By Mike Ellgass, EVP, Global Retail Media Circana research shows purchase-driven targeting through retail media networks (RMNs) can generate up to six times the ROI of traditional methods like demographic, behavioral, and location-based targeting, and outlets like eMarketer project that retail media ad spending will exceed $100 billion by 2029. Soon, RMNs will account for nearly one out of every five advertising dollars. These networks provide advertisers with several advantages, such as access to rich consumer purchase data and real-time insights. And with the right retail media data partners, brands can create precise audience segments, optimize campaigns on the fly, and measure long-term customer lifetime value. Despite these benefits, many advertisers remain under-optimized with RMNs or lack the organizational structure to use them effectively. Teams like shopper marketing, often embedded in sales, may not fully understand customer targeting, while others focus primarily on category management, overlooking innovative audience strategies. Purchase-based Audience Targeting Delivers Superior ROI Compared to Demographic Targeting Traditional demographic targeting, which accounts for 35% of all advertising approaches, isn’t as effective as it used to be, especially when you consider the changing landscape of personal data collection online. Consumers are more diverse than ever, and advertising channels are becoming more fragmented. Demographic characteristics like age or gender only provide partial insights into consumer behavior, as we can see in the figure below.   Consumer data gleaned from demographic targeting vs. purchase-based targeting Retail media offers a solution with data-driven targeting based on actual purchases. This approach increases relevance and eliminates waste, leading to better campaign performance. So why is the ROI of RMNs so high? Because in categories like CPG, consumers are creatures of habit. Their baskets reveal their preferences – and their future behavior. Even in general merchandise, where buying is less frequent, brand ecosystems and purchase signals provide valuable insights. The key is to move beyond assumptions and focus on what people actually buy.   How To Improve Your Audience Targeting Strategy and Retail Media ROI in Five Steps Building a solid retail media strategy requires smart segmentation and thoughtful execution. To better understand the segments brands should focus on to ensure they get the most out of their retail media, we recommend they follow this process. Analyze sales data to identify key drivers Brands should thoroughly review sales data to identify what contributes to growth. Whether it’s lapsed buyers returning, one-time promotions, or loyal customers, understanding these trends clarifies where to focus budget. Consider factors like seasonal fluctuations or the differences in shopping behaviors across various retail environments. For instance, convenience store shoppers likely prioritize ease and speed, while club store customers may focus on bulk savings. Identify your most receptive customer segments Focus on the “movable middle,” defined by the Mobile Marketing Institute as shoppers who buy your brand 20-80% of the time. These consumers represent the greatest opportunity for incremental growth. Instead of overspending on loyal customers or unlikely buyers, target this audience with personalized offers or promotions to increase their purchase frequency. Expand product categories by leveraging valuable attributes Too often, brands limit themselves by thinking strictly within established product categories. By shifting focus to product attributes, brands can better address consumer needs and unlock hidden opportunities. For example, kefir and yogurt marketers have increased household penetration by understanding their product categories include more than just dairy – their products compete in the portable protein space with meal bars and shakes. Reframing targeting based on attributes significantly broadens the potential audience. When executed through RMNs, this strategy can uncover cross-category opportunities and expand market reach while maintaining relevant connections with consumers. Align ads to shopper mindsets across channels Tailor campaigns to fit the shopper’s mindset during their interaction with each touchpoint. On-site ads, such as those on retailer websites or apps, should be optimized for immediate action, using direct calls to action like “add to cart.” Meanwhile, off-site ads on platforms like social media can focus on awareness and consideration, planting the seed for future purchases. Adapt to retailer dynamics and price sensitivity Each retailer presents unique dynamics that should shape your strategy. For example, convenience stores are ideal for testing new products due to their focus on immediate-use items, while club stores require loyalty-driven messaging for bulk purchases. Incorporate price sensitivity into your approach as well. Value-conscious shoppers may respond to discounts, while premium buyers prioritize quality and innovation. Tailoring strategies to each retailer ensures maximum impact. Retail Media Networks Offer a Clear Path to Incremental Sales Implementing these five steps might seem complex initially, but the process is more straightforward than it appears when you have the right retail media partner. This framework improves retail media outcomes, and it also creates learnings that can be applied to national brand campaigns, enhancing overall strategy. While the initial effort may require greater collaboration and organization, the process becomes repeatable and easier over time. Consistently following this strategy will lead to cumulative insights that strengthen future campaigns. Most importantly, this approach drives incremental sales and affords advertisers a tangible return on their efforts. Curious to learn how retail media networks could improve your audience strategy? Reach out to our retail media experts at contactus@circana.com .

