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
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
Resources
Suggested solutions
measure demand
The Power of Complete
When you need a clearer view of what is happening in the market, what consumers are doing, and where growth is coming from, disconnected signals are not enough.
90%
census POS coverage in U.S. CPG sales
250K
household consumer panel
500M+
loyalty cards
1
connected platform
More than 7,000 companies choose Circana
Why complete demand data matters
Demand is harder to interpret than ever. Shopping paths are fragmenting. Channels are converging. Data is multiplying. Too often, organizations are left reconciling disconnected POS, panel, and web-scraping data, whether used in syndicated or custom solutions, instead of moving on a grounded understanding of what is happening and why.
The Measure Demand portfolio is designed to help you cut through complexity with a decision-grade view of demand so you can move your business forward with increased clarity and confidence.
RETAILER
You’re About to Cut 12% of SKUs in Salty Snacks. Will You Lose High-Value Baskets?
Analyze store-level POS and basket switching behavior to identify which low-performing SKUs drive true substitution vs lost baskets. Quantify the downstream impact on category revenue and margin before making cuts, then localize assortment by store cluster to preserve high-value demand while removing inefficiencies.
Media Leader
Your $20M Retail Media Budget Is Under Scrutiny. Did Your Campaign Actually Drive Incremental Sales?
Connect loyalty-linked exposure to POS sales, measuring true incrementality using pre and post campaign baselines instead of platform-reported metrics. Identify which channels and audiences delivered verified incremental lift, then reallocate spend toward the segments driving the highest return.
Brand Innovation
You’re Launching a New CPG SKU Nationally. Will It Hit Velocity Targets and Can You Deliver a Successful Launch?
Validate innovation by linking real consumer purchase behavior to POS performance, identifying demand drivers before launch. Track early adoption at the retailer and cohort level in near real time, allowing you to adjust distribution, pricing, or promotion to improve velocity and reduce failure risk.[
What Measure Demand is
Measure Demand is Circana’s market measurement portfolio: POS data, consumer panel data, and web-scraped data in one platform. By bringing together multiple measurement methodologies and insight you can connect what sold, who drove it, how behavior is changing, and why it matters in one place. The result is a complete, decision-ready view of results, potential, and what to do next.
That includes foundational market and consumer data measurement solutions such as Complete Market® and Complete Consumer™, end-to-end insights with Complete Food & Beverage®, and related capabilities that add context, flexibility, and category-specific depth. Together, these offerings help businesses answer a broad range of strategic and operational questions without losing consistency in how demand is measured and understood.
Verified
Make decisions based on what actually happened—grounded in audited, retailer-direct sales and real consumer behavior.
Complete
Align teams on a single, connected view of demand so decisions are faster, clearer, and consistently trusted across the business.
Decision-Grade
Turn connected demand insight into informed repeatable, in-market actions across the enterprise
Unified
Align teams on a single, consistent view of demand—eliminating conflicting narratives and enabling faster, more coordinated decisions across the business.
How the portfolio works
Measure Demand offers the decision-grade data coverage, accuracy, and accessibility organizations need to elevate their market and consumer intelligence. By delivering connected demand understanding, Circana helps teams move from discussion to execution with greater clarity, coordination, and consistency.
Bring together the right data sources for the right question.
No single source answers every business question. Circana combines market, consumer, and contextual signals deliberately, using each where it adds the most value. That helps organizations move beyond partial reads and build a stronger basis for planning, prioritization, and growth.
Anchor interpretation in what is most reliable.
Circana uses the best available data sources to maintain a complete cross-channel view of the market. In retail channels where point of sale data is available, our extensive POS coverage provides the strongest foundation for understanding what actually sold. Where it is not, we ensure the most accurate data possible is captured by pairing the right collection strategy with the right channel, delivering a complete, cross-channel view of demand.
Deliver insight through one connected platform.
Measure Demand’s portfolio of solutions are delivered through Circana’s connected technology environment, making it easier to move across datasets, workflows, and business questions without wasting time cobbling together fragmented data sources and rebuilding alignment each time. It gives organizations access to more of what they need in one place, supporting omnichannel analytics, custom views and hierarchies, and a faster path from measurement to interpretation and action.
How teams use Measure Demand solutions
The foundation of every growth decision begins with how you measure market and consumer demand and the data that fuels it. When that foundation is off, your decisions are too. But when your understanding of demand is grounded in reality, your decisions drive results.
Sales / Commercial Strategy
Where are the strongest opportunities to grow with key customers or retail partners?
How can we build stronger, data-backed stories for customer planning and joint business planning?
Which categories, brands, or items are gaining or losing momentum across the market?
Where should we prioritize distribution, merchandising, or customer investment?
How can we show where our performance is aligned — or misaligned — with market and shopper demand?
Insights / Consumer Strategy
Who is driving demand, and how is their behavior changing?
What consumer needs, motivations, or occasions are shaping purchase decisions?
Which consumer segments offer the strongest growth potential?
What do shoppers do before, during, and after purchase that could inform strategy?
How can we turn consumer understanding into clearer decisions across brand, portfolio, and activation planning?
Innovation
Where are the strongest whitespace opportunities in the market?
Which consumer needs or purchase patterns should shape our next move?
How can we size opportunities before investing in development or launch?
Which emerging trends, behaviors, or unmet needs signal where demand is headed next?
How is a new launch performing — and where is adoption accelerating or stalling?
How Measure Demand Works with your stack
Data Inputs
Meta, Google, TikTok, retail media, POS, CRM
Platform
Unify+
Outputs
Excel, PowerPoint, Unify+
Flexible data ingestion
Your data plus Circana data
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See the Power of Complete in Action
The Measure Demand portfolio connects consumers and markets, so brands have a clearer path to growth.
Related Solutions
TECHNOLOGY
Our Liquid AI technology equips decision‑makers with timely, context‑relevant intelligence exactly when it’s needed. It evolves with your business and enables a shift from reactive problem‑solving to proactive planning, allowing teams to concentrate on high‑value decisions rather than operational bottlenecks...
FAQs
How does Measure Demand’s portfolio differ from single-source measurement approaches?
Circana’s offerings are built on the idea that different business questions require different forms of evidence. Instead of forcing every decision through one lens, it provides the opportunity to combine market, consumer, and contextual signals in a more deliberate way to create a fuller picture of demand.
Why does data quality matter so much in demand measurement?
Critical business decisions should be guided by the best available data. Downstream decisions are only as strong as the demand foundation behind them. Stronger market and consumer measurement helps organizations reduce ambiguity, improve alignment, and make higher-confidence decisions across media, innovation, analytics, and other growth-driving priorities.
What is syndicated data?
Syndicated data is market or consumer data collected, aggregated, and standardized by a third party (such as Circana), then made available to multiple organizations as a shared view of performance, behavior, and trends. At Circana, our syndicated data helps businesses move beyond isolated reads to a more complete understanding of what is happening in the market, who is driving it, and where growth opportunities exist.
Who is the Measure Demand portfolio for?
Organizations that need a strong understanding of market performance and consumer behavior across categories, channels, and decision contexts will benefit most from what the Measure Demand portfolio has to offer. That includes CPG and general merchandise manufacturers, retailers, brokers, distributors, financial services, and government agencies.
