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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.
Company
Suggested solutions
TERM
Exclusive Buyers
Households that buy only your brand within a period.
Definition
Exclusive buyers are panel households that purchase your brand and no competing brands in the time frame.
How to Calculate
Filter buyer panel to households with zero spend on competitors.
Why it Matters
Indicates loyalty and vulnerability to churn.
Key Advantages
Helps size the loyal core.
Example
15 percent of buyers were exclusive to your brand last quarter.
Use it to
Identify households that buy only the focal brand within the category to quantify exclusivity. Track share of wallet among these buyers and protect them with supply reliability and clear value steps.
