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: 

Retail Food & Beverage

Winter weather creates week-to-week volatility in early 2026, but volume is up year to date

Weather-induced stockups during the week of Jan. 25 pulled demand forward, resulting in declines in the following weeks. Volume is down 2% in the latest four weeks but still up 0.5% year to date. Fresh products recovered more quickly, while shelfstable goods continue to decline as consumers work through pantry stocks.

Ongoing health shifts reflected in micro-holiday results 

Super Bowl week saw higher relative strength in fresh, snacks, and at-home baking as sweets and alcohol struggled. Valentine’s Day mirrored these shifts with snacks, fruit, and low-calorie carbonated soft drinks up at the expense of candy and wine. 

Slow price acceleration in center store items

Most center store categories show gradual price acceleration through the latest four weeks, but eggs, dairy, and produce continue to pull down averages. 

Non-Food CPG

Storm stockups pulled demand forward, driving softness in the following weeks

Weatherdriven stockups during the week of Jan. 25 shifted purchasing forward, creating declines in subsequent weeks. Units dropped 3.6% in the latest four weeks and remain down 1.4% yeartodate, consistent with Q4 trends as consumers limit excess purchases.

Price growth ticks up in early 2026, but remains primarily mix driven

NonFood CPG average price/mix growth is 3.2% year-to-date, with a brief January slowdown tied to stormrelated mix shifts. Overall, most price growth continues to come from mix and assortment changes, including tradeups to premium brands and larger pack sizes. A few isolated kitchen and cosmetics categories still show high true price growth.