Shifts in performance over typical retail peaks will have implications for major holidays in second half of the year CHICAGO, July 18, 2023 – In June 2023, U.S. retail sales revenue, including both discretionary general merchandise and consumer packaged goods (CPG), increased 1% compared to the same month last year, and unit sales declined 3%. Contributing to these results were declines of 4% in dollar sales and 9% in unit sales of discretionary general merchandise compared to last June. Food and beverage CPG spending grew 5% over last year with a 2% unit-sales decline. Non-edible CPG sales revenue grew 2%, while unit sales declined 5%, according to Circana , formerly IRI and The NPD Group. “A new sales performance baseline has been established in discretionary general merchandise with sustained decline levels through the second quarter of the year, and demand movement has started to develop in CPG,” said Marshal Cohen, chief retail industry advisor for Circana . Discretionary general merchandise spending declines continued into the first week of July with another 3% year-over-year decline in sales revenue, and 7% drop in unit sales. These shifts in spending and demand relate to the ongoing trend toward flattening retail peaks that began in 2022. Year-to-date, retail sales during the traditional selling peaks of Valentine’s Day, Easter, Mother’s Day, and Father’s Day have failed to reach expected levels. Instances of similar shifts have occurred in CPG, but it remains to be seen if the same kinds of trends are forming amid enduring price elevation. “Economic challenges have reinforced behavioral shifts that emerged from the pandemic, including consumers becoming more thoughtful about how and what they spend their money on, which ultimately affects when the spending takes place,” said Cohen, “Retailers and manufacturers need to recognize the shifts that are happening to the retail landscape and plan accordingly, particularly as we approach the major retail holidays, like the back-to-school season, Black Friday, and Christmas.”

Heightened interest in dark romance aligns with other growing segments in adult fiction including horror, psychological thrillers, and dark fantasy CHICAGO, June 4, 2025   –  The market for romance books has been growing since 2021 and remains hot, according to Circana, LLC . In the U.S., year-to-date print sales for romance books are up 24%, versus the same period last year. The volume for romance books has more than doubled compared to four years ago, with 51 million units sold in the past 12 months.   Circana BookScan  data reveals that romance stands out among the adult fiction subjects showing the most growth in 2025. In fact, romance is the leading growth category for the total print book market thus far in 2025. Fastest growing romance subjects include romantasy and sports romance, each experiencing triple-digit growth, as well as suspense romance and contemporary romance. Romance readers are particularly desirable for the book industry. According to the latest findings from Circana’s Future of™  Books study, 26% of romance book buyers report that they are reading “much more” compared to a year ago – a behavior that is contributing to the growth for romance book sales.   While Rebecca Yarros’ latest release Onyx Storm  – the fastest selling adult title in its opening week, in the 20-year history of BookScan – is a key factor in the romance sales growth, a lot of activity is happening beyond one major author. Even when excluding Yarros from the romance market, the category is still showing double-digit growth. H.D. Carlton, Rina Kent, and Elsie Silver are among the top growing romance authors this year. One key similarity among them is that their stories explore dark romance, including paranormal and anti-hero themes.   A desire for dark subjects is surfacing within the romance book market. This trend aligns with other growing segments in adult fiction including psychological thrillers (+29%), dark fantasy (+23%), and horror (+13%).   “This year, I am watching a shift away from rosier romance subjects like romantic comedy and new adult romance in favor of authors and titles with darker themes,” said Brenna Connor , U.S. books industry analyst at Circana. “Combined with the growth in other more intense fiction subjects like horror and dystopian, a new trend has emerged that’s marked by darker escapist themes. These subject matters provide an outlet for readers to safely explore negative emotions such as sadness, anger, or anxiety – allowing them to feel connected and perhaps even comforted. I expect to see continued interest in these darker subjects in the year ahead.”   About   Circana 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. 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.     Public Relations Contact Marissa Guyduy Senior Manager, Public Relations Circana

CHICAGO – June 10, 2025   –   Circana LLC  today announced an expansion of its partnership with LiveRamp  (NYSE: RAMP), the leading data collaboration partner, to increase advertisers’ access to retail insights for end-to-end marketing optimization. This initiative underscores both organizations’ dedication to meeting the growing demand for enhanced advertising performance by broadening access to actionable data and insights through secure, responsible data collaboration, all within the LiveRamp Clean Room. Circana, which tracks $5.8 trillion in consumer sales, offers the most comprehensive and verified consumer sales data in the industry. This data is fueled by unparalleled retailer membership loyalty card data for the U.S. CPG sector, providing noticeably greater sales coverage compared to other purchase-based data providers. Additionally, Circana's Complete Consumer™ receipt panel, representing approximately 200,000 static households, delivers robust insights across general merchandise industries, such as luxury beauty, consumer technology, apparel, foodservice, and others. With this integration, advertisers gain seamless access to Circana’s aggregated, multi-outlet retailer transaction data, providing granular, omnichannel insights that can power real-time data-driven decisions and help brands win share. Marketers can now: Build smarter profiles  with a deeper understanding of customer purchase behavior both within and across product categories, powered by Circana’s premium data assets.  Define and activate high-value audiences using Circana’s known, aggregated multi-retailer purchase data that reflects actual consumer buying patterns.  Distribute campaigns at scale across over 150 destinations via   LiveRamp’s powerful data collaboration network.    Access standardized insights  with minimal cost or complexity.   Circana and LiveRamp remain focused on helping advertisers deliver on outcomes that prove ROI. As a further expansion to this solution, advertisers will be able to enrich their first-party data with Circana’s purchase-based insights directly within the LiveRamp Clean Room, unlocking deeper analytics, more powerful modeling, and high-impact audience activation. They can also measure campaign performance in near real time, using conversion attribution to refine tactics and optimize marketing efforts to focus on those levers that drive measurable performance gains.  “Circana is committed to delivering the data and solutions our clients need to make confident, data-driven decisions that maximize sales outcomes,” said Dave Slowik, executive vice president of Global Media at Circana. “This expanded partnership with LiveRamp reflects our shared mission to address evolving advertiser challenges with innovative, trusted solutions that fuel measurable results.” “LiveRamp and Circana’s growing partnership continues to enhance advertisers’ ability to plan, target, activate, and measure effectively,” said Vihan Sharma, chief revenue officer at LiveRamp. “Integrating clean room intelligence and standardization empowers data to become more connected, measurable, and adaptive, enabling more actionable insights and faster time-to-value.”

