Circana's Demand Signals report provides a comprehensive picture of how shifting consumer behavior impacts the U.S. consumer packaged goods sector. Gain timely, data-backed insights that help support critical business decisions.

Highlights from this week’s edition:

Retail Food & Beverage

• Soft December volumes across Retail F&B

  • Volume fell 0.2% in December; a gradual slowdown as economic concerns weigh on demand. Shoppers are being more intentional with their spending – still leaving room for trade-up moments but ready to switch brands or cut back to save money as well.

• Sweets struggled this holiday, but at-home baking was a bright spot

  • Sugary treats faced continued challenges this holiday season with candy, cookies, and bakery items declining. However, at-home baking was a highlight with many baking mixes, doughs, and ingredients posting strong growth.

• Packaged food price growth accelerates

  • Many center-store aisles, notably snacks and shelf-stable meals, continue to show price growth acceleration through the end of the year, though Retail F&B totals are pulled down by price declines in dairy, eggs, and produce.

    
    

Non-Food CPG

• More cutbacks in Non-Food CPG this holiday

  • Units declined 2.3% this December as financial pressures and uncertainty drove shoppers to spend strategically, concentrating on priorities and eliminating excess.

• Shoppers are still willing to pay premiums for what they value

  • Despite overall non-food CPG softness, premium products continue to outperform as consumers prioritize quality and meaning. Health and personal care products were more resilient, reinforcing their position as top consumer priorities.

• Gradual price growth in isolated areas

  • Kitchen, paper products and cosmetics price growth continues to slowly accelerate through December.

    
    

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