Pre-pandemic, the skincare market had one major influencer setting the tone for many of the products U.S. consumers were reaching for: “clean” formulas. The clean beauty movement accelerated in the 2010s, driven by rising concerns about potential health risks associated with synthetic ingredients commonly used in skincare products. Rising to prominence in the beauty industry during a time when social media was also coming into its own power and influencer culture was strong, clean beauty brands capitalized on consumer interest in all things wellness-related and ushered in the idea of ingredient transparency.  Fast forward to 2025, however, and we see that clean skincare sales are declining, based on first quarter sales – suggesting that demand is waning. Today’s consumer is swapping skincare brands with a clean ingredient focus for those rooted in clinical expertise. In prestige beauty outlets, skincare accounts for the largest share of clean beauty product sales but has been declining since 2022.  One of the inherent and persistent dilemmas with the concept of “clean” is the lack of a universally accepted criteria or regulation, leaving the consumer confused on what “clean” means. Such ambiguity factors into why consumers are instead gravitating towards brands with a clearer, clinical heritage and backed by experts such as dermatologists, chemists, or other medical professionals.  It’s important to note that the underlying principles of clean beauty continue to align with consumer values for transparency and safety. Consumers want to know what ingredients they are putting on their skin and ensure the products they use are beneficial to them. Today’s consumer is not only self-educated but discerning, reading reviews and listening to experts on social media.  Innovation drives business forward and there are bright spots for the clean segment popping up in other areas of the beauty industry. Notably, clean fragrance brands are growing dollar sales by double-digits, led by improvements in alcohol-free formulations. The development of new technologies that create a more stable and high-quality emulsion that can hold scent is moving the needle and lifting sales. Without a doubt, clean beauty has carved its place in the industry as it embraces innovation across beauty categories and has opportunities to further mature in skincare. The clean trend may have started as a movement towards safe ingredients but has expanded to encompass sustainability and ethical practices in addition to transparency. With advancements in lab-grown ingredients and consumers’ continued interest in gentle but functional skincare, clean skincare will continue to evolve.

CHICAGO — May 15, 2025   — Circana, LLC  today announced the launch of its enhanced Total Market Sizing  solution, designed to revolutionize the way food professionals analyze and plan for growth. The solution offers an unparalleled, holistic view of the total food and beverage market, spanning both retail and foodservice channels, and delivers actionable insights for demand planning, strategic forecasting, category growth, and more. Leveraging Circana’s MULO+  with industry-leading Foodservice Market Sizing that utilizes unmatched data assets, including SupplyTrack®, ReCount®, and CREST®, the Total Market Sizing solution models data beyond traditional point-of-sale and invoice-level inputs to capture a comprehensive analysis of volume and dollars. This ensures a total view of the market with precision and accuracy, empowering clients to make data-driven decisions that drive results. “The food and beverage industry has struggled with fragmented data, making it hard to fully comprehend the opportunities within reach,” said Tim Fires, president of Global Foodservice at Circana. “Our Total Market Sizing solution transforms this by bridging the gap between retail and foodservice channels, providing our clients with a single, reliable source for planning, innovation, and go-to-market strategies.” One of the key differentiators of Circana’s Total Market Sizing solution is its ability to customize outputs to meet specific client needs. From identifying white-space opportunities to benchmarking performance at the category and operator levels, the solution offers scalable insights tailored to individual business priorities. “Circana’s Total Market Sizing solution is built on over a decade of industry leadership and innovation,” said Sheila McCusker, executive vice president and practice leader at Circana. “We’ve combined our depth of market knowledge with the most comprehensive data coverage in the industry to give our clients the confidence they need to make strategic decisions and uncover growth opportunities. It truly shifts the way CPG manufacturers think about data and the value it can bring to their organizations.” Key features and benefits of the Total Market Sizing solution include: Comprehensive Market Measurement:  Captures total food and beverage spend across retail and foodservice sectors through integrated analytics. Customizable Deliverables:  Provides outputs aligned with internal business categories and tailored insights on attributes such as flavor, pack size, and product form to fit client-specific needs. Strategic Applications:  Empowers teams to excel in demand planning, forecast category trends, target operator segments, and pinpoint opportunities for product innovation. Unmatched Data Breadth:  Foodservice covers 700,000 operator-level invoices over 1.2 million locations, tracks more than 800,000 annual consumer surveys, and integrates retail and foodservice market performance for a 360-degree view. In addition, MULO+ provides next-level market measurement with $1 trillion in point-of-sale (POS) coverage across core CPG channels.

