Are you ready to break through the noise and reach the guests who matter most? In today’s crowded media landscape, every campaign needs to deliver more than impressions—it needs real results. Whether you’re a restaurant brand, media buyer, creative agency, or CPG company, Circana’s Audiences unlock the power of deep consumer insight and precision targeting. Discover how you can drive traffic, boost loyalty, and launch offers that truly connect—using data-driven audiences built for your business. Watch now to see how leading restaurant brands are turning campaigns into genuine connections and measurable growth. Let’s dive in and get inspired to take your next campaign further. Circana Speakers: Michelle Goodmanson, Executive Director, Foodservice Kelli Wong, Media Product Manager

Table of Contents: Why Demand Forecasting Matters The Evolution of Demand Forecasting Techniques How to Improve Forecast Accuracy and Speed for Greater Profitability Update Demand Forecasting Capabilities with Circana Demand forecasting has significantly transformed over the past few years. Headwinds such as still-stubborn inflation, elevated interest rates, tight labor markets, and geopolitical uncertainties have altered the ways that retailers and manufacturers assess and respond to their respective demands, while shifting consumer behaviors and increasingly splintered retail channels challenge traditional approaches. At the same time, the growing reliance on technologies including machine learning (ML), automation, and predictive analysis is reshaping how businesses go to market and making some previous practices outdated.  Timing is one of the biggest changes. Traditional forecasting was based on historical data, using past sales trends to predict future demand.  Now, many retailers and brands seek to gauge trends in real time or almost-real time using advanced technologies. They can access data swiftly and also factor in external and often-unanticipated circumstances like extreme weather or viral TikTok trends.  Why Demand Forecasting Matters Although methods are evolving, demand forecasting remains an important business discipline. Demand forecasting , at its heart, is the systematic process of projecting future consumer demand to inform short-term and sometimes immediate decisions as well as longer-term initiatives.  Both industry sectors rely on demand forecasting plans. Manufacturers need to understand consumer demands and their customers’ needs as they source raw material, run their lines, manage supply chain strategies , determine inventory, and make decisions for retail customers. Retailers, meanwhile, rely on forecasts to determine what’s happening across categories and markets.  From new product development to seasonal promotions to the need to cut waste and optimize workforces, forecasting  is critical to both retail and CPG operations and, ultimately, their profitability. In turn, data is critical in demand forecasting. Clean and harmonized data enables retailers and CPGs to get it right more often, so they can retain their already-slim margins in a hyper-competitive environment.  The Evolution of Demand Forecasting Techniques The ability to forecast demand with data-driven precision is foundational to operational efficiency, profitability, and customer satisfaction. To optimize data for better forecasts, it is important to learn more about the different methods of collecting and using information. Traditional quantitative and qualitative methods Retailers and brands have long used quantitative data to predict demand. Historical data helps identify seasonal or cyclical trends. This kind of quantitative data, which includes moving averages, regression analysis, and exponential smoothing, among other methods, has also proven useful in understanding how specific variables like promotions, economic conditions, and competitive pricing impact sales and volume. Qualitative methods are often integrated with quantitative methods to get a better perspective for forecasting. These qualitative methods range from market research to panels of experts, also known as the Delphi Method. Emerging methods are changing the game Accelerations in technologies like ML have increased the accuracy of predictions, sometimes dramatically. In addition to analyzing vast datasets and integrating complex and multiple variables to streamline processes and identify problem areas, such tools can detect even subtle shifts in consumer behavior that might not have otherwise been discovered.  The most significant outcome of these enhanced capabilities is the ability to make near-real-time adjustments. Retailers and brands, at crucial times in their business, can consult dynamic forecast updates and respond immediately, whether an issue is related to supply chain volatility , geopolitical event, or other situation. These teams can also benefit from automated alerts for inventory issues or spikes in demand. Human judgment remains relevant It’s important to note that although high-tech tools are valuable and affect forecasting practices, human intervention remains crucial. Humans across many levels of a company play an important part in fine-tuning models, especially in cases of rapid growth or decline.  