Discover how Labor Day travel is fueling restaurant growth in our latest report. Despite improved incomes, rising restaurant prices lead to conservative dining expectations. Key insights include: Restaurant price increases and consumer sentiment trends. Dining out expectations for May, particularly among families and young adults. Labor Day travel plans and their impact on foodservice. Download the Full Report Gain detailed insights and data-driven strategies to navigate the evolving foodservice landscape. Download Now Contact  gary.wong@circana.com  to learn how we can help you identify opportunities before their next vacatio n.

Maria Rugolo Director, Industry Analyst Beth Goldstein Executive Director, Industry Analyst, Footwear & Accessories This year’s back-to-school season will be the closest we’ve seen to pre-pandemic times. However, consumers’ “buy now, wear now” state of mind, combined with current economic and retail pressures, will put a unique twist on shopping behaviors. We can also expect to see changes across perennial back-to-school softlines categories including apparel, footwear, and backpacks. At a high level, Amazon Prime Days and other promotions shifting from June (last year) back to July (this year) is expected to positively affect back-to-school sales results, by pulling some shopping activity forward. Apparel stood out, ranking among the top three items consumers reported purchasing during this year’s Amazon Prime Days, just slightly behind tech and beauty products, according to a survey NPD conducted in partnership with CivicScience. Back-to-school shopping across categories tends to peak during the first week of August. This is also the week when many states participate in tax-free shopping days. But promotional activity this year has been ramping up earlier due to elevated inventories coupled with softer demand, as consumers cope with inflationary pressures. Following are some more in-depth insights about apparel, footwear, and accessories: Apparel: The continued migration towards casual wardrobes will affect the types of clothing purchased this back-to-school season, according to NPD’s apparel industry analyst, Maria Rugolo . Sweatshirts, active bottoms, and sweatpants will continue to sell well, as they have since the year began. We can also expect the replenishment of basics – in particular, socks and underwear – to push purchases upward. Although sleepwear sales are down, versus last year, they are still higher than they were in 2019, before the pre-pandemic. It’s also a category that will continue to gain attention – especially from older high-school and college-age consumers, as sleepwear has transformed into “lounge” attire. Footwear: Sneakers capture most of the kids’ footwear sales during the back-to-school season – almost 80%, according to NPD’s fashion footwear and accessories analyst, Beth Goldstein . We can expect sneakers to dominate sales again this year but heading into the season clogs remain popular (driven by Crocs), as do slippers, for wearing not only at home but also at school. Across the total footwear landscape, unit sales this back-to-school season are likely to remain below 2019 levels, and revenue aligned with 2021 as promotional activity will partially offset the impact of pricing increases. Accessories: What’s back-to-school without a new backpack? Licensed backpacks based on popular movies, TV shows, books, and video games are always a hit. Video game-themed backpacks have been popular in more recent years, but this year we can expect some current properties, like Minions, to move up in the rankings, according to Beth. For kids and adults alike, added function equals value. This year’s sales comparisons will be favorable, when compared to 2021, when some back-to-school sales were lost to the spring season. Both unit sales and revenue are likely to remain around 2021 levels, as those annual comparisons offset potential softness in demand, and promotional activity partially mitigates the effects of rising prices. While this back-to-school season will feel more typical than in the previous two years, in terms of in-person learning, consumers are faced with additional pressures this year. Parents always prioritize spending on their children, and the season will no doubt inspire purchases. However, we must acknowledge that current economic circumstances might leave consumers with less discretionary income, causing them to alter their spending behaviors. Get insights straight to your inbox #Backtoschool

While the percentage of consumers reporting they’ll watch the game is fairly consistent from 2021, more report they’ll watch the game with friends. This report breaks down the demographics of football fans tuning in and how they’re preparing for game-day fun. Highlights : 55% of respondents said they’ll watch the game, with 16% undecided. Hispanics (25%), Gen Zs and younger millennials (25%), and older millennials (24%), as well as consumers from high-income households (29%) are more likely to celebrate with larger groups of people. More than one-third of watchers will purchase extra snacks, and an additional 25% will order food from a restaurant. The top items purchased from restaurants include pizza and chicken wings.

