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We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
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Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
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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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TERM
Cannibalization
Sales gained on one SKU that are offset by losses on your other SKUs.
Definition
Cannibalization measures how much a new item or promotion moves sales away from existing items within the same brand, reducing net gain.
How to Calculate
Subtract lost units or dollars on existing SKUs from the gain on the focal SKU. Percent cannibalization equals losses on other SKUs divided by gains on the focal SKU times 100.
Why it Matters
Prevents overstating results and helps optimize the lineup for total brand growth.
Key Advantages
Clarifies net impact of launches, guides pack and flavor mix, and improves promo design by limiting internal shifts.
Example
A sparkling water launch gains 1,000 units, but classic lime loses 600 units, so cannibalization is 60 percent.
Use it to
Measure sales lost on existing SKUs when a new item or promotion gains volume to determine net effect. Reduce internal switching by adjusting price, pack, or timing so total brand sales increase.