How to Improve Forecast Accuracy and Speed for Greater Profitability Retailers and manufacturers are expanding their demand forecasting  approaches at a pivotal time, as companies of all sizes and types face simultaneous pressures to stay competitive, optimize operations, and meet consumer expectations. Using improved methods, while also leveraging historical data that sheds insights into reliable seasonal and cyclical trends, helps retailers and CPGs navigate challenges and maximize profits. There are several ways to optimize demand forecasting across all methods to ensure that the right products reach the right consumer at the right time and place. Get a complete perspective with both holistic and granular data Broad data sets are useful because they provide a comprehensive assessment. Historical trends and competitive benchmarks provide a bird’s-eye view of the operating environment and the larger competitive landscape. Meanwhile, granular data can be a differentiator in demand forecasts. Larger retailers and brands, in particular, can utilize granular data effectively to spot trends or problems and take quick action. Smaller companies may not have the same kind of flexibility or resources for investment, but rapidly accelerating technologies are making granular data more accessible and affordable, making improved forecasting available to suppliers of all sizes. Benefit from customization The availability of actionable insights in a real-time environment has led to the development of more tailored forecasts. Custom models and data assets are used to create forecasts that are both understandable and actionable, because they relate directly to what is going on with a particular location or product line. Take an omnichannel approach Consumers are shopping more channels, often simultaneously. Their habits are not siloed, and demand forecasts shouldn’t be siloed, either. Given today’s omnichannel marketplace, forecasts must account for both online and in-store needs and trends. Creating a unified view of consumer demand requires technology platforms that can aggregate and analyze omnichannel data for a better understanding of the complete customer experience. Inventory management needs may vary by channel but should look and feel unified to consumers. Collaborate for improved forecasts Collaborative forecasting improves the effectiveness of demand forecasting . Retailers, manufacturers, and third-party data providers like Circana can work together to create more accurate plans and build stronger relationships. There are several benefits to joint efforts. For example, each party has unique signals that reduce variance in forecasts. Retailers can share POS and loyalty data, while manufacturers can provide information on innovation pipelines and trade plans. Circana delivers a holistic context with macro, market, and category data. Taken together, those shared views align inventory, improve on-shelf availability, and enhance resilience with joint scenario planning around potential disruptions related to supply shocks, weather events, tariffs or other situations. Such collaborations can also help rein in costs. Improved forecasts reduce costly over- or under-stocking and result in more efficient ordering. Collaborative forecasting works especially well for seasonal merchandising and promotional events, when accurate inventories and execution are pivotal. For example, real-time information ensures that a store stocks enough of a popular brand of jarred gravy ahead of the Thanksgiving holiday in the U.S. In addition to real-time and near-real-time monitoring, collaboration can assist in post-event analysis, through structured shared readouts.   Why third-party data adds value A third-party partner like Circana strengthens collaboration. Neutral forecasts avoid inherent internal biases and are valuable in building trust at the leadership level.  Circana also offers data harmonization at scale, to unify hierarchies that may differ by retailer or by channel. Granular and broad data sets from a single source of truth add context for true market signals that lead to more informed decisions.  Update Demand Forecasting Capabilities with Circana The goal of modern demand forecasting is not simply to predict the future but to understand the drivers behind it. By leveraging holistic data and engaging in scenario planning, organizations can transition from a reactive approach to a proactive, data-informed strategy. Circana’s Forecasting solutions  are based on complete data to give retailers and manufacturers the ability to create and deploy effective strategies. Our Liquid Supply Chain ™ solution allows you to ensure your strategic plans are being executed and give near real-time visibility to when and where changes should be made to ensure success.

Circana’s comprehensive weekly updates on the U.S. consumer packaged goods sector monitor the impact of macroeconomic factors, including tariffs, on volume, price, and supply, providing valuable insights to support critical business decisions. Highlights from this week’s edition: Retail F&B volume declined 0.5%  in the 3 weeks ending September 28 and -2.3% in 4 weeks ending October 5. The sharp drop in the latest week is due to lapping  last year’s storm and the port strike-driven stock-ups  during the week ending October 6, 2024. Excluding that week, volume  continues to slowly trend downward  as persistent headwinds, such as  low consumer confidence, tight economic conditions, and other macro factors , continue to weigh on demand. We explore drivers of volume sales softness across total food & beverage on page 3 of this document. Retail F&B price growth was 2.9%  in the 3 weeks ending September 28, an improvement from  3.3%  in the prior period (4 weeks ending Sept 7). Easing commodity costs in produce, dairy and some meats relieve pricing pressure, but  gradually rising prices are still observed across most segments , especially center-store items. In the latest week ending October 5, price growth temporarily accelerated due to bulk purchasing in the year ago week that drove down average price per volume. Non-food CPG  units drop 1.6%  in the 3 weeks ending September 28 (and -3.7% in 4 weeks ending October 5). Worsening in the latest week is due to lapping of storm/port strike-driven stock-ups in the prior year, particularly in essentials such as toilet paper and diapers. Non-food CPG has now experienced  eight consecutive weeks of declining units,  aligning with the  drop in consumer confidence  in late August.  Non-food CPG price growth was 3.3% in the 3 weeks ending September 28 (and 2.4% in 4 weeks ending October 5). Pricing  volatility in the latest periods is a result of mix shifts  from year ago stock-up events and other factors. Although mix shifts and assortment premiumization still drive the majority of average price growth,  shelf price growth slowly emerges in   beauty and kitchen products in Q3.   If you have any C-suite/executive clients who would like to talk about the F&B volume softness, please reach out to us to schedule. In addition, we can help our clients navigate the tariff landscape with clarity and confidence.    Please reach out with any questions.Sally, Cara, and Lauren

