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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
Expanded Category Buyers
Shoppers who buy more of the category after an action.
Definition
Expanded category buyers increase their category spend due to promotion or innovation, not just brand switching.
How to Calculate
Track buyer category dollars before and after the action.
Why it Matters
Shows category growth, a key retailer goal.
Key Advantages
Supports win-win proposals.
Example
Shoppers added one extra cereal box per month.
Use it to
Count households that newly enter the category and attribute gains to specific drivers such as distribution or media. Size incremental volume from category expansion separately from brand switching.
