Purchase To Consumption: U.S. Food & Beverage Market + Consumer Data

MARKET AND CONSUMER

Purchase to Consumption:

Turn Food and Beverage Occasions Into Measurable Growth

Purchase to Consumption™ is a proprietary market and consumer intelligence solution connecting food and beverage purchase and consumption behaviors across the same consumers, providing a unified view of what people buy, consume, and experience across channels for greater understanding of the complete food and beverage journey.

$1T

CPG food and beverage purchases linked to consumption

270K

Active annual static receipt panelists

900K

Annual consumption occasions captured

40+

Number of years tracking food and beverage consumption

Speak to one of our F&B specialists

Explore Purchase to Consumption

THE PROBLEM

Disconnected Data Equals Missed Opportunities

Today's U.S. food and beverage market is evolving quickly. Winning today requires a deeper understanding of the food and beverage consumers. Without visibility into linked purchase and consumption behavior across the same consumers, critical insights are lost, resulting in missed growth potential and market opportunity.

Gaps across the food and beverage journey.

Disconnected purchase and consumption data leaves key gaps across the food and beverage journey, resulting in limited visibility of consumers and their habits.

Incomplete Strategy.

Without a linked view, teams cannot see how occasions affect both manufacturers and retailers so strategy rests on partial evidence.

Opportunities that cannot be sized.

Without linked category, occasion, competitive, and innovation insights, teams cannot size and rank occasion-based growth opportunities.

Purchase to Consumption is a unique solution to eliminate these friction points by unifying market and consumer measurement across the food and beverage industry.

THE DIFFERENCE

What Sets Purchase to Consumption Apart

Gain
Advantage

Uncover today’s eating and drinking purchase and occasion behaviors to pinpoint new insights and opportunities.

Inspire
Strategies

Understand how consumers actually use products to gain deeper consumer insights to fuel demand-driving strategies

Prioritize
Opportunities

Size and prioritize opportunities by connecting what shoppers buy to when, how and why they consume it.

Occasion Dollars

Size Growth Where It Actually Happens

One of the most powerful outcomes of Purchase to Consumption is the ability to valuate consumption occasions.

By linking consumption behavior to consumer price paid, food and beverage teams can:

Quantify the dollar value of specific eating and drinking occasions.

Identify under developed occasions within priority buyer groups.

Size fair share gaps and prioritize where to invest first.

This enables brands to focus on the occasions that matter most based on measurable opportunity, not intuition.

Backed by Circana’s leading food and beverage data coverage, Purchase to Consumption helps teams and businesses act with confidence and move forward with clarity — seeing what’s really happening across purchase and consumption so they can make smarter decisions and accelerate growth.

USE CASES

How Clients Use Purchase to Consumption

The key question answered

How can purchase and consumption data together help strengthen my brand?

Food and beverage growth is driven by occasions – when, how, and why consumers eat and drink. When purchase and consumption data are disconnected, brands struggle to see which occasions are growing, which are under-developed and where their portfolios truly win or lose. Purchase to Consumption closes that gap so teams can move from siloed assumptions to action.

Food and Beverage Teams

Identify under developed occasions to fuel growth strategies.
Size innovation opportunities based on real consumption behavior.
Align brand, portfolio, and activation strategies to how consumers eat and drink throughout the day.
Strengthen retailer conversations with occasion-based, dollarized insights.

The key question answered

What is the retailer value of using this data?

Purchase to Consumption data allows retailers to view consumer purchase and consumption gaps, gain greater competitive advantage in market, understand consumers motivation to design innovative marketing strategies/programs, and future-proof with evolving category and retail trends.

Retailers

Gain competitive advantage with a unique view of consumer food and beverage consumption of your and your competitors’ customers.
Understand consumer food and beverage habits to design and drive promotions specific to customers, informed by actual consumption data.
Develop aisle and merchandising strategies designed to attain retailer fair share of occasions.

The key question answered

What advantage does this solution bring to my business?