Circana business tools provide in-depth consumer behavior data, industry trends, and expert analysis of market research to drive business growth. Introducing the FUTURE OF MEDIA Movement The media landscape is fractured, leaving marketers with disconnected insights and delayed decisions. We believe there’s a better way. Circana is leading a movement to build a smarter, more connected future for media, and we want you to be part of it. JOIN THE MOVEMENT CASE STUDY MARKETING LIFT Circana celebrates 50 years of tracking the foodservice industry View Press Release Press Release In a market defined by rapid change and economic challenges, leading brands prosper by being nimble, innovative, and customer-focused. Discover how elastic brands expand into the unexpected without confusing the consumer. 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 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 Cara Pratt President of Media & Retail FEATURED | WEBINAR The Future of Media: Smarter, Faster, Connected In this 20-minute session, Cara Pratt, President of Media & Retail at Circana, will share how our acquisitions and innovative approach are redefining the industry. You’ll gain exclusive insights into Circana’s vision for intelligent, accountable, and connected media. View Webinar LATEST INSIGHTS Webinars Maximize Your Campaigns: Audience Strategies for Foodservice Success Reports China Consumer Sentiment Study: Does National Day Golden Week Benefit Foodservice? Entertainment Monthly Insights Top 10 Video Games Webinars China’s Foodservice & E-commerce in 2025: Challenges & Opportunities Blog The Golf Retail Market is Showing Resilience 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? 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. Introducing the FUTURE OF MEDIA Movement The media landscape is fractured, leaving marketers with disconnected insights and delayed decisions. We believe there’s a better way. Circana is leading a movement to build a smarter, more connected future for media, and we want you to be part of it. JOIN THE MOVEMENT CASE STUDY MARKETING LIFT Circana celebrates 50 years of tracking the foodservice industry View Press Release Press Release In a market defined by rapid change and economic challenges, leading brands prosper by being nimble, innovative, and customer-focused. Discover how elastic brands expand into the unexpected without confusing the consumer. 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 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 Cara Pratt President of Media & Retail FEATURED | WEBINAR The Future of Media: Smarter, Faster, Connected In this 20-minute session, Cara Pratt, President of Media & Retail at Circana, will share how our acquisitions and innovative approach are redefining the industry. You’ll gain exclusive insights into Circana’s vision for intelligent, accountable, and connected media. View Webinar LATEST INSIGHTS Webinars Maximize Your Campaigns: Audience Strategies for Foodservice Success Reports China Consumer Sentiment Study: Does National Day Golden Week Benefit Foodservice? Entertainment Monthly Insights Top 10 Video Games Webinars China’s Foodservice & E-commerce in 2025: Challenges & Opportunities Blog The Golf Retail Market is Showing Resilience 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? 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. Introducing the FUTURE OF MEDIA Movement The media landscape is fractured, leaving marketers with disconnected insights and delayed decisions. We believe there’s a better way. Circana is leading a movement to build a smarter, more connected future for media, and we want you to be part of it. JOIN THE MOVEMENT CASE STUDY MARKETING LIFT Circana celebrates 50 years of tracking the foodservice industry View Press Release Press Release In a market defined by rapid change and economic challenges, leading brands prosper by being nimble, innovative, and customer-focused. Discover how elastic brands expand into the unexpected without confusing the consumer. 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 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 Cara Pratt President of Media & Retail FEATURED | WEBINAR The Future of Media: Smarter, Faster, Connected In this 20-minute session, Cara Pratt, President of Media & Retail at Circana, will share how our acquisitions and innovative approach are redefining the industry. You’ll gain exclusive insights into Circana’s vision for intelligent, accountable, and connected media. View Webinar LATEST INSIGHTS Webinars Maximize Your Campaigns: Audience Strategies for Foodservice Success Reports China Consumer Sentiment Study: Does National Day Golden Week Benefit Foodservice? Entertainment Monthly Insights Top 10 Video Games Webinars China’s Foodservice & E-commerce in 2025: Challenges & Opportunities Blog The Golf Retail Market is Showing Resilience 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? 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