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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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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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Scott Love

Scott Love

Principal, Senior Vice President of Retail Client Solutions

Scott Love is an accomplished CPG leader with a proven track record of driving success in the retail industry. At Circana, Love plays a pivotal role in overseeing the company’s relationships with Albertsons and with convenience retailers. Using his extensive experience and expertise, he has successfully closed a significant number of retailer agreements that have expanded Circana’s relationships while delivering increased coverage and cost savings.


Love’s specialized knowledge in market measurement, pricing, category management, business intelligence, analytics, supply chain optimization, and in-store execution and assortment make him a sought-after industry thought leader. He has been invited to share his expertise with peers and industry stakeholders at conferences such as CSP’s Cold Vault Forum and on various podcasts. Love has also been featured in Fortune Magazine and is frequently quoted in C-Store Dive.

Recent Posts from

Scott Love

Who’s Really Driving Toy Growth? Four Category Trends at Play

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Who’s Really Driving Toy Growth? Four Category Trends at Play
The definition of play is expanding, and so is its audience: teens and young adults aged 15+ have driven sales up 111% since 2020, Gen Alpha is reshaping purchasing behavior, and developing nations are emerging as fast-growing frontiers.

23 Jun 2026

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Turning Global Sporting Moments Into At-Home Growth Opportunities

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Turning Global Sporting Moments Into At-Home Growth Opportunities
As global soccer excitement builds, more consumers are choosing to watch and entertain at home. Despite recent declines in housewares demand, these moments create fresh opportunities for brands. Products that support shared experiences—like grilling tools, serveware, and team-branded items—can drive renewed interest when marketed as essential to connection, celebration, and versatile everyday use.

23 Jun 2026

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Custom Fitting Drives Premium Sales and Repeat Demand for the US Golf Equipment Market

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Custom Fitting Drives Premium Sales and Repeat Demand for the US Golf Equipment Market
Custom fitting is reshaping the U.S. golf equipment market, evolving from a premium add-on to a core purchase driver. Now influencing up to half of premium club sales, it fuels higher-value spending and stronger player loyalty. With most fitted golfers planning to repeat the process, and underfit categories still emerging, custom fitting continues to unlock new growth opportunities.

23 Jun 2026

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4 Surprising Findings from Circana’s New Product Pacesetters

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4 Surprising Findings from Circana’s New Product Pacesetters
It’s not surprising that new product development is a core part of CPG growth strategies. Circana’s 2025 New Product Pacesetters report confirms that innovation has been one of the top three priorities for 64% to 83% of companies every year over the past two decades.

22 Jun 2026

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Skin health and wellness trends drive global growth in year-round SPF use, says Circana

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Skin health and wellness trends drive global growth in year-round SPF use, says Circana
SPF demand is becoming less dependent on sunshine and weather patterns, and more closely linked to preventative skincare habits, wellness culture and awareness of the cumulative effects of daily UV exposure, even during colder or cloudier months.

22 Jun 2026

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Circana Releases New Research Proving the Business Value and Incrementality of Influencer Marketing

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Circana Releases New Research Proving the Business Value and Incrementality of Influencer Marketing
New report finds 75% of brands have room to scale influencer investment and drive additional growth

22 Jun 2026

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The Fulfillment Shift: How Shopper Behavior is Reshaping Omnichannel

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The Fulfillment Shift: How Shopper Behavior is Reshaping Omnichannel
Shoppers aren’t changing – how they shop and where they spend is.

18 Jun 2026

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Influencer Incrementality: Proving Sales Lift and ROI

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Influencer Incrementality: Proving Sales Lift and ROI
Influencer activity is reshaping how demand is created and where it converts—but measurement must capture the full path to purchase. Join us to learn how to connect creator efforts to incremental retail sales using proprietary data and marketing mix benchmarks. We’ll show where performance varies, how to measure true impact, and how to make smarter investment decisions.

17 Jun 2026

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All to play for as pubs and shops compete to secure summer spending boost

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All to play for as pubs and shops compete to secure summer spending boost
Circana believes a major spending uplift is unlikely, but pubs, bars and match-night grocery choices could still benefit if football fever takes hold

17 Jun 2026

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Navigating Tariffs: Smarter Marketing Decisions for Growth

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Navigating Tariffs: Smarter Marketing Decisions for Growth
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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The Value of Influence: Driving Sales Lift & ROI
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

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

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Top 10 Movies
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

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

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US Toy Industry Sales Accelerate in 2026, Circana Reports
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

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

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

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Are Pricing and Promotions Helping or Hurting Your Market Share?
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

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What Incrementality Attribution Reveals That Attribution Alone Cannot
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

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Circana Announces Major Enhancements to Receipt Panel, Including Custom Hierarchies Capability and...
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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