The merger of IRI and NPD ― now Circana ― brings together data and expertise from 20 industries, including CPG, general merchandise, and foodservice. These combined resources across 30 shopping channels, hundreds of retailers, and more than 1,200 categories enable Complete Wallet™, the most complete view of what, where, how, and when consumers buy. Patty Altman and Michelle Bennett, executive vice presidents of Consumer and Shopper Insights at Circana, describe the opportunities Complete Wallet unlocks.  


  • Timely information — fueled by receipt panel data, consumer surveys, and myriad other data sets and technologies — identifies consumer lifestyle shifts as they happen in real time.  
  • Brands, retailers, and other industry players are able to expand their perspective on the shopper to identify new opportunities for growth.  
  • This more complete view also identifies consumer purchasing priorities across all categories as well as by shopper type, from SNAP recipients to generational cohorts.