By Lynn Petrack

It’s the color associated with creativity and royalty. It’s been the subject of song lyrics, plays, and books. It’s seen in nature through flora and fauna.

Somewhere in the middle of the color wheel and balancing the calmness of blue and excitement of red, purple is having a moment. In a culture where social media shapes trends, this vibrant hue is capturing attention across industries and categories. Circana’s insights and expert analysis support purple’s current power play.

Fashion with a Flourish

Consumers are adding a pop of color to their wardrobe as they seek clothes that reflect their personal palette and mood. Purple apparel was up 7% during the first quarter of 2026, per Circana’s Consumer Tracking Data.

Purple pro take:  "After years of quiet luxury, neutral toned wardrobes, and a Pantone Color of the Year that was quite literally white, shoppers are done playing it safe. Purple is that pivot. It is bold, it is intentional, and it is steeped in history. What you wear is the most personal statement you can make, and right now, consumers are choosing to be seen."  

- Kristen Classi-Zummo, Executive Director, Industry Advisor, Apparel, Circana

Purple gets a foothold, too: “For those who aren’t ready to commit to purple clothing, a handbag or shoe is an easy, wearable way to add a pop of color while still looking polished.”

- Beth Goldstein, Industry Advisor, Footwear and Accessories, Circana

Feeling at Home with Purple

The purple look extends to home settings, too, including accents, textiles, paint color, and more. Within home decor, Circana’s research from the first quarter of 2026 shows that decorative accessories overall grew across dollars and units.

Purple pro take: “We have seen color play a bigger role in housewares over the past few years in a variety of categories from dinnerware, bedding, and many other categories as consumers are seeking more bolder colors compared to the white we saw before the pandemic. In part, as health and wellness continued to be a growing need — especially mental wellness — bolder and brighter colors have seen growth. Purple is a powerful color in mental wellness, as it helps promote calmness and stability and promotes peace of mind.”

- Joe Derochowski, VP, Industry Advisor, Home and Home Improvement, Circana

The Eyes Have It

It’s not quite at 1980s level, but this trending color remains a literal bright spot in the makeup sector. Circana’s research shows that purple eyeliner grew by double digits during the first quarter of 2026, outperforming the segment. Dollar sales rose 19%, compared to the total category’s 5% lift, while units climbed 15% in that time frame.

Ube on the Menu

From major coffee chains to ice cream parlors to fine dining establishments, foodservice operators are brightening up their offerings by incorporating ube as an ingredient. Circana’s experts expect this root vegetable to continue to lend color to menus, especially as younger consumers find it appetizing and appealing to the eye.

Purple pro take: “Ube is the latest global flavor to show up on American restaurant menus. The yam, native to the Philippines, works well in desserts, coffee, and tea. Ube’s bright purple color lends itself well to social media popularity, a trend we’ve been seeing at Circana. Like many global flavors, ube is most popular with Gen Z consumers and it is also more popular with females.” 

- Brooks Berrodin, Director, Foodservice Thought Leadership, Circana 

Fresh Take on Purple Produce

Ube isn’t the only vegetable with a purple flex. Circana’s data shows that sales of fresh purple potatoes rose 6% in year-over-year (YoY) dollar sales and increased 10% in pound volume. Both dollar sales and pound volume of purple cauliflower increased 7% YoY while purple asparagus grew 11% in sales and 20% in pounds. Another purple darling in the fresh produce department: purple fresh beans, which spiked 85% in sales and 350% in pounds; this indicates strong interest, albeit in a small base segment.

Purple pro take: "We are seeing many examples of consumers craving unique and fun flavors, colors and textures to shake up the same-old in fresh foods! One clear example is in Fresh Produce: purple potatoes, asparagus, beans, and cauliflower are all showing growth year over year even though they are still only limitedly distributed. On the flipside, purple plums have always been offered but we're seeing growth in newer "hybrid" varieties of tree fruit that have fun colors and unique flavors.  Even in fresh fruits and veggies, shoppers seek fun!" 

- Jonna Parker, VP, Fresh Foods, Circana

Purple as a Powerful Brand Signal

Circana may track purple trends, but it was also presciently purple when it emerged as a new company following the merger of Information Resources, Inc. (IRI) and The NPD Group in 2022. When developing its brand, the team conducted a competitive industry assessment and launched a color-emotive study to understand how different colors drive psychological and physiological responses. Purple stood out and was the ultimate choice.

Purple pro take: “Purple is having a real moment right now as a power color, but for us, this wasn’t about following a trend. When we built the Circana brand, we took a thoughtful, research-led approach to understanding how color shapes perception and emotion. Purple rose to the top because it’s energetic, unexpected, and truly set us apart — capturing the spirit and vision we wanted Circana to represent from day one. It gave us something bold, confident, and ownable — a color that reflects who we are and helps make Circana instantly recognizable. It’s fun to see how purple has taken off as a trend, and we’re thrilled to have been ahead of the curve.”

– Misty Davis, Chief Marketing Officer, Circana