Industries
Solutions
Track business performance against key competitors at every stage of the product lifecycle.
SOLUTIONS
We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
SOLUTIONS
Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
SOLUTIONS
Resources
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 to Brand
Sales gained to the brand, not just shifted within it.
Definition
Incremental to brand excludes cannibalization of your own SKUs when measuring impact.
How to Calculate
Subtract sales lost on sister SKUs from the focal item lift.
Why it Matters
Prevents overstating results.
Key Advantages
Gives a true brand view.
Example
Launch lifts flagship but reduces old size by 50 units, net is 150 incremental to brand.
Use it to
Measure how much incremental volume comes from new or increased sales to the brand after accounting for cannibalization. Use the read to judge portfolio benefit of a tactic.
