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CPG Demand Signals Report

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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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Ramaa Chipalkatti

Ramaa Chipalkatti

Director, Consumer Goods

Ramaa Chipalkatti is a Director within Circana’s Global Thought Leadership team, working closely with the Head of Thought Leadership in EMEA to deliver high‑impact insights to FMCG and retail clients and industry stakeholders. She plays an active role in shaping Circana’s global thought leadership agenda, with a particular focus on Europe’s six largest grocery markets. Ramaa specializes in translating complex, multi‑market, and multi‑category data into commercially relevant, thought‑provoking insights using Circana’s data and technology. With a strong interest in consumer behaviour and innovation trends, she is passionate about sharing these perspectives with clients and colleagues, mentoring teams, and strengthening Circana’s voice across the industry.


Prior to joining Circana in 2024, Ramaa managed FMCG & Foodservice analysis content production at a global market intelligence company and has presented at several company conferences and industry events throughout her career. Ramaa has an MSc in Management Sciences and Operations Research from Warwick Business School, UK.

Recent Posts from

Ramaa Chipalkatti

Navigating Tariffs: Smarter Marketing Decisions for Growth

20

Tariffs and economic pressure are forcing marketers to rethink how they invest, message, and plan. Cutting spend isn’t always the answer—brands that make smarter, more strategic decisions can protect performance and uncover growth opportunities. This report explores how to balance short‑term pressures with long‑term impact across media, pricing, and messaging.

16 Jun 2026

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The Value of Influence: Driving Sales Lift & ROI

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Influencer marketing has become a powerful driver of performance—shaping how consumers discover, evaluate, and purchase. As social platforms turn into full‑funnel commerce ecosystems, creators are accelerating demand and delivering measurable results. This report reveals how brands can turn influence into real business impact and maximize the value of their investments.

16 Jun 2026

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Circana Expands Liquid Survey Solution with New AI Capabilities to Accelerate Consumer Intelligence

32

Enhanced solution deepens integration within the Unify+ platform, connecting verified buyer feedback with real-world purchase behavior for faster, more confident decision-making

16 Jun 2026

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Top 10 Movies

2269

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

15 Jun 2026

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Why Small and Emerging Brands Must Rethink Omnichannel Through a Generational lens

8

Unprecedented generational shifts – seven cohorts influencing demand at once – are rewriting the rules of retail. This creates complexity that only focused, insight-led brands can turn into growth, by understanding and respecting consumers’ diverse life stages and defining moments.

15 Jun 2026

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US Toy Industry Sales Accelerate in 2026, Circana Reports

224

Squishy toys surge as social media amplifies demand

15 Jun 2026

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Consumer Spending Remains Resilient Amid Shifting Demand Patterns in May, Reports Circana

152

While gas prices have eased slightly, consumers appear to have adjusted to elevated levels, unlocking pent-up demand. The pain at the pump didn’t dampen Memorial Day spending either — the week delivered modest year-over-year growth

15 Jun 2026

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Stars, Stripes, and Sales: How U.S. Consumers are Set to Celebrate Independence Day

69

It’s shaping up to be a real fireworks show this year, as the Fourth of July lands on a Saturday, celebrates America's 250th birthday, and shares the spotlight with a major soccer competition in North America. See what shoppers are stocking up on for celebrations and how they like to show their Independence Day spirit.

15 Jun 2026

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Are Pricing and Promotions Helping or Hurting Your Market Share?

128

Strong comparable sales, rising loyalty enrollment, and steady traffic can signal a win, even as competitors quietly pull shoppers away in a marketplace where prices are compared in seconds and baskets switch just as fast. Seeing true performance means reading pricing, promotion, assortment, availability, shopper behavior, and external forces together, so you know whether your strategy is really gaining ground.

11 Jun 2026

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What Incrementality Attribution Reveals That Attribution Alone Cannot

107

Incrementality attribution reveals the true impact of marketing by isolating what actually drove sales—not just what was present at conversion. By using test-and-control methods, brands can measure real lift, optimize budgets, and confidently prove ROI—often uncovering a gap between attributed performance and actual incremental value.

10 Jun 2026

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Circana Announces Major Enhancements to Receipt Panel, Including Custom Hierarchies Capability and Expansion to 250,000 Static Panelists

290

We are committed to helping our clients move beyond simply understanding what happened in a category to uncovering exactly why consumers are behaving a certain way and how brands can act on it...

9 Jun 2026

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2026 Global Toy Report

283

Want a sharper view of where the global toy market is headed?

8 Jun 2026

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Global Toy Market Hits $123B as ‘Play’ Expands Across Ages and Markets

495

Adults, emerging markets, and digital behaviors are shaping the industry’s future

8 Jun 2026

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Soccer Fever Fuels Global Surge in Toys and Collectibles, Circana Reports

365

Global sales of soccer-related toys soar 160% as fan enthusiasm accelerates across key markets

8 Jun 2026

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Demand Signals Report: Unlock CPG, Consumer Behavior Insights

15140

Monitoring macroeconomic impacts on volume, price, and other aspects of the U.S. CPG industry.

5 Jun 2026

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Price Optimization: Turning Pricing Analytics into Consistent Decisions

6

Reactive pricing may feel manageable early on, but as SMBs scale across retailers and channels, unmanaged inconsistency often erodes margins, strains trade relationships, and undermines brand positioning. Brands best positioned for profitable growth replace guesswork with a disciplined pricing and trade optimization framework that is grounded in elasticity insights, data-driven guardrails, and analytics.

5 Jun 2026

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4 Themes from Circana’s New Product Pacesetters Report

147

Circana's recently-released 2025 New Product Pacesetters report spotlights innovations driving the year's top 200 launches, from wellness-meets-indulgence to bold brand collabs. Winning brands are blending sensory appeal, trusted partnerships, and everyday elevated benefits to capture shoppers and reshape what "new" really means in both food and nonfood categories.

4 Jun 2026

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Circana Expands Liquid Testing Solution to Include Media Measurement and Campaign Experimentation

550

New AI-powered capabilities allow brands to measure true incremental sales impact and optimize live campaigns without requiring traditional holdout markets

3 Jun 2026

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China Consumer Sentiment Study: Will Rising Fuel Prices Affect Food and Beverage Spending?

206

May Day travel held steady, with spending in line with 2025 levels and stronger momentum in New Tier-1 and Tier-1 cities.

28 May 2026

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Beyond the Buzz: How Brands Should Really Think About Major Event Marketing

241

Whether it is the Olympics, global soccer tournaments, tennis grand slams, prestigious golf tournaments, or a championship American football game, major sporting events capture the world’s attention, and with it, a surge in consumer spending. For marketers, these moments can feel like can’t-miss opportunities. But the reality is more nuanced: While the impact on retail and consumer engagement is real, it is often fleeting, uneven and highly contextual.

27 May 2026

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