Circana’s Key Takeaways Foodservice traffic is still down, -2% year over year through Q2 2024, but it’s resulted in gains for retail (+0.85%) Consumers’ shifting definition of value has caused a decline in mainstream CPG brands and growth in private label (+3%), premium (+2%), and super premium brands (+4%) Consumers are making more quick grocery trips compared to a year ago, increasing their trips by 8.7% while buying 11% fewer items Consumers have always modified their shopping habits in response to economic challenges. In the past five years, though, they’ve flipped the script, responding to compounded price growth, year over year, since 2019. There are signs inflation is easing – but even so, consumers face grocery prices 27% higher, or more, than they were before the pandemic. These forces have fundamentally changed how consumers define value, creating what we call “unscripted consumers.” These are people who don’t follow the usual spending patterns we’ve seen in other periods when growth has slowed. Since 2019, many grocery retailers have benefited from topline growth, but it has slowed. And while volume has returned in some channels and categories, others are still waiting. To recapture unscripted consumers and drive growth, retailers and brands first need to understand new consumer behaviors and implement several tactics aimed at meeting their evolving needs. Four ways consumers have changed their spending habits What differentiates today’s unscripted consumers from consumers in previous periods of slow growth is their pursuit of “pervasive value,” or a value that goes beyond price. Value can equate to time savings, quality, convenience, a type of indulgence, or other measures. The ways consumers seek value also differs now. Instead of engaging in one or two of the following behaviors, consumers may pursue several or all of them, including: Quicker, more frequent trips. All grocery trip types are growing. Quick trips (+8.9%) lead growth, but with fewer items (-11%) purchased per trip compared to a year ago. These trips include purchasing 2.1% more items from the perimeter, such as deli-prepared and heat-and-eat meals, and fewer center-of-store products. It’s important to note that the majority of sales come through stock-up trips.  Cutting back on foodservice.  Foodservice traffic is down (-2% year over year  through Q2 2024), but it’s resulted in retail gains (+0.85%) versus a year ago, as consumers prepare more meals at home. Trading to private label and premium brands. Consumers’ shifting value definition has caused a decline in mainstream CPG brands and growth in private label (+3%), premium (+2%), and super premium brands (+4%), compared to a year ago. This shift squeezes mainstream brands in the middle. Switching channels.  Consumers are shifting to value channels, which account for most trading-down behaviors. Mass and club channels continue to drive most food and beverage growth.  E-commerce for food and beverage, driven by store delivery, is growing. The convenience channel is declining. Three strategies for combating inflation-based spending Because these shopping trends are likely to persist well into 2025, retailers and brands need to dig deep to understand their consumers and change some of their tactics to recapture growth. Here are three focus areas to consider: Highlighting unique attributes. When consumers plan their purchases, they often look for products that offer more benefits than their primary purpose. Beverages, for example, offer more than just hydration – they can provide protein, vitamins, probiotics, an energy boost, and more. Whether they’re looking for other attributes like this because of their dietary or life stage needs, or just personal preference, retailers and brands can help communicate new and different attributes  through digital ads, social media, shelf communications, and mobile apps.   Use assortment strategy to provide more options and tiers.  It’s still essential for retailers to understand their customer base. For example: Eating habits.  For example, the uptick in use of GLP-1 medications means more consumers seek smaller or single-serving snack sizes. Demographics.   Hispanic consumers  shopping for intergenerational households may look for bulk products. Flavor.  Consumers find joy in new flavors – having a core selection, along with surprising and delightful new combinations, can drive purchases. Tiered options.  Retailers should aim to sell a variety of products at different price points to cater to shoppers at different income brackets. Engage consumers with targeted messaging . Reaching consumers with the right message at the right time is more important than ever. Retailers and brands can engage consumers throughout the day and the year and across occasions and dayparts. Morning, midday, snacking, birthdays, and holidays offer unique engagement moments – tailoring messages to these specific occasions can enhance consumer connection and drive engagement. Subscribe for Circana Insights Inflation has forced consumers to make deliberate, value-driven decisions about where, when, and how to shop, and this is likely to continue in the near term. They are also focused on making more informed decisions when it comes to determining value, and that’s one behavior that’s sure to stick. Understanding more about your audience and ensuring your portfolio can meet their needs today and over the next few years can help you boost growth.

