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SOLUTIONS
We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
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Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
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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.
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TERM
New Category Buyers
Households that enter the category for the first time in a period.
Definition
New category buyers did not buy the category in the prior window but did in the current one.
How to Calculate
Filter panel data by prior non-buyers who now purchased.
Why it Matters
Signals category expansion and trial.
Key Advantages
Useful to track launch impact.
Example
10,000 new buyers entered soup in Q1.
Use it to
Count households purchasing the category for the first time in the period to size expansion. Attribute gains to distribution, media, or pricing to decide how to sustain entry.