The market for licensed products has always been one of the more complex areas of the entertainment business. But the explosion of content and noise in the digital age, which allows all properties and projects to live simultaneously, has increased the challenges for IP owners and creators to carve their place. In today’s market, new properties arrive, but nothing really goes away. What is an IP owner or licensor to do? Here is a round-up of the top facts you need to consider in understanding how to be successful in today’s global licensing market: Reflect trends, but do not chase virality.  Be aware and participate in trend conversations, but virality is moving too quickly for reactive strategies to be successful. Focus on originality and authenticity. The bottom line is that growth in today’s licensing market is going to come at the expense of someone else, so it will be key to stand out from the crowd. Incubators, partnerships, and collaboration are important for innovation.  IP owners and creators should be tapping into these pockets to grow. Turn the content and channel noise on its head by looking to smaller markets, independent creators, and international collaborations to find creative product ideas and fresh aesthetic inputs. Global trends are popping up everywhere, from food and beauty products to toys and TV shows, as consumers expand their taste horizons. Tap into the consumer desire for both freshness and familiarity.  “Newstalgia” is a trend that pairs old favorites with a modern twist. From Barbie to Spider-Man, we are seeing a rise in nostalgic-inspired designs for intergenerational audiences. Related, Circana is also following the influence of parental affinity on licensed sales; are sales of a particular license impacted by how much adults themselves like it? Spoiler alert: yes.  Content diversity may be good for consumers, but not for manufacturers and retailers vying for shelf space . Looking at the volume of toy  properties, the big are not actually getting bigger; there are more mid-sized competitors and less revenue for each property. Smaller, newer properties – including but not limited to CoComelon, LankyBox, and Gabby’s Dollhouse – are in the highest growth segment of properties with a brand footprint of $50 million to $100 million in U.S. sales, while the biggest properties (generating above $250 million) are plateauing, according to Circana’s Retail Tracking Service. The result is that the biggest brands must spend money just to run in place, while smaller, more nimble brands are nipping at their heels with increased penetration and market share. This is an opportunity for emergent brands, but they need to be strategic in how they build their business, thinking incrementally, and planning for a longer timeline to reach scale. Content discovery   is spreading out and   creating challenges in aggregating an audience . Consumers are using more video streaming services, causing viewership to spread and engagement on any single platform to erode, based on findings from Circana’s TV Switching Study . On top of that, social media continues to take share of time from traditional media, including long-form and episodic programming. It’s no surprise that this social media movement is more pervasive among younger consumers; however, let’s not overlook that nearly 30% of consumers aged 65 and older are watching user-generated video on social media platforms, according to the Circana study. It’s more important than ever to study which consumers are using which platforms to reach your audience, because the demographic profiles of who is using what varies widely.    Being equipped with top-notch, cross-category data combined with the knowledge of what it means and why it matters is the way forward to making sense of the licensing market. These principles will be a starting point in charting your course and helping to guide strategic thinking.

Consumer needs related to hybrid living, pets, entertaining, and creating experiences will endure CHICAGO, Apr. 14, 2025  – The U.S. home products industry closed out 2024 with a 1% increase in sales, and growth is expected to continue through 2027. The forecast is for the overall demand for home products in the U.S. to be up 1.4%, followed by growth of 2.4% in 2026, and 2.8% in 2027, according to the latest Future of Home report  from Circana, LLC . The consumer needs that have been at the forefront since 2023 will continue for the foreseeable future, including those related to hybrid life, pets, home entertaining, and the enhancement of at-home experiences. “Home products is one of few discretionary industries that has sustained demand levels above pre-pandemic performance, as consumers continue to spend more time at home,” said Joe Derochowski, home industry advisor, Circana . “Today’s consumer remains resilient amid economic challenges, and home-centric spending can often offer cost-saving alternatives to many aspects of living.” In an effort to save money, consumers will want to eat at home, so kitchen electrics and housewares will be top of mind. The consumer’s focus will not only be on saving money, but also maintaining connections and entertaining at home will continue to be a big part of their focus. The small appliances that enhance convenience and efficiency in the kitchen, and tools that enhance at-home experiences will benefit from these evolving consumer priorities. Amid financial concerns and personal desires, everyday needs remain. In particular, high-frequency use small kitchen appliances purchased during the purchasing peak in 2020 are now reaching the end of their lifespan. The replacement of these products will be a key demand driver in the coming year.  Weather is having a significant impact on consumer need, particularly related to home comfort. Coupled with the general home-centric focus of consumers, this will sustain demand for functionality and maintenance when it comes to home environment and cleaning appliances.  Evolution and innovation will be at the center of personal care appliance performance in the coming years. As consumer spending on experiences, and return to office trends evolve, so will personal care routines, making the industry’s innovations around time-savings and health and wellness needs, will shape future demand. Derochowski adds, “While home-related needs remain a constant for consumers, it is still necessary to infuse innovation into product, marketing, and merchandising that inspires the consumer. That inspiration is what will grow the home products industry at a more accelerated pace.”