While often being the intermediary and connection between consumers and retailers, food operators and distributors must be knowledge about both the consumers and retailers. Having the ability to tap and gain perspective into the consumer, retailer, and category landscape will help inform and ignite more complete, aligned actions.

Food Operators and Distributors

Uncover pockets of opportunity generated by consumption and needs/motivation at the channel, retailer, and operator level to anticipate future action.
Identify in-home and away-from-home consumer and retail occasions that represent the greatest dollar opportunity for growth.
Develop business strategies based on deeper, more holistic insights.
Monitor emerging trends in how consumers approach quick meals, involved meals, between meal snacks, special occasions, and more to improve retailer relationships.

UNDERSTANDING PURCHASE TO CONSUMPTION

What Purchase to Consumption Covers

Purchase to Consumption enables food and beverage teams to

Track all-day food and beverage purchase and consumption behavior from the same consumers.

Understand consumption occasions across who, what, when, where, how, and why.

Link consumption to price paid to quantify opportunity.

Compare occasion performance across buyer groups and retailers.

Identify pockets of opportunity across in home and away from home moments.

Purchase to Consumption Foundation

SOLUTION	PROPERTIES
Complete Consumer®	A 360-degree understanding of the consumer, tracking nearly every purchase across every channel where consumers shop. ● 270,000 annual active static receipt panelists by end of 2026. ● UPCs in dictionary, 310,000 items added per week. ● 1,100 U.S. retail partners to ensure accurate calibration to POS truth.
National Eating Trends® (NET)	Provides robust and deep understanding of consumer in-home and away-from-home eating and drinking occasions. ● 900,000 annual consumption occasions. ● $1 trillion CPG food and beverage purchase linked to consumption to valuate occasions. ● Consumption behaviors for all ages, infants to adults,weighted by U.S. Census.

Unlock New Insights With Purchase + Consumption

Linking purchase behavior to the food and beverage consumption habits of those same consumers unlocks new insights and drives action to:

Grow your business

Gain a competitive advantage

Inform innovation

Address category trends

Design promotional programs

Impact strategies

Ready to get started with Purchase to Consumption

See how Purchase to Consumption can help your team understand market performance, uncover growth opportunities, and respond to changing consumer and retail trends with confidence.

Frequently Asked Questions

What data does Purchase to Consumption combine?

It combines Complete Consumer™ data, a receipt-panel view of purchases across channels, with National Eating Trends® (NET®) data, which captures in-home and away-from-home eating and drinking occasions for all ages.It combines Complete Consumer data, a receipt-panel view of purchases across channels, with National Eating Trends (NET) data, which captures in-home and away-from-home eating and drinking occasions for all ages.

What are consumption occasions?

A consumption occasion is a specific instance of eating or drinking. Purchase to Consumption describes each occasion by who, what, when, where, how, and why, and captures 900,000 consumption occasions per year.

What are occasion dollars?

Occasion dollars are a Purchase to Consumption measure of the dollar value of eating and drinking occasions, based on price paid. Teams use them to size opportunity, compare retailers, and decide which occasions to invest in first.

How is Purchase to Consumption different from receipt-panel data or NET alone?

Receipt-panel data shows what consumers buy, and NET shows what they eat and drink. Purchase to Consumption links the two for the same consumers, so teams can attach a dollar value to occasions and compare occasion performance across retailers and buyer groups.

Who uses Purchase to Consumption?

Category, brand, and insights teams at food and beverage manufacturers, retailers, foodservice operators, and distributors.

Does Purchase to Consumption cover away-from-home eating and drinking?

Yes. It identifies opportunity across both in-home and away-from-home moments.

How does Purchase to Consumption relate to Complete Food & Beverage?

Complete Food & Beverage® is Circana's broader solution that unites retail, CPG, foodservice, and consumption data. Purchase to Consumption is the part that links receipt-panel purchases to consumption occasions for the same consumers.

View all solutions that

Measure Demand

Accelerate Demand

industry expertise

Turn Food and Beverage Occasions Into Measurable Growth

Disconnected Data Equals Missed Opportunities