CHICAGO – June 4, 2025 –  Snacking now accounts for more than 20% of global food and beverage sales, with consumers under 40 leading the charge across all major regions. But while snacking is undeniably a global behavior, what people snack on, when they snack and why they snack varies widely by region. These findings are detailed in Circana, LLC ’s global report Snack Unwrap: The Insatiable Craving for Growth in the Global Snackscape , which analyzes how shifting motivations and local market dynamics are transforming the global snackscape and what brands must do to keep pace. “Snacking has evolved into a daily ritual worldwide, but the motivations behind it aren’t one-size-fits-all,” said Sally Lyons Wyatt, global executive vice president and chief industry adviser at Circana. “From functional wellness and premium experiences to indulgent breaks and social moments, the snackscape is defined by both shared needs and local preferences. Brands that recognize this balance and tailor their innovation and positioning accordingly will be best positioned to capture long-term growth.” While afternoon snacking is nearly universal, other habits differ: Late-night snacking is most common in the U.S., Europe leads in morning snacking occasions, and Australia sees lighter snacking early in the day. Across regions, consumers are increasingly seeking snacks that fulfill a broader range of needs, from energy and nutrition to enjoyment and emotional support. The report also finds that consumers are willing to pay more for snacks that deliver on multiple benefits, such as high protein, functional ingredients, or convenience. And that value equation is prompting shifts in market dynamics. Private label snack sales are rising, fueled by innovation slowdowns among branded products in some regions and retailer investments in premium, health-forward offerings. Beyond frequency and format, other factors at play include: Healthier snacks dominate early dayparts , while indulgent and savory items trend in the afternoon and evening. Packaging remains a top purchase driver , acting as both a billboard and a trust signal in crowded aisles. Retailers are accelerating innovation  through co-branded products, quick delivery formats and vending channels. Snacking motivations differ by region , with the U.S. leaning into functional and emotional needs, Europe favoring variety and value, and Australia/New Zealand embracing bold flavors and new formats. “Snacking is no longer just about satisfying hunger — it’s a mirror of lifestyle, identity and intention,” said Ananda Roy, senior vice president of thought leadership and Europe CPG growth adviser at Circana. “Global brands must embrace regional nuance while staying grounded in the common drivers of enjoyment, convenience, and better-for-you benefits. The reward is more than share — it’s relevance.” Watch the recent webinar  or download the report  to explore the full global snacking landscape and access strategic insights tailored to brand growth.

The media industry is undergoing a profound transformation. Shifting consumer behaviors and trailblazing technological advancements are creating a landscape rich with possibility. This moment demands we reimagine how we operate. Not just to adapt, but to lead boldly. Media must become more precise, purposeful, and accountable.  This transformation won’t happen by itself. It requires all of us in the ecosystem—retailers, brands, agencies, technology partners, and innovators—to come together and create a smarter, more connected media environment. At Circana, we are uniquely positioned to lead this transformation, combining expertise, research-driven solutions, and verified data to shape an intelligent and more accountable media ecosystem. Leading the Charge Toward a New Media Era My media career has been deeply rooted in retail, which is catalyzing change across the entire media ecosystem given its ability to influence demand, bridging the gaps among data, creativity, and commerce. Before joining Circana, I spent several years leading Kroger Precision Marketing, building a media business that transformed how brands generate demand with precision. With hundreds of retailers now building media capabilities, the opportunity for growth in this space is immense. As is our opportunity to bring a universal strategy to the forefront that is anchored in the trusted relationships we have formed across so many retailers—in the U.S. and around the world. These retail relationships are the heartbeat of Circana’s business in many ways. They offer access to data, a clear view of consumer behavior, and a right to shape the future. Retail media is no longer just about placing ads. It’s about creating meaningful connections with consumers. Retailers hold unparalleled intelligence into what drives behavior, and this opens doors for brands to meet customers exactly where it matters most. This is not a challenge one company or organization can tackle alone. It’s an industry-wide opportunity. By working together, whether you’re a media planner, data scientist, marketer, or publisher, your ideas can shape a future defined by collaboration and innovation. What steps can you take today to prepare for tomorrow’s media landscape? How can we prioritize systems that work for both businesses and consumers? These are critical questions we must address together. AI as the Game-changer for Media Transformation Artificial intelligence undeniably revolutionizes how we engage with media. By turning oceans of real-time data into actionable insights, AI helps ensure ads are smarter, campaigns are more efficient, and results are stronger. It’s no longer feasible for humans to analyze and optimize every aspect of a campaign. AI serves as the force multiplier, identifying patterns and personalizing experiences at scale.  