Table of Contents: 2024 U.S. CPG Growth Leaders Report Part 1: Small Companies Accelerating Demand Part 2: Big Companies’ Success Levers Every year, Circana analyzes the trends and strategies driving growth for the most successful CPG companies i n the U.S .  This year’s CPG Growth Leaders found ways to build authentic connections with consumers and offer comprehensive value in an industry with shifting dynamics.   2024 U.S. CPG Growth Leaders Report 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.  Additional CPG insights featured in the report include: Smaller manufacturers spark significant growth, bolstered by lower barriers to entry, expanding emerging channels, and a shifting preference for value-oriented and premium private label offerings. From premium experiences and sustainable packaging to tailored wellness initiatives, organizations investing in personalization build lasting connections and brand loyalty. These five key focus areas were critical to CPG growth in 2024: community connection, comprehensive value, collaborative growth, catering to multi-pronged wellness, and company culture. Back to Top 2024 CPG Growth Leaders Part 1: Small Companies Accelerating Demand In the first part of our U.S. CPG Growth Leaders webinar series, hear from leaders at Milo’s, Nutrabolt, and King Arthur. They'll explore how companies with sales revenue of $100 million to $1 billion grew during challenging times. The session features CPG insights, answering questions like these: Which manufacturers win in today’s CPG environment? How do these companies view the market? What makes them successful? What capabilities will CPGs prioritize moving forward? Back to Top 2024 CPG Growth Leaders Part 2: Big Companies’ Success Levers Discover new perspectives about the large companies among the 2024 U.S. CPG Growth Leaders. Laurie Lam, chief brand officer at e.l.f. Beauty and John Ferris, EVP, consumer, Bausch + Lomb, join members of Circana’s thought leadership team to discuss the performance drivers, market trends, and strategies that contributed to the remarkable growth for 2024’s most successful companies with more than $1 billion in sales. This webinar will explore CPG insights including: CPG companies' biggest 2024 success drivers. How a company’s culture factors into its success. The impact of omnichannel sales and emerging market trends. Back to Top

