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.

Key highlights from this period's report: 

• Additional compounding pressures - Additional macro shifts play out in March as more SNAP changes go into effect, gas prices rise from $3 to $4 on average, and increased tax refunds are distributed. While F&B spending is less volatile, these headwinds and tailwinds can have more impact on non-food CPG and other discretionary retail. In the past, sustained high gas prices have impacted convenience channel, foodservice, and general merchandise spend. However, the recent high gas prices have had little retail impact after one month of increase. 

Retail Food & Beverage

• Volumes stabilize after a volatile start to 2026 - After volatility in early 2026 driven by weather-related stock-ups, March volumes stabilized, with growth in the most recent two weeks. YTD volume is up 0.4%, suggesting essentials remain protected. At the same time, with compounding pressures continuing, consumers will continue to keep volumes in control.

  
  

• Low-income strain shows through trade-downs - While Retail F&B spend remains stable across incomes, signs of added pressure surface among lower-income households in price/mix trends, showing shifts toward more mainstream and private brands. With limited ability to cut units, low-income unit growth holds.

  
  

• Price growth steadies in latest period - Price growth stabilizes in the latest period at 1.8%, though gradual upward pressure is still expected as cost pressures persist. Higher oil prices, if sustained, could add further pressure.

Non-Food CPG

• Ongoing unit declines reflect more intentional consumer spending - Unit softness persists into early 2026, with trends returning to declines (2.8% in the latest four weeks) after a small, stormrelated lift in January. As the pullback began in the second half of 2025, current yearoveryear comparisons are still lapping a strong Q1 2025. Overall, despite more disciplined spending, consumers continue to trade into premium products, especially those tied to quality, wellness, and versatility.

  
  

• Recent uptick in price/mix growth was assortment-driven - NonFood CPG average price/mix growth increased to 4.8% in the latest period, largely driven by assortment shifts tied to retailer shelf resets, including selective swaps into more premium products. While overall true unit price growth remains relatively stable, cosmetics and kitchen products continue to show signs of item price acceleration.