- Sally Lyons Wyatt
- Jun 29
- 2 min read
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:
Macro pressures persist, modest relief in June: Consumers are stretched, as ongoing cost pressures, weak confidence, and reduced benefits constrain financial flexibility, with the personal savings rate remaining low at 3.0% in May. While easing gas prices and modest improvements in confidence may provide some relief, spending is expected to remain disciplined.
Higher consumer strain driving greater spending optimization: Spending remains constrained across CPG, with Retail F&B volume down -0.8% and Non-Food CPG units down -2.9% in the latest four weeks, as macro pressures push greater efficiency and control. Trends are stable relative to the prior period but are slower than earlier this year. All income groups are moderating, with slightly greater pullback among lower-income consumers.
Cutting excess, not compromising on desired outcomes: Across CPG, consumers are prioritizing what matters most, protecting enjoyment, health, and connection, while demanding clear value. Premium brands continue to hold, as shoppers are more willing to adjust how much they buy rather than what they buy, with more pressured consumers shifting to smaller sizes to maintain preferred products.
Price growth more stable recently in Retail F&B, but Non-Food accelerates: Price/mix growth largely held in Retail F&B at 2.4% in the latest four weeks, with some recent acceleration driven by the perimeter, especially fresh vegetables and the easing of year ago egg price comparisons. Center store pricing remains elevated but stable, as snacks and beverages show deceleration. Non-Food CPG price/mix grew 5.0% in the latest four weeks, up from 4.0% in Q1. While the recent acceleration is driven by price inflation across many segments, the majority of price/mix growth continues to be driven by premium innovation and mix.