New Research Highlights “5 Cs of Success,” Rising Impact of Smaller CPGs, and Evolving Consumer-Centric Approaches CHICAGO — April 9, 2025   — Circana, LLC , released the 13th annual 2024 U.S. CPG Growth Leaders  report today. The report identifies the strategies and trends powering the success of top consumer packaged goods (CPG) companies ranging from $100 million to $8 billion or more in annual sales across the U.S. retail landscape. The findings highlight the industry’s shifting dynamics, as smaller CPG companies and private labels take center stage, leveraging innovation and value-driven strategies to outperform their peers. Circana’s proprietary “5 Cs of Success” framework has emerged as a defining playbook for category leaders, emphasizing Community Connections, Comprehensive Value, Collaborative Growth, Catering to Multi-Pronged Wellness, and Company Culture. “As the industry continues to evolve, our research underscores just how critical it is for CPG leaders to stay agile, consumer-focused, and purpose-driven,” said Sally Lyons Wyatt, global executive vice president and chief advisor at Circana . “The ability to build authentic connections with consumers, offer comprehensive value, and align with today’s wellness-driven and socially conscious shoppers is what separates the standouts from the pack. These findings provide a roadmap for driving success in 2025 and beyond.” Key insights from the report: The Rise of Smaller CPGs and Private Labels Smaller manufacturers are driving significant growth, bolstered by lower barriers to entry, expanding emerging channels, and a shifting preference for value-oriented and premium private label offerings. These companies have gained traction through their ability to adapt quickly and meet niche consumer needs in an increasingly competitive market. The “5 Cs of Success” The research identifies five key focus areas as critical to CPG performance in 2024: Community Connections : Winning brands are engaging with increasingly fragmented consumer groups, leveraging social platforms and real-time feedback to drive personalized experiences. Comprehensive Value : Differentiated products that balance quality, affordability, and purpose resonate strongly with today’s consumers. Collaborative Growth : From co-branding to exclusive retail partnerships, strategic collaborations are extending market reach and driving innovation. Catering to Multi-Pronged Wellness : Leading brands are addressing the harmonized wellness needs of consumers, including for physical, mental, and social well-being. Company Culture : Organizations with a shared mission, enhanced by AI-driven innovation and agility, are cultivating positive cultures that sustain growth. Consumer-Centric Strategies Drive ROI Companies prioritizing consumer needs and fostering authenticity are thriving in 2024. From premium experiences and sustainable packaging to tailored wellness initiatives, organizations investing in personalization are building lasting connections and brand loyalty. Circana’s research further highlights the power of digital and social media platforms in igniting consumer trends. Case studies included in the report showcase how brands like Liquid I.V., Good Culture, and e.l.f. Beauty are reshaping the way consumers engage with products through targeted influencer partnerships and viral campaigns. Growth Leader Rankings Constellation Brands was the 2024 Growth Leader among $8 billion-plus companies with leading sales growth and market share performance. The Coca-Cola Company, P&G, Unilever, and Kimberly-Clark completed the top five companies in this group. Celsius energy drinks topped the list of $2.5-$8 billion companies, followed by Chobani, Driscoll’s, Ferrara, and Froneri Ice Cream. Among $1-$2.5 billion companies, e.l.f. Beauty led the list, followed by Freshpet, Daisy, BellRing Brands, and Bausch + Lomb.  The $500 million-$1 billion group is led by poppi soda and also includes Milo’s Tea Company, Kerrygold, and Vital Farms. Sol de Janeiro led the $100-$500 million group, which also includes Chomps beef sticks, Good Culture cottage cheese, and BeatBox Beverages.   “The 2024 Growth Leaders didn’t just adapt to challenges in the market; they set the pace for innovation,” added Lyons Wyatt. “Whether through strategic use of technology, fostering internal collaboration, or delivering products with unmatched value propositions, these leaders are demonstrating how to achieve sustainable growth.” Learn more insights from Circana’s 2024 U.S. CPG Growth Leaders report .

By Mike Ellgass, EVP Circana Media, and Michelle Snell, Director, Product Marketing, Media Marketers have been in limbo the past few years waiting for Google to remove third-party cookies, only to experience delay after delay. Google’s recent announcement  on its reversal for deprecating third-party cookies has left many marketers wondering: will they or won’t they?  Google’s new solution for increased privacy while maintaining third-party cookies is similar to the European Union’s General Data Protection Regulation. The good news is U.S. marketers don’t need to war-game scenarios. They can look to the European marketing landscape for what might come to pass with informed choice. For European marketers, one of the key challenges from informed choice, which is the transparent communication at the point of personal data capture , is low cookie banner acceptance rates. In general, cookies are great — if people opt-in. However, the average cookie banner acceptance rate in the EU is 31%, on par with the U.S.’s cookie banner acceptance rate. This means U.S. marketers will miss out on more than two-thirds of traffic attributed to cookies, making it an unreliable input for media audiences. The contextual marketing mirage A seemingly logical solution to the challenges above is to lean into contextual targeting as it offers precision and accuracy compared to demographic or geographic targeting. The IAB Europe’s  recent report “The Post Third-Party Cookie Countdown” reported 63% of European marketers see contextual advertising, which is advertising based on the content of the ad placement, as the best alternative to third-party cookies. While contextual targeting has a role in an audience targeting strategy, it also has major pitfalls to consider, such as: Intent:  Contextual advertising may not translate to intent to purchase or convey where the customer is in the buying cycle. Interest:  Contextual advertising often relies on assuming why visitors are going to a website or using certain keywords. Impressions:  Misunderstandings about lack of intent and interest by the marketer may result in high costs per impression. For U.S. marketers, Google’s reversal is a good reminder to diversify their audience targeting strategies. So what might that look like? Probably some combination of the following tactics:  Targeting Strategy What is it? What are common challenges? When to use it? Demographic Based on age, income, gender. Not precise or accurate.  Demographic elements don’t translate to purchase intent, e.g.,  only 33% of millennials own a pet. In non-addressable mediums like linear TV, or when you have limited first- and second-party consumer data. Contextual Based on the content (e.g. search or website). Accurate but not precise. Does not take into account a user’s behavior, thus doesn’t always translate to purchase intent. When you have qualitative consumer insights about your target audience. Behavioral Based on behavior of user (e.g. follows or likes a page). Precise but not accurate. A behavior based on an engagement metric doesn’t always translate to purchase intent. Most commonly used in retargeting strategies and platforms. Purchase-based Based on past purchase data. Precise and accurate.  Data quality and modeled versus non-modeled audiences ultimately impact return on ad spend. When you have quantitative insights about past purchase behaviors and confident predictive behaviors. No matter what the future holds for cookies, purchase-based targeting is a must-have audience targeting strategy. Hundreds of Circana lift studies have shown that it outperforms all targeting types. That’s because purchase-based targeting leverages a consumer’s past purchases for either deterministic or predictive modeling. If marketers have learned anything over the past few years, it’s this: Having a diverse media audience targeting strategy is the best defense against an industry in flux.