For example, the way people consume content is rapidly evolving. Gone are the days of aimless channel surfing. Instead, algorithms now hunt for consumers dynamically, ensuring the right content is delivered to the right person at the right time. This transition eliminates inefficiencies in how media impressions are distributed and transforms fleeting campaigns into enduring brand experiences. Media isn’t just about reaching people; it’s about reaching the right  people with the right  content to drive measurable outcomes. AI offers the ability to make more strategic, thoughtful choices, predicting patterns, optimizing investments, and improving precision. But with great power comes responsibility. We must use AI in a way that maintains creativity and human values at the core of our strategies. The Power of Verified Data in Driving Results Trust and integrity are non-negotiable when it comes to data. Verified data eclipses probabilistic approaches by removing guesswork and delivering stronger, more efficient results. It allows campaigns to achieve meaningful impact through precision, cutting waste while increasing effectiveness. At Circana, verified purchase data underpins everything we do. This data provides a level of accuracy and consistency that enables brands to move beyond assumptions and focus on what works.  To make this the standard, we must push for greater transparency and shared measurement practices throughout the industry. Simplifying these processes and fostering collaboration will create more opportunities to deliver impactful media strategies. Building a Seamless, Adaptive, Always-on Media Ecosystem The future of media lies in real-time, interconnected systems that anticipate and activate across every channel. It’s about moving from descriptive to predictive to prescriptive insights and taking action. At Circana, we envision a media ecosystem where businesses collaborate with us to align consumer behavior intelligence with purposeful media plans.  This involves closing the loop between media exposure and tangible sales results. By introducing real-time data integrations, we can anticipate changes in consumer behavior and act proactively rather than reactively. For instance, if a brand sees indicators that a customer’s loyalty may lapse, the system can activate retention campaigns before the customer drifts away. We can also use these signals to influence the bid stream—what brands should be willing to pay for an impression at a household level. This brings efficiency and  effectiveness to the forefront. Imagine campaigns activated in real time, meeting consumers at every stage of their experience. This seamless ecosystem won’t appear overnight. It requires cooperation among all players to break down silos and prioritize innovation. A Bold Vision for the Future Media’s future demands bold thinking and a willingness to step outside familiar boundaries. It’s time to innovate. Advocate for transparency, adopt AI responsibly, and commit to campaigns that deliver measurable value. This moment in media doesn’t call for incremental change; it demands transformation. Together, we can create a media ecosystem that benefits brands, retailers, and consumers alike. The future is unwritten. Let’s define it. Are you ready to lead? The opportunity to reshape media is here. We’ll do it together.

Trading cards and building sets, all of which are popular with adult audiences, are driving growth CHICAGO, June 3, 2025   —   Circana, LLC  today announced the U.S. toy retail sales performance results for January through April 2025. Toy industry dollar sales grew by 6% through April, and units sold increased by 3%, versus the same period in 2024. Toys was the fastest growing industry in early 2025 across all industries tracked by Circana, with its growth associated with new Pokémon releases and collectible sports trading cards.  According to Circana’s Retail Tracking Service, eight of the 11 supercategories posted dollar growth including games and puzzles, and explorative toys, which were driven by trading cards of all kinds including Pokémon, One Piece, NFL, and MLB. Other supercategory growth areas included building sets, action figures, arts and crafts, youth electronics, infant/toddler/preschool toys, and vehicles.    Here are key toy industry trends and highlights thus far in 2025: Adults continue to drive market growth in toys. In the first quarter (January through March) of 2025, toy sales for adults (ages 18+) grew by 12%, versus Q1 2024 – making it the fastest growing age demographic in the market, according to Circana’s receipt-based Checkout data. At $1.8 billion, adults also accounted for the highest spending among all age groups in Q1. New consumer findings on the Pokémon phenomenon. Nineteen percent of adults have purchased Pokémon trading cards for themselves in the past six months, according to findings from Circana’s March Omnibus Survey – and only one-quarter of these buyers actually play the game. Most are collecting them as a hobby or to display, while others are buying the cards in bulk to resell. Pricing trends and tariff talks point to a polarized market.  Pricing trends so far in 2025 indicate that consumers are either trading up or pulling back. Higher-priced segments, especially between $20 and $69.99, drove industry growth through April, and segments under $15 grew, year over year, while the mid-tier felt a pinch. Layering on the tariff effect, we also see this polarization play out. According to Circana’s Future of™  Toys study, when asked how their spending on toys may or may not change due to tariffs, about one-third of consumers would choose a less expensive toy, while another one-third would still purchase the toy despite a price increase.  “The toy industry is showing its resiliency during a turbulent time, but will need to nimbly adapt to a retail landscape of polarized consumers and ongoing inflation concerns,” said Juli Lennett, vice president and toy industry advisor at Circana . “The good news is consumers are signaling that they will spend on the things they need and those that make them happy. For the toy industry, this can range from buying toys for themselves or as special occasion gifts for loved ones. What toy they opt for, how many they are purchasing, and where they are shopping, however, are all factors that might look different moving through 2025. My general advice to the industry is to monitor the calm but prepare for change.”