Circana business tools provide in-depth consumer behavior data, industry trends, and expert analysis of market research to drive business growth. EMBRACE TRANSFORMA TI ON Growth Summit 2025 What made Circana Growth Summit 2025 THE industry event for so many of the world’s leading brands and retailers? See the highlights All Case Studies CASE STUDY MARKETING LIFT Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Data Unmatched data set, state-of-the-art technology, and domain expertise Tech The most integrated, most customizable, and fastest technology platform Science Foresight and innovation are in our DNA People Deep industry expertise the world’s leading brands rely on RETAIL • MEDIA • MARKETING • ANALYTICS • SUPPLY CHAIN • INNOVATION • MEASUREMENT • CONSUMER • MARKET Play Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. 5.8T Global Consumer Spend 2,000+ Categories Tracking CPG, GM, Retail, and Foodservice 500,000+ Stores $1B+ Technology Investment Take immediate action to future-proof and evolve your growth strategies in an increasingly complex, fast-paced, ever-changing economy. Through an unmatched data set, state-of-the-art technology, and domain expertise, Circana is poised to lead the AI revolution across the retail, manufacturing, and consumer packaged goods industries. Uncover the right solution within 4 clicks Get Started Resources Thought leadership, insights, reports, and webinars to help you spark business growth and innovation. Resources Industries Covering 26 industries across CPG, general merchandise, and more, so you can solve business problems. Industries Solutions With the right panel and the right insights, you can get the right outcomes. Solutions Company Built on the foundation of IRI and NPD, two of the world’s leading market information companies. Company Resources Hear from our thought leaders, explore new perspectives, and gain access to new reports and webinars. View All FEATURED | GROWTH LEADERS HUB 2024 U.S. CPG Growth Leaders Circana’s 13th annual U.S. CPG Growth Leaders Report explores how the most successful CPG manufacturers, including companies with $100 million to $8 billion or more in annual sales, use innovation and value-driven strategies to outperform their peers. Circana’s research shows CPG companies prioritizing consumer needs and authenticity thrived in 2024. Growth Leaders Hub LATEST INSIGHTS Blog What it Means to be Clean Press Releases Circana Unveils Total Market Sizing Solution for Foodservice and Retail Industries Webinars 2025 China Foodservice Trend and Oversea Playbook in U.S. Press Releases Europe’s FMCG sector withstands economic volatility, propelled by €680 billion growth in essential goods, reports Circana Reports Welcome to the CPG Consumer Spend Tracker Don't take our word for it. Here’s what our clients are saying … Rich Seifrid Manager, Advanced Analytics What we needed was the ability to measure the Covid response, and Circana’s monthly sensitivities gave us the real time view of the consumer response, allowing us time to align to actions over time. We chose Circana for this effort because we have a great existing relationship with them, and the Monthly Sensitivities blends well with what we already have in place. Kiersten Hafer Vice President of Strategy and Domestic Market Development We had a very underdeveloped and underutilized product in our portfolio and we really wanted to determine how to unlock growth related to that specific product. The unique difference with the Circana solution was using consumer behavior in an in-store test using real data dollar sales to predict the impact. We learned a lot through the project and the partnership with Circana. Ben Tiener Director, Gulp Media Network, 7-Eleven 7-Eleven has worked with Circana for a long time, as our data partner of record for broader analytic purposes. As we then launched Gulp Media Network, it was a natural fit to lean on that expertise, knowledge of our business, and the capabilities that Circana brought to build audiences and and to analyze efficacy of media campaigns. When I think about Gulp Media Networks opportunities over the next year, we're excited about how we're able to bring customer data to influence media campaigns for our manufacturing partners. Scan Carousel Left Scan Carousel Right Join more than 7,000 clients and partners worldwide Ready? Ready? Ready? Ready? Contact us to find out how you can increase sales and market share, make better predictions, and increase profit. Contact Us Find an Office View all solutions that Measure Demand Accelerate Demand