In our first article in this series, Unified Measurement , we explored the opportunities for integrated measurement methods, such as Marketing Mix Modeling (MMM) and Media Lift, to help brands gain a more robust understanding of marketing effectiveness. Building on these principles, I believe that the convergence of diverse datasets presents further opportunities for a more nuanced understanding of consumer behavior. This equips brands to optimize their campaigns geographically and tailor their messaging to resonate with the intended consumer segments, ultimately delivering a greater sales impact. As we navigate through the complexities of a post-cookie era, it becomes increasingly clear that the strategic integration of complementary datasets is not just beneficial — it’s imperative for success. To illustrate the point, I’d like to share a recent collaboration between Nano Interactive and Circana. It serves as a prime example of this principle in action. The Heineken Company was looking to strengthen brand awareness and market penetration as well as increase consumer consideration for Cruzcampo as a newcomer beer brand in the UK. Additionally, they were keen to understand the impact of programmatic advertising from a short-term sales perspective. Together, Nano and Circana created a test campaign bringing together Circana’s ProScores® data, which provided valuable in-store sales insights, and Nano Interactive’s real-time consumer journey data, which offered a deep contextual analysis of consumer behavior without relying on identifiers. These datasets were complemented by Intent Personas, which allowed for targeted advertising that aligned with consumer intent. By focusing on areas with the highest sales opportunities and tailoring the messaging to resonate with the intended consumer segments, the campaign for Heineken’s Cruzcampo brand achieved significant uplifts in brand metrics and ROI. This success demonstrates that with the right combination of datasets and technology, brands can deliver effective campaigns that respect consumer privacy and adhere to a privacy-first approach. It also illustrates the potential for partnerships like this to yield bigger campaign results with a true measurement of brand impact. Looking ahead, the principles of combining complementary datasets will undoubtedly continue to shape the future of digital marketing. As audience attention continues to wane and consumer traceability concerns rise, the ability to measure performance using technology that understands the intent of users, the meaning of the campaign, and the overall contextual environment in a brand-safe, privacy-first manner is critical for advertisers looking to futureproof.