Circana's European Foodservice Market Data At A Glance: Foodservice spend grew by +1% in Q1 across the Big 5 European markets Digital channels, dinner occasions, promotions, and the return to office drive new growth opportunities for the restaurant industry Insights By Market: Great Britain | Germany | France | Italy | Spain May 14, 2025 – The Circana Group, which consists of Circana, LLC, and its subsidiaries and affiliates (“Circana”), a leading advisor on the complexity of consumer behavior, reports that the European restaurant industry closed Q1 of 2025 navigating a complex and volatile environment shaped by rising costs, economic uncertainty, and shifting consumer behavior. As the cost of living crisis continues to impact household spending across the continent, the industry also faces heightened concern over U.S.-imposed tariffs on key trade partners. With price growth and geopolitical tension, industry players are increasingly worried about declining traffic and reduced consumer confidence, raising questions about the restaurant sector resilience in the months ahead. Based on Circana’s CREST® consumer panel data, European foodservice traffic declined by -1% in Q1 compared to the same period last year, while consumer spend grew by +1% despite fewer visits, driven by an increase in average restaurant check growth. “The industry is getting more competitive. However, there are common growth drivers observed in Europe that help to partially offset the traffic shortage and will drive future growth opportunities for those who take advantage of it.” - Edurne Uranga, VP Foodservice EMEA at Circana Digital occasions, including Click&Collect & Digital Food Delivery, are responsible for 7% of the total traffic and grew by 7% Dinner occasions outperformed the market and grew +1% 42% of all foodservice occasions include some kind of promo and grew by 2% A growing return-to-office effects were seen resulted in +0.3% traffic growth of workplace and school canteens Great Britain : Snacking Is Showing Double-Digit Growth As the UK’s foodservice industry navigates ongoing economic pressures, one bright spot is emerging: snacking. According to new data from Circana, snacking occasions, especially in the afternoon and evening, are showing double-digit growth, up 13% and 14% respectively year-on-year (Circana, CREST®, YE March 2024), even as traditional meal occasions stagnate. The shift is driven largely by younger consumers. Visits among 25–34-year-olds have surged by 23%, making them the primary force behind this change. In total, over 50 million visits have moved from traditional meals to snack occasions in the past year, including 30 million from lunch alone, and 10 million each coming from breakfast and dinner. (Circana, SnapMyEats®, YE March 2024). “Snacking isn’t just a side note, it’s becoming the main event. As consumers rewrite the rules of how they eat, brands and operators that embrace this shift will be best positioned to win.” - Seton Leung, Head of UK Foodservice at Circana. This evolving behavior is being fueled by more flexible lifestyles, remote work, and a desire for affordable yet satisfying options. In response, foodservice operators, from QSR chains and convenience retailers to fast-casual and full-service restaurants, are adapting with smaller product formats, all-day snack deals, and off-peak menus that help drive traffic and optimize kitchen operations. For FMCG brands, this presents a timely opportunity to innovate and invest in snacking solutions that meet consumers where they are, both in mindset and moment. Germany : Breakfast Continues To Be Growth Driver Due To Consumer Demand Among Young Adults In Germany, the market gained +2% in consumer spending in the full year 2024 (+2%), there was a significant loss in guest visits of -2% driven primarily by price increases due to the rise in VAT in January 2024. Therefore, spend per visit grew by +5%. “With the beginning of 2025, that effect has ended and more moderate price increases led to a more stable performance of the Germany restaurant industry,” - Jochen Pinsker , Foodservice Industry Advisor at Circana commented. Over the past year, breakfast has been a growth driver for the German restaurant industry with increasing demand – especially from young adults – leading to +2% more visits in 2024 compared to the prior year. That time of the day already accounts for 2.6 billion foodservice occasions in the country. And this isn’t just a passing trend. Even before the pandemic, this time of day was already a key growth area, driven by social shifts such as the rise in single-person households and the growing number of women in full-time employment. But there is a shift in the food and drinks that guests chose: The most important products for breakfast away from home remain hot drinks and sandwiches, although both are on the decline. These are being replaced by non-alcoholic drinks, baked goods and healthy breakfast alternatives. In terms of beverages, energy drinks are particularly noteworthy and are increasingly replacing coffee drinks, especially among teenagers and young adults. In the baked goods segment, pretzels are enjoying above-average growth. “Muesli and cereals saw double-digit growth, reflecting consumers’ growing preference for healthier options,” Pinsker added. France : Global Uncertainty Has Impacted Foodservice Traffic, But There Are Opportunities in Digital Occasions As in the rest of Europe, French foodservice traffic declined by -1% in Q1 2025 compared to the previous year. However, a +0.5% increase in the average check helped offset the overall drop in consumer spending. “The French foodservice industry has been affected by global uncertainty, stemming from international events such as the U.S. election, and domestic political shifts, contributing to a subdued start to the year." - Maria Bertoch , New Business Development Director at Circana France. However, certain growth drivers in France are helping to partially offset the decline in traffic such as Digital occasions (Delivery + Click&Collect) represented 8% of commercial foodservice traffic and grew by +5 % vs Q1 24. In France, certain areas of the foodservice industry are showing signs of recovery. Ready-to-eat food and