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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
60%
are already changing habits and budgeting for holidays, led by younger consumers and families.
Holiday Intentions Report 2026
Holiday planning started well before the first sale. See how early planning is shaping what shoppers buy this season.
Download Circana’s free 2026 U.S. Holiday Purchase Intentions Report today.
Company
Suggested solutions
TERM
Penetration
Percentage of households that buy in a period.
Definition
Penetration equals number of buying households divided by total households times 100.
How to Calculate
Divide buyer count by household universe and multiply by 100.
Why it Matters
New buyers drive long-term growth.
Key Advantages
Comparable across brands and categories.
Example
Brand reached 12 percent penetration this year.
Use it to
Calculate the percent of households that bought in the period to measure reach. Compare across markets and banners to direct growth efforts where household reach is lowest.
