend hits £71bn as experience-led demand reshapes the industry Circana predicts foodservice growth trends for 2026

20 Apr 2026

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China Consumer Sentiment Study Qingming and Spring Break Lift Foodservice Outlook 

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In a low-spending environment, promotions still move the needle in China.

17 Apr 2026

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Share of Sip: Mapping the Beverage Evolution 

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Beverages are no longer simply drinks. Today, they are meals, medicine, and meaningful moments. From functional hydration and modern sodas to global flavor exploration, the beverage landscape is transforming at lightning speed. Driven by shifting generation preferences, social commerce, and the thirst for experiences, consumers expect more from their cups than ever before. In this webinar, pour into insights from a panel of Circana beverage experts and get in-depth look at forces redefining...

16 Apr 2026

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The Whole Picture: Consumers Prioritize Mental and Emotional Wellness as Part of Self-Care

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Consumers are moving away from reactive health purchases and leaning into proactive wellness investments. Physical and mental well-being now go hand in hand. According to recent insights, 67% of Americans currently practice mental and emotional self-care. Stress reduction is a major driver of this change, with 60% of U.S. consumers actively trying to manage stress using a variety of products, from supplements to indulgent treats.

16 Apr 2026

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Affordable Ways to Find Underserved Consumer Markets

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While growth pockets exist everywhere, emerging brands succeed when they can recognize which opportunities deserve their limited time and resources. Small and medium-sized businesses (SMBs) can achieve this by using accessible data to target consumer segments with a high or unique propensity to purchase their products.

16 Apr 2026

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U.S. Consumer Healthcare Market Reaches $107 Billion as Americans Double Down on Proactive Wellness

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As consumers holistically and proactively navigate their physical and mental health, wellness has moved far beyond reactionary purchasing and treating symptoms

16 Apr 2026

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How Selective Consumption is Shifting the Snackscape

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It’s been a while since consumers have followed a three-square-meals-a-day eating habit. Although snacking has continually increased in frequency and type over the last several years, Circana research shows that the “snackscape” is evolving, with notable implications for brands and retailers.

15 Apr 2026

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Sustainability-Marketed Products Capture Over 25% of U.S. CPG Market, Driving Growth Amid Uncertainty

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The 2025 Sustainable Market Share Index shows that CPG products marketed with sustainable attributes increased market share by 1.6 percentage points since last year

15 Apr 2026

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Consumers Double Down on Proactive Wellness

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Consumer healthcare in the United States continues to outperform broader retail as Americans increasingly prioritize proactive, holistic approaches to health and wellness.

15 Apr 2026

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Top 10 Movies

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Here are the monthly and YTD top 10 selling DVDs and Blu-ray Discs.

14 Apr 2026

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A World of Difference: What Sustainability-Driven Shifts Mean for Brands and Retailers

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Earth Month may serve as a reminder of the significance of sustainability, but new insights show that sustainability is a continuous focus for many people and businesses.

14 Apr 2026

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Precision Strategies for Growing Brands: Using Data to Pinpoint Perfect Store Locations for Product Launches

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Getting a product on a store shelf is a major milestone for any scaling brand, but determining the exact shelves that set the stage for success is crucial.

14 Apr 2026

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Top 10 Books

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Adult genre fiction is dominating the bestsellers in 2026 so far, with particular strength across science fiction, thrillers, and romance. Page-to-screen adaptations and licensed IP are also proving to be reliable drivers of top-ten performance.

14 Apr 2026

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Top 10 Video Games

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February video game content spending was flat when compared to February 2025, at $4.0B. Non-mobile subscription content spending increased by 27% compared to a year ago, offsetting the declines experienced across other content segments.

14 Apr 2026

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To Mom, With Love:  Trendspotting Mother’s Day 2026

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Mothers may know best, as the saying goes, but Circana knows a few things about how people celebrate the mothers and mother figures in their lives. Although total retail spending wasn’t especially strong for Mother’s Day last year — and macroeconomic uncertainties continue in today’s marketplace — Circana’s insights show that retailers and brands can tap into strong and emerging categories to optimize sales ahead of the occasion, which falls on May 10, 2026.

13 Apr 2026

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Plant-based food and drink hits €16.3bn in Europe, but still just 2.4% of FMCG sales, new Circana analysis reveals

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We are seeing a clear shift away from niche, imitation-led innovation towards more natural, functional and accessible products. The winners will be those who can close the gap between taste, nutrition and price, and integrate plant-based seamlessly into everyday consumption occasions.

10 Apr 2026

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Circana Announces 2025 U.S. CPG Growth Leaders

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Winning today means putting the consumer first and staying authentic. Brands that build real trust and offer clear value are connecting deeply with shoppers and building lasting loyalty in a highly competitive space.

9 Apr 2026

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