By Michelle Snell, Director Product Marketing, and Todd McClimans, Product Manager, Audiences Think about the last product you bought. What triggered it?  Was it driven by necessity, like your oven broke and you needed to replace it? Or was it simply that you love anything OREO flavored and you wanted to try the newest OREO frozen dessert? Market structures are frameworks to understand how consumers choose between different products and how companies can position themselves in the market. Our Innovation team estimates 90% of market structures have more important attributes for driving purchase and loyalty than brand. Yet over 75% of our audience clients still use brand-level purchase-based audiences for their targeted advertising strategies.  In a diversified media strategy, attribute-level purchase-based targeting is a great tool to help your brand grow engagement and purchase. What is attribute-level purchase-based targeting? All products have a hierarchy of attributes describing their elements, a concept we’ve illustrated with a drink bottle.  Through years of market structure studies, our Innovation team has found more than 50% of marketers aren’t using attributes to make a difference for driving purchase decisions. In other words, they aren’t emphasizing the attributes shoppers value.  Attribute-level purchase-based audiences target prospective buyers based on their loyalty to attributes pivotal to in-store decision-making. For example, some buyers are more swayed to purchase products featuring gentle, fragrance-free, hypoallergenic skincare attributes than any other attribute, including brand. Targeting the right consumers with ads highlighting the right attributes can help marketers acquire brand buyers from within and beyond the category.   Making attribute-level purchase-based targeting part of your media strategy When you’re implementing an attribute-level purchase-based targeting strategy, there are two steps to consider. First, you need to understand where this new way of thinking fits into your current media strategy. Then, you need to identify the best proof-of-concept test for your brand.  Purchase-based targeting is a critical part of a diversified audience segmentation strategy, and we recommend it when you have quantitative insights about past purchase behaviors and confident predictive behaviors. Attribute-level purchase-based targeting enables marketers to reach prospective buyers outside the brand’s traditional category. These are buyers purchasing products that aren’t intuitively substitutes, but they are products sharing a key attribute. As a result, targeted advertising using attributes allows marketers to achieve up to double the reach compared to brand-level targeting. Three ways to use attribute-level purchase-based targeting  We recommend identifying a proof-of-concept test for your brand and using in-flight measurement to optimize in-store sales. Here are three ways marketers can use attribute-level purchase-based targeting:   To target switchers in a new way . A recent study we participated in shows the highest return on ad spend comes from ad exposure to those who already buy the brand at least occasionally. Targeting these occasional buyers with attributes can help drive purchase decisions. To support a new product launch. Our annual New Products Pacesetters report reveals leveraging the power of known brands to meet emerging consumer needs and new occasion opportunities was a key element for success in 2023. This was the case with Pacesetters like OREO Frozen Desserts and Doritos/Cheetos/Sunchips minis. To gain efficient awareness and trial, marketers should use a combination strategy of targeting known brand buyers and product attributes that drive purchase. To broaden reach. Marketers often debate the topic of frequency versus reach, but regardless of which strategy you follow, broadening target audience reach enables household penetration. Targeting at the attribute level allows marketers to identify up to twice as many households versus targeting known brand buyers.  Running an audience strategy workshop is a great quarterly practice to review and adjust targeted advertising strategies. Fill out the form to download our recommended audience strategy workshop exercises. They can help you identify attributes and behaviors beyond traditional audience segmentation and show you how to cascade these into media planning and buying.

Why Download This Report? Enhance Audience Targeting Avoid ad fatigue and maximize relevance by understanding the essential factors in selecting a data partner. Improve Compliance and Transparency Learn how leading data partners handle privacy, consent, and legal compliance to protect your brand. Reduce Ad Waste See how purchase-based data refines audience targeting and boosts ROI. What You’ll Learn Essential questions for evaluating data sources and audience segmentation practices. Insights into data consent and compliance practices that safeguard brand reputation. Methods and models used by top providers to ensure high-quality audience targeting.

The rise of premium advertising channels and changing consumer behaviors make precision and personalization essential. Having a diversified audience targeting strategy helps maximize your campaign ROI and reduces ad waste. By using a combination of cross-platform verified viewership data and retail verified purchase data, you can connect to the households most likely to purchase. Enhancing TV Ads with Precision Targeting Ebook from Circana In this Ebook, you'll: Learn how audience preferences boost viewership and loyalty for targeted content marketing efforts. Understand how CPG marketers can enhance ROI by targeting ads based on consumer viewing habits. See how brands can leverage popular shows to promote products like toys and decor during streaming events. See how marketers can enhance campaign relevance by utilizing Circana SVOD Audiences

