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Track business performance against key competitors at every stage of the product lifecycle.
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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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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.
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TERM
Trip Incidence
Percentage of trips that include the category or brand.
Definition
Trip incidence measures how often a product appears in baskets compared to total trips.
How to Calculate
Divide basket trips by total trips and multiply by 100.
Why it Matters
Shows penetration at the trip level and category relevance.
Key Advantages
Simple metric for comparing across categories.
Example
If 2,000 of 10,000 trips include cereal, trip incidence is 20 percent.
Use it to
Measure percent of trips containing the item to assess how often it enters baskets. Compare trip incidence by banner to identify where placement or pricing can improve inclusion.