beverages for immediate consumption in regular retail outlets saw a 4% increase in traffic year-on-year. Meanwhile, after a difficult year, lunch, an important consumption occasion for the French foodservice sector, returned to growth in Q1 2025, driven by collective catering. As one of the most affordable out-of-home dining options for French workers, with an average lunch check of €5.50, collective catering continues to play a key role in supporting the industry. Italy : Consumers Look For Convenient, Ready-To-Eat Products Out-of-home consumption progressively slowed over recent months. In the first quarter of the year, visits declined by -0.7%, accompanied by strong trading-down behaviour. Lunch and dinner occasions saw a -1.5% drop in visits, while lower-spend occasions such as breakfast recorded positive growth. “The consumer carefully selects occasions and products to consume out of home. In general, the average number of items consumed decreased resulting into negative trends in accessory components such as side dishes and beverages. Only low-priced products such as coffee, baked goods and sweet snacks are growing.” - Matteo Figura, Foodservice Executive Director at Circana Italy. The current consumer behavior generally benefits chains as well as retail where ready to eat products are perceived as a convenient choice. The first quarter of the year has been affected also by the more restrictive measures in driving and alcohol consumption introduced in December. Wholesaler beverage sales registers a negative trend in volume for the total category of -4.0% in YTD February driven by Beer (- 8,6%) and Spirits (-8,0%). Spain: Breakfast Spending Increased Due To Return To Office Routines In Spain, during the first quarter of 2025, consumer spending in the foodservice sector increased by +1.5%, driven by a +2.1% rise in average spend per visit, despite a -0.6% decline in traffic compared to the same period last year, according to data from the CREST® consumer panel. This drop in traffic was partly due to the timing of Easter, which fell in the last week of March in 2024 but shifted to April in 2025. Additionally, April 2025 was one of the rainiest months since 2018, according to AEMET (the Spanish Meteorological Agency). Nevertheless, certain consumer behavior trends outperformed the overall market results during this first quarter: Breakfast occasions saw a spending increase of over 11%, supported by a 4.6% rise in visits, closely linked to the return to office routines, and higher average spend. Adults over 35 without children increased their total foodservice spending by +3.7%, gaining 1.1 percentage points in share of total sector expenditure. “In such a competitive market as foodservice, having clear and detailed insights into consumer trends is key to designing winning strategies,” - David Domínguez, Foodservice Director for Spain at Circana.

CHICAGO and NEW YORK — June 2, 2025 — Circana, LLC  has announced the successful completion of its acquisition of NCSolutions   (NCS), the joint venture between Nielsen and Catalina that improves advertising effectiveness. With this acquisition, Circana significantly expands its media measurement capabilities. Circana announced its intent to acquire NCS last year. “We are thrilled to welcome the talented NCS team to Circana and meaningfully enhance our media capabilities,” said Stuart Aitken , president and chief executive officer of Circana. “Allocating finite marketing resources is one of the most critical and challenging decisions organizations face today – and there is no substitute for comprehensive, real-time data and actionable insights to optimize outcomes. Bringing together Circana and NCS data, technology assets, and industry-leading expertise will deliver more value for our clients as we work with them to maximize every media and marketing dollar they spend.” Clients of both organizations will gain broader access to audience targeting, media measurement, in-flight optimization, and clean room solutions. This combination will also increase efficiency and offer improved products and services to fuel clients’ growth through more targeted and impactful advertising. NCS will join Circana’s Media team, which works with advertisers and their agencies to plan, target, activate, measure, and optimize media spend. Its solutions portfolio is built on a robust enterprise technology platform, actionable CPG and general merchandise shopper, sales, and causal data sets, and advanced analytics. The Circana Media team is led by Cara Pratt, president of Global Retail & Media for Circana. “NCS has built a stellar reputation in advertising effectiveness,” said Aitken. “We are excited to work alongside their team to bring even better services and solutions to our clients and help them unlock new growth.” Circana continues to work towards closing its previously announced acquisition of Nielsen’s Marketing Mix Modeling business. About Circana 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. 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. Learn more at www.circana.com . About NCS NCSolutions (NCS) makes advertising work better. With scientific rigor and leading-edge technology, NCS empowers the CPG ecosystem to create and deliver more effective advertising. With NCS’s proven approach, brands are achieving continuous optimization everywhere ads appear, through purchase-based audience targeting and sales measurement solutions. About Catalina Catalina is a leader in shopper intelligence and precisely targeted in-store, TV and digital media that personalizes the shopper journey. Powered by an unrivaled real-time shopper database and AI-optimized data science, Catalina helps retailers, CPG brands and agencies optimize every stage of media planning, execution and measurement to deliver more than $6 billion in consumer value annually. With operations in the US, Costa Rica and Europe, Catalina has no higher priority than ensuring the privacy and security of the data entrusted to the company and maintaining consumer trust. About Nielsen Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 45 countries . Learn more at   www.nielsen.com   and connect with us on social media  ( Twitter , LinkedIn , Facebook   and Instagram ).