Circana business tools provide in-depth consumer behavior data, industry trends, and expert analysis of market research to drive business growth. EMBRACE TRANSFORMA TI ON Growth Summit 2025 What made Circana Growth Summit 2025 THE industry event for so many of the world’s leading brands and retailers? See the highlights All Case Studies CASE STUDY MARKETING LIFT Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Data Unmatched data set, state-of-the-art technology, and domain expertise Tech The most integrated, most customizable, and fastest technology platform Science Foresight and innovation are in our DNA People Deep industry expertise the world’s leading brands rely on RETAIL • MEDIA • MARKETING • ANALYTICS • SUPPLY CHAIN • INNOVATION • MEASUREMENT • CONSUMER • MARKET Play Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. 5.8T Global Consumer Spend 2,000+ Categories Tracking CPG, GM, Retail, and Foodservice 500,000+ Stores $1B+ Technology Investment Take immediate action to future-proof and evolve your growth strategies in an increasingly complex, fast-paced, ever-changing economy. Through an unmatched data set, state-of-the-art technology, and domain expertise, Circana is poised to lead the AI revolution across the retail, manufacturing, and consumer packaged goods industries. Uncover the right solution within 4 clicks Get Started Resources Thought leadership, insights, reports, and webinars to help you spark business growth and innovation. Resources Industries Covering 26 industries across CPG, general merchandise, and more, so you can solve business problems. Industries Solutions With the right panel and the right insights, you can get the right outcomes. Solutions Company Built on the foundation of IRI and NPD, two of the world’s leading market information companies. Company Resources Hear from our thought leaders, explore new perspectives, and gain access to new reports and webinars. View All FEATURED | GROWTH LEADERS HUB 2024 U.S. CPG Growth Leaders Circana’s 13th annual U.S. CPG Growth Leaders Report explores how the most successful CPG manufacturers, including companies with $100 million to $8 billion or more in annual sales, use innovation and value-driven strategies to outperform their peers. Circana’s research shows CPG companies prioritizing consumer needs and authenticity thrived in 2024. Growth Leaders Hub LATEST INSIGHTS Blog What it Means to be Clean Press Releases Circana Unveils Total Market Sizing Solution for Foodservice and Retail Industries Webinars 2025 China Foodservice Trend and Oversea Playbook in U.S. Press Releases Europe’s FMCG sector withstands economic volatility, propelled by €680 billion growth in essential goods, reports Circana Reports Welcome to the CPG Consumer Spend Tracker Don't take our word for it. Here’s what our clients are saying … Rich Seifrid Manager, Advanced Analytics What we needed was the ability to measure the Covid response, and Circana’s monthly sensitivities gave us the real time view of the consumer response, allowing us time to align to actions over time. We chose Circana for this effort because we have a great existing relationship with them, and the Monthly Sensitivities blends well with what we already have in place. Kiersten Hafer Vice President of Strategy and Domestic Market Development We had a very underdeveloped and underutilized product in our portfolio and we really wanted to determine how to unlock growth related to that specific product. The unique difference with the Circana solution was using consumer behavior in an in-store test using real data dollar sales to predict the impact. We learned a lot through the project and the partnership with Circana. Ben Tiener Director, Gulp Media Network, 7-Eleven 7-Eleven has worked with Circana for a long time, as our data partner of record for broader analytic purposes. As we then launched Gulp Media Network, it was a natural fit to lean on that expertise, knowledge of our business, and the capabilities that Circana brought to build audiences and and to analyze efficacy of media campaigns. When I think about Gulp Media Networks opportunities over the next year, we're excited about how we're able to bring customer data to influence media campaigns for our manufacturing partners. Scan Carousel Left Scan Carousel Right Join more than 7,000 clients and partners worldwide Ready? Ready? Ready? Ready? Contact us to find out how you can increase sales and market share, make better predictions, and increase profit. Contact Us Find an Office View all solutions that Measure Demand Accelerate Demand