New research reveals omnichannel behaviors, shifting consumer trade-offs, and emerging product trends shaping today’s marketplace CHICAGO, April 8, 2025  – The average U.S. household shops across 39 unique retailers annually, with omnichannel shoppers spending nearly twice as much as brick-and-mortar or e-commerce shoppers ¹ . This shift highlights an evolving consumer landscape where value, convenience, and occasion-based spending impact buying behavior, according to recent research by Circana LLC . The latest research, A Day in the Life of the Complete Consumer, provides a detailed look at how and where consumers are spending their money, from essential purchases to small indulgences. While overall consumer spending remains strong, shifting trade-offs and an increasingly omnichannel approach are reshaping the retail and foodservice industries. "Our study shines a light on the trade-offs consumers face daily, whether it’s choosing value at dollar stores or splurging on small indulgences like gourmet coffee," said Michelle Bennett, executive vice president of Consumer and Shopper Insights at Circana. "By understanding these moments, companies can align their offerings to what really matters to today’s shoppers, driving loyalty and long-term growth." Key Findings Include: Low-income households are increasing trips to value retailers and dollar stores, while high-income households are driving growth in club stores and e-commerce.  As consumers get squeezed, “everyday indulgences” play a key role in consumer spending, with notable growth in small luxury purchases, such as gourmet coffee, prestige beauty products, and premium-priced candles. Consumers are becoming more selective with what they buy, shopping more often but buying fewer categories. There are pockets of growth, such as convenience-driven meal preparation, often incorporating air fryer usage. This trend is growing at lunch and dinner occasions, driving shifts in how consumers shop and eat. Americans’ love for beverages shows no signs of slowing down. Beverage-only snack occasions are on the rise across both retail and foodservice, with energy and nutrition drinks leading the way. Meanwhile, portable beverageware has enjoyed double-digit growth for two consecutive years². "Consumers’ behaviors and expectations continue to evolve rapidly, and businesses must stay agile," said Stephanie Epperson, vice president of Consumer and Shopper Insights at Circana. "The Complete Consumer research allows companies to anticipate these shifts and meet consumers where they are, whether it’s offering personalized solutions or meeting demand for convenience and quality." Learn how  to gain a deeper understanding of these trends and unlock growth potential by leveraging Circana's Complete Consumer solution.  Helpful Link:   Circana Expands Largest U.S. Receipt Panel to 200,000 Static Panelists  Sources: 1Circana Complete Consumer for the latest 52 weeks ending Jan. 26, 2025 2Circana Kitchen Audit 2024

Nearly Half of Consumers Snack Three or More Times per Day CHICAGO – April 3, 2025   –   Circana, LLC  unveiled its latest research,  Snack Unwrap: The Insatiable Craving for Growth , offering valuable insights into emerging trends shaping U.S. consumers’ snacking habits. This comprehensive research reveals how evolving consumer priorities, a growing focus on health-conscious choices, and broader macroeconomic factors are transforming snacking behaviors. The report also emphasizes the essential role of innovation in fostering growth within the fast-paced and highly competitive snacking industry. "Snacking continues to play a vital role in consumers' lives, meeting needs ranging from quick hunger fixes to indulgent cravings and wellness goals," said Sally Lyons Wyatt, global executive vice president and chief industry advisor for Circana. "While snacks have driven dollar sales growth for years, unit sales tell a more nuanced story, with declines in 2022 and 2023, a softened decline in 2024, and a renewed dip as 2025 begins. This underscores how consumer snacking habits are evolving. Brands have a significant opportunity to adapt by leveraging health trends, personalization, and innovation to align with these shifting preferences and expectations." Key insights from the 2025 report include: Snacking Frequency Remains High:  Despite economic uncertainties, snacking remains an integral part of daily life for U.S. consumers. Nearly half of Americans (48.8%) snack three or more times a day, a 2.7% increase year-over-year, with younger demographics (ages 18-44) leading the charge. Healthier Options on the Rise:  Consumers are increasingly seeking snacks that align with their dietary and wellness goals. Approximately 64.1% actively look for snacks perceived as "good for them," marking a significant 7.4% increase since 2020. Categories like yogurt, natural cheese chunks, and high-protein options are experiencing robust growth due to their nutritional appeal. Macroeconomic Influences Drive Value-Oriented Choices:  Rising concerns about inflation and cost have led to more strategic purchasing practices. Consumers are still turning to multipack and variety options. In addition, sales growth of private-label snacks is outpacing branded products in several core categories. Innovation Fuels Consumer Demand:  From functional snacks with health benefits to indulgent treats with nostalgic twists, brands are successfully appealing to diverse consumption needs. Viral flavor profiles such as ube, peri peri, and matcha are fostering curiosity, while collaborations between brands are creating buzz-worthy products. Emerging Channels and Trends:  Online sales of snacks continue to climb, with nearly 50% of consumers stating they are purchasing snacks online in 2024. Convenience, flexible delivery options, and price-surfing behaviors have all contributed to the growing prominence of e-commerce in the snacking sector. Lyons Wyatt added, “Snacking has evolved beyond simply satisfying hunger; it has become less about impulse and more of a reflection of personal values, priorities, and lifestyle choices. From the rise of health-forward products to the experimental exploration of bold flavors, brands must adapt quickly to meet consumer needs and keep pace with shifting trends.” Learn more  about Snack Unwrap: The Insatiable Craving for Growth research and discover how snacking trends are transforming the CPG industry.