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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
Incremental Penetration Ranking
Ranks promotions by their ability to attract new buyers.
Definition
Incremental penetration ranking measures which promotions bring in the most new category or brand buyers.
How to Calculate
Compare the number of new buyers during each promotion and rank from highest to lowest.
Why it Matters
Helps identify tactics that grow the buyer base rather than just subsidize existing buyers.
Key Advantages
Supports smarter trade planning, improves ROI, and drives category growth.
Example
A yogurt feature adds 500 new buyers, ranking higher than a display that adds 300.
Use it to
Order retailers or markets by their ability to contribute new buyers to the brand. Prioritize activation where additional penetration is most likely and monitor shifts over time.