Circana business tools provide in-depth consumer behavior data, industry trends, and expert analysis of market research to drive business growth. EMBRACE TRANSFORMA TI ON Growth Summit 2025 What made Circana Growth Summit 2025 THE industry event for so many of the world’s leading brands and retailers? See the highlights All Case Studies CASE STUDY MARKETING LIFT Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Data Unmatched data set, state-of-the-art technology, and domain expertise Tech The most integrated, most customizable, and fastest technology platform Science Foresight and innovation are in our DNA People Deep industry expertise the world’s leading brands rely on RETAIL • MEDIA • MARKETING • ANALYTICS • SUPPLY CHAIN • INNOVATION • MEASUREMENT • CONSUMER • MARKET Play Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. 5.8T Global Consumer Spend 2,000+ Categories Tracking CPG, GM, Retail, and Foodservice 500,000+ Stores $1B+ Technology Investment Take immediate action to future-proof and evolve your growth strategies in an increasingly complex, fast-paced, ever-changing economy. Through an unmatched data set, state-of-the-art technology, and domain expertise, Circana is poised to lead the AI revolution across the retail, manufacturing, and consumer packaged goods industries. Uncover the right solution within 4 clicks Get Started Resources Thought leadership, insights, reports, and webinars to help you spark business growth and innovation. Resources Industries Covering 26 industries across CPG, general merchandise, and more, so you can solve business problems. Industries Solutions With the right panel and the right insights, you can get the right outcomes. Solutions Company Built on the foundation of IRI and NPD, two of the world’s leading market information companies. Company Resources Hear from our thought leaders, explore new perspectives, and gain access to new reports and webinars. View All FEATURED | GROWTH LEADERS HUB 2024 U.S. CPG Growth Leaders Circana’s 13th annual U.S. CPG Growth Leaders Report explores how the most successful CPG manufacturers, including companies with $100 million to $8 billion or more in annual sales, use innovation and value-driven strategies to outperform their peers. Circana’s research shows CPG companies prioritizing consumer needs and authenticity thrived in 2024. Growth Leaders Hub LATEST INSIGHTS Blog What it Means to be Clean Press Releases Circana Unveils Total Market Sizing Solution for Foodservice and Retail Industries Webinars 2025 China Foodservice Trend and Oversea Playbook in U.S. Press Releases Europe’s FMCG sector withstands economic volatility, propelled by €680 billion growth in essential goods, reports Circana Reports Welcome to the CPG Consumer Spend Tracker Don't take our word for it. Here’s what our clients are saying … Rich Seifrid Manager, Advanced Analytics What we needed was the ability to measure the Covid response, and Circana’s monthly sensitivities gave us the real time view of the consumer response, allowing us time to align to actions over time. We chose Circana for this effort because we have a great existing relationship with them, and the Monthly Sensitivities blends well with what we already have in place. Kiersten Hafer Vice President of Strategy and Domestic Market Development We had a very underdeveloped and underutilized product in our portfolio and we really wanted to determine how to unlock growth related to that specific product. The unique difference with the Circana solution was using consumer behavior in an in-store test using real data dollar sales to predict the impact. We learned a lot through the project and the partnership with Circana. Ben Tiener Director, Gulp Media Network, 7-Eleven 7-Eleven has worked with Circana for a long time, as our data partner of record for broader analytic purposes. As we then launched Gulp Media Network, it was a natural fit to lean on that expertise, knowledge of our business, and the capabilities that Circana brought to build audiences and and to analyze efficacy of media campaigns. When I think about Gulp Media Networks opportunities over the next year, we're excited about how we're able to bring customer data to influence media campaigns for our manufacturing partners. Scan Carousel Left Scan Carousel Right Join more than 7,000 clients and partners worldwide Ready? Ready? Ready? Ready? Contact us to find out how you can increase sales and market share, make better predictions, and increase profit. Contact Us Find an Office View all solutions that Measure Demand Accelerate Demand