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: 

• Compounding consumer headwinds – Macro pressures persist through April as consumer confidence remains low, gas prices reach $4.26, and SNAP participation declines -9%. Such ongoing pressures continue to push consumers to spend carefully and find incremental ways to save. To date, reduced SNAP participation is showing up in higher non-EBT spending for F&B. Gas supplies are holding steady and retail sales show limited impact; this is likely to shift with prolonged elevated prices as consumers adapt. Higher tax refunds have provided some near-term relief, although less than expected. Overall, compounding pressures are expected to weigh more on discretionary spending.​ ​

  
  

Retail Food & Beverage​

• Consumer sentiment and Easter timing impacted this year’s holiday performance - Retail F&B volume declined -1.3% over the latest four weeks, a slowdown versus yeartodate trends, driven by softer Easter performance. In 2025, Easter was particularly strong, in part due to later spring timing (April 20), creating a more challenging yearoveryear comparison. However, even comparing against 2024, when holiday timing was similar, this year’s Easter was lower in volumes. Softness was witnessed across the store, reflecting weaker consumer sentiment and increased caution. ​

• Price growth stable but future pressures continue - Retail F&B price growth held at +1.9% in the latest four weeks. However, cost pressures are expected to persist—particularly if elevated oil prices are sustained. Higher oil costs are likely to impact fresh categories first, especially those reliant on refrigerated or longdistance transportation, as well as fertilizerintensive farming.​

Non-Food CPG​

• As Non-Food CPG units soften, key consumer priorities remain - NonFood CPG trends remain soft, with dollar sales growth slowing to 1.6% in the latest period versus 2.5% yeartodate. As consumer confidence falls to historic lows, spending remains cautious overall; however, consumers continue to prioritize “little luxuries” that matter most—supporting premium quality, time-saving convenience, and wellnessdriven products. ​

• Spring assortment resets and selective price actions drive recent price growth acceleration - NonFood CPG price/mix growth accelerated to 5.3% in the latest period. The recent uptick was driven largely by assortment premiumization tied to shelf resets, alongside selective price increases. Assortmentdriven price growth is evident across segments, with the strongest impact in Cosmetics and most pronounced within Mass and Club channels.​