The 2024 Sustainable Market Share Index™ shows CPG products marketed with sustainable attributes increased market share by 2.6 percentage points since last year, but are dwarfed by European markets. CHICAGO and NEW YORK – May 27, 2025   – The 2024 Sustainable Market Share Index™  (SMSI), an annual research initiative at the NYU Stern Center for Sustainable Business  (CSB) in partnership with Circana LLC , shows consumer packaged goods (CPG) products with sustainable attributes marketed on the package enjoy 23.8% market share, up from 21.2% in the previous year. For the first time, CSB also conducted the methodology on two European markets, the United Kingdom and Germany, to find a significantly higher market share in both countries. Key findings include: In 2024, the United States’ market share of sustainable products was 23.8% (excludes private label/store brand purchases). The share of sustainable products and private label products are both steadily increasing at the expense of conventional products. The UK and German sustainable markets largely outweigh the U.S. share. In the UK, sustainable products make up 36.8% of the market share, and in Germany, 42.0%.  Market share of sustainable products in the U.S. has increased by 9.2 percentage points since 2013. Products marketed as sustainable achieved a five-year CAGR of 12.4%, growing 2.3 times faster than conventionally marketed products and outpacing the total U.S. market’s 6.8% CAGR. 19 of the 36 individual categories analyzed in the U.S. have seen a +10 percent point increase in the sustainable market share since first analyzed in 2013. Sustainable products in the U.S. still enjoy a significant price premium, costing an average of 26.6% more than their conventional counterparts. However, the price premium has stabilized, largely unchanged throughout the recent inflationary period. Moreover, the average price premium across all categories is at or below 5% in the European markets studied. “Sustainability isn’t just a trend; it’s a business imperative,” said Joan Driggs, vice president of Content and Thought Leadership at Circana. “This research demonstrates that products marketed as sustainable are not only performing well but outpacing conventional goods in growth, proving their value for consumers and the bottom line alike.” CPG products marketed as sustainable in the U.S. have been steadily gaining market share, driving growth faster than conventionally marketed alternatives. However, the research reveals that current U.S. market performance falls significantly behind European counterparts studied. The gap highlights immense potential for innovation and investment in sustainable offerings to align with evolving consumer preferences. “We continue to see sustainable products outpace the growth of conventional, with veteran brands adopting sustainable claims on legacy products and driving category shifts,” said Randi Kronthal-Sacco, senior scholar at the NYU Stern CSB, who leads the research initiative. “We are encouraged to see that even with continued inflation, price premiums remain stable and sustainable products continue to eat into the market share of conventional products. We are also thrilled to finally bring the research methodology to Europe, where we see the U.K. and German market share dwarf that of the U.S.”  The study underscores the advantages of capitalizing on sustainability-marketed products, which are proven drivers of value. Findings show that these products have enjoyed faster growth rates and higher price premiums, while also fostering stronger consumer loyalty. For U.S. retailers and manufacturers, bridging the sustainability gap offers a route to expanded market share and long-term profitability. To learn more actionable insights on sustainable product growth, download the Sustainability: The CPG Growth Opportunity  research report. Register for Webinar Circana and NYU Stern CSB will present key findings from the report in a co-hosted webinar on May 28 at 2 p.m. CT. Randi Kronthal-Sacco and Joan Driggs will cover how sales of sustainable products compare to conventional products, what the price premium is for sustainable products, and what the U.S. can learn about sustainability from other geographies. Register here  for the “Sustainability’s CPG Growth Opportunity”   webinar.   About NYU Stern Center for Sustainable Business The NYU Stern Center for Sustainable Business (CSB) was founded on the principle that sustainable business is good business. We provide education, conduct research, and influence industry practice by proving the financial value of sustainability for business management and performance. At CSB, we aim to equip future and current corporate leaders with updated business frameworks that embrace proactive and innovative mainstreaming of sustainability, resulting in competitive advantage and resiliency for their companies as well as a positive impact for society. The Sustainable Market Share Index is an annual research initiative to analyze the purchasing behaviors for consumer packaged goods marketed as sustainable. Learn more at stern.nyu.edu/sustainability  or follow us on LinkedIn @NYU Stern Center for Sustainable Business  and Twitter @NYUSternCSB . Contact Shelley Hughes Email: shelley.hughes@circana.com 312-731-1782 NYU Stern CSB Contact  Alison Berg  Email: alison.berg@stern.nyu.edu 609-356-2891

The beauty industry’s resilience continues to shine. Among CPG and prestige retailers in the U.S., beauty outperformed total store sales across the remaining industries in 2024 – and in many cases drove stronger total store growth – showcasing that when beauty performs well, other industries rise. Even as economic sentiment declines, U.S. consumers continue to turn to beauty products and the industry outlook is positive for 2025. Generational impacts on overall market trends and other dynamics will drive the positive momentum in the coming year. The Importance Of Generational Audience Segments In The Beauty Industry Let’s first look at consumers’ multifaceted approach to beauty, which can vary by age and highlights the differences in attitudes, purchase influencers, and shopping preferences. These nuances are important for beauty brands and retailers to understand because actual behaviors may be counterintuitive to presumed expectations. Gen X is a great example here; their behaviors when engaging with beauty are more aligned with younger Gen Z and Millennial consumers than with older Boomers. Recognizing these distinctions can ensure we as an industry connect with key consumer groups most effectively.  