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SOLUTIONS
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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 to Category
Sales that grow the category, not just brand switching.
Definition
Incremental to category excludes share shifts from rivals to your brand.
How to Calculate
Compare category sales before and after, control for seasonality.
Why it Matters
Retailers value category growth.
Key Advantages
Shows true expansion of demand.
Example
Promo adds 300 units to the category total.
Use it to
Determine the extent to which incremental volume expands the overall category rather than shifting share among brands. Size category contribution to estimate total market effect.
