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 F&B volume in the latest four weeks was up 0.5%, rebounding after early November declines that were likely tied to SNAP benefit delays. Three consecutive weeks of growth through Thanksgiving were defined by continued emphasis on fresh and shelf-stable essentials while sweets (candy, bakery, cookies, etc.) and alcohol continued to underperform.

• Retail F&B price growth eased to 1.8% in the latest period, driven by declining produce, dairy, and egg prices as egg costs begin to cycle last year’s bird-flu highs. Beneath the slowing average, gradual price increases persist across packaged center-store items.

• Non-Food CPG units declined 1.8% in the latest four weeks, with the steepest drop during Black Friday week. Overall holiday shopping was muted, with General Merchandise units (e.g. apparel, tech, toys) down 4.0% in the latest four weeks. Softer General Merchandise results likely further pressured Non-Food CPG, as fewer shopping trips meant fewer opportunities for CPG basket add-ons.

• Non-Food CPG price growth ticked up to 3.7% in the latest period, compared to 2.9% in the prior period. The latest acceleration was driven by Black Friday mix shifts in mass beauty and price increases in kitchen products, particularly aluminum foils. Overall, non-food price growth remains largely mix-driven, although gradual shelf price growth continues in beauty, kitchen, and paper categories.

  
  

Thank you for following our tracker throughout the year. We’ll be taking a short pause for the holiday season and will return in January with an exciting update: Demand Signals and the Consumer Spend Tracker will be combined into a single monthly publication under the Demand Signals brand.

Please reach out with any questions and Happy Holidays!