How Is Gen Alpha Entering The Beauty Industry? In addition to Gen X, another key consumer group is Gen Alpha. They burst onto the beauty scene a little over a year ago and their enthusiasm has only accelerated. Higher income households with children under 18-years-old have grown their spending on beauty products three-times faster than everyone else. While tapping into a whole new crop of unexpected buyers can be exciting, this is a double-edged sword for the industry. We can encourage their youthful enthusiasm, but we also have an obligation to keep them safe. Developing age-appropriate products and focusing on continued education will lead to positive engagement, which will be key to appealing to this emerging consumer for years to come. How Are Millennials Shifting Their Beauty Product Spending? Millennials continue to drive shifts and trends in the market as they age and their needs and priorities change. One example is in makeup, where Millennials are showing the largest drop in usage, which contributed to the slowdown in sales performance across the mass and prestige markets. This cohort has also shown the biggest pullback in their discretionary spending across multiple industries outside of beauty. Within beauty, they remain engaged overall, but if their behavior across other industries is any indication, they may have to make different choices in the coming year regarding their beauty spend. Identifying ways to encourage continued engagement from Millennials will be key to ensuring industry success.  Across generations, dynamics and trends may vary, but there is one element that unites us: regardless of age, 75% of consumers believe that it is more important to feel good than to look good. Maximizing that opportunity will require our industry to turn traditional marketing language on its head. Clearly communicating that beauty is most about feeling good will go a long way for all beauty enthusiasts and ensure a strong, resilient future.  Unlock Actionable Consumer Insights In The Beauty Industry As a leader in understanding consumer behavior, Circana's Complete Beauty provides best-in-class consumer data across the prestige and mass beauty. Brands can identify growth opportunities by leveraging data-backed insights into consumer behavior.

How Consumer Preferences Have Changed In The Beauty Industry 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.  Clinical Expertise Rises Above Clean Beauty Producs 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.  The Importance Of Transparency, Sustainability & Ethical Practices For Beauty Products 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. Get Comprehensive Insight Into the Beauty Industry With Circana's Complete Beauty Circana's Complete Beauty provides best-in-class granular data with precise insights. Leverage point-of-sale data alongside Circana's industry data for both mass and prestige beauty.

Fragrance maintains its position as the top-performing category CHICAGO, May 19, 2025   –  U.S. prestige beauty industry sales revenue remained flat in the first quarter (Q1) of 2025, compared to the same period in 2024, according to Circana  LLC. In comparison, mass market beauty sales experienced a year over year dollar increase of 3% – marking the first time in several years when the mass channel has outpaced prestige. Price increases contributed to the stronger performance in the mass market, as unit sales were down 1%. Overall softness for prestige beauty in Q1 was driven primarily by consumer pullback in January, which improved in February and further improved in March, when in-store sales experienced a lift. In fact, all beauty categories experienced prestige market growth in March. Looking at sales by category, fragrance  continues to hold its place as the top-performer, with Q1 dollar sales up 4% in the prestige channel and 8% in the mass market. In prestige outlets, gift sets outperformed thanks to mini and travel size sets, with an increase of 45%. High concentrations including eau de parfums and parfums continued to drive the greatest impact on growth. Maintaining its position as the largest prestige beauty category based on sales volume, prestige makeup  experienced a slight decline of 1% based on dollars. Though the face and eye segments were challenged, stick formats have been a bright spot. In fact, stick eye shadow and stick foundation each grew double digits, outperforming their counterparts that come in more traditional forms. Overall lip makeup sales remained flat; however, lip liner and other lip makeup which includes lip oils and lip balms grew. The skincare  category experienced a decline of 3% in dollars, but units sold grew by 1% in the prestige channel. In mass, the category posted growth in terms of both dollars and units, which is notable given that skincare was the most challenged beauty category in prestige retail. Skincare’s prestige performance was driven by declines in facial skincare, notably key areas such as face serum, face exfoliator, and lip treatment. Conversely, body and sun care segments continued to grow. Body sprays, serums, deodorants, and hand soaps all grew by double-digits, and sun care-related products from sunscreen to self-tanners grew, as well. The hair  category emerged as one of the strongest within prestige beauty in Q1, growing by 4% in dollars and experiencing single-digit growth in the mass market, as well. In prestige, styling products were the top driver, increasing by 12%. Emphasizing the importance of hair wellness, scalp care products continued to grow in sales, as well as those addressing hair thinning, hair loss, and heat protection.  “The beauty industry will continue to stabilize following its tremendous growth streak in prestige, even as some categories such as fragrance will continue to surge,” said Larissa Jensen, global beauty industry advisor at Circana . “The macro landscape of 2025 presents a complex mix of factors that will shape industry dynamics. When navigating through what we can’t control, we as an industry must prepare where we can – through strategies that include creating brand value beyond price and focusing on compelling value propositions and high-margin innovations to appeal to consumers.”

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.