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.

CHICAGO, April 7, 2025   –  Rather than a standalone entity, wellness is a central theme that inspires all facets of consumer behavior and touches on many industries. Circana, LLC  defines wellness as products or services that empower self-care by enhancing consumers’ physical, mental, and emotional well-being. According to Circana, well-being focused consumers have a buying power exceeding $1.1 trillion  in the U.S., highlighting the significant market potential for companies that cater to this demand. While traditional physical factors such as exercise and nutrition continue to rank as the leading factors contributing to health and well-being among U.S. consumers, mental factors including sleep quality, work/life balance, and a healthy home environment are growing in importance, according to a Circana survey. In other words, wellness is increasingly being recognized as a trifecta of balance across body, mind, and soul. “As well-being practices touch all aspects of our lives, maximizing these opportunities is a win-win across many industries,” said Kristin Hornberger, EVP of Wellness, Beauty, and Homecare at Circana .  “Identifying unique ways your industry can support the consumer journey for total well-being and exploring collaborations and co-branding partnerships are strategies that will resonate with an open and eager consumer base.”  The physical side of wellness  has many focus areas, most of which are growing. Weight control, digestion, pain management, deodorant, oral care, and vitamins and supplements tied to energy all grew in 2024, versus the prior year. Circana data also finds that consumers are supplementing beyond meal occasions for more protein; sales of protein drinks, powders, and supplements grew 18% in 2024. In the pursuit of emotional well-being , Circana finds that 77% of Americans prioritize their mental health including stress, sleep, mood, and motivation. Beauty is one industry that is intrinsically tied to this aspect of wellness. When analyzing the percentage of women incorporating beauty into their wellness routine, 46% dedicate time to skincare, over 30% apply makeup or style their hair more often to make themselves feel good, and more than one-quarter wear fragrance to lift their mood.  “The evolution of wellness has provided a boost to the beauty industry, which has products that provide both the tangible benefits that affect our bodies such as skincare and suncare, but also the more ethereal intangible benefits that affect our mood like fragrance, makeup, and hair styling,” said Larissa Jensen, SVP, global beauty industry advisor at Circana . Fuel for the soul , seeking community and social engagement is the third element of well-being and it manifests in various forms. Circana survey data shows that keeping mentally fit is a leading reason for sports participation – and the number one reason among women. The books consumers are buying also reflect a shift in attitudes around wellness; books on mental health, menopause, healthy cooking, and diseases and conditions experienced double- to triple-digit growth in 2024. “Wellness is a constantly shifting paradigm of practices that work together to make the individual feel empowered,” said Hornberger. “As the landscape of consumer priorities continues to evolve, companies that align with the principles of well-being will be well-positioned to thrive.”

CHICAGO – April 8, 2025   –   Circana, LLC , a leading advisor on the complexity of consumer behavior, announced today that it is launching Liquid Mix™ , a groundbreaking self-service marketing mix platform. Designed to empower brands of all sizes, Liquid Mix solution provides marketers with rapid, actionable insights to optimize marketing budgets like never before. “Marketing mix has always been critical for guiding strategic decisions, but too often, barriers like cost, time, and technical complexity have prevented brands from fully realizing its value,” said Yeimy Garcia Smith, senior vice president of Global Measurement at Circana. “Liquid Mix removes those barriers, offering brands an innovative self-service solution. Not only is it faster and more accessible, but Liquid Mix remains rooted in Circana’s trusted, industry-leading data, ensuring brands never have to compromise on quality and granularity. The future of marketing mix is flexible, and with the addition of Liquid Mix to our Circana portfolio, we now offer a faster, more accessible solution tailored to meet the diverse needs of our clients.”  Revolutionizing Marketing Mix Modeling The Liquid Mix AI-powered self-service platform addresses long-standing challenges in traditional marketing mix approaches. Historically resource-intensive, slow, and primarily accessible to flagship brands, marketing mix modeling has often been out of reach for smaller businesses or non-core brands. Liquid Mix solution changes the game by delivering on-demand, AI-powered insights that are fast, accessible, and user-friendly. With Liquid Mix, Circana’s trusted store-level, point-of-sale (POS) data serves as the foundation, ensuring marketers no longer need to choose between accuracy and speed. Key attributes include: Fast:  Achieve answers to critical business questions in minutes with Liquid Mix solution—80% faster than traditional marketing mix models. Flexible:  Leverage Unify+, an on-demand decision-making platform built for smarter, data-driven strategies. Export insights to PowerPoint or Excel and model performance at sub-brand and channel levels. Adapt as business evolves, revisit models, and integrate data for comprehensive analysis.  Granular: Harness the power of Circana’s store-level data and AI to drive business outcomes. Perform advanced historical modeling to uncover insights, confidently simulate future scenarios, and fine-tune marketing spend for maximum ROI. Access an extensive database of thousands of CPG and general merchandise industry benchmarks for precise context and dependable comparisons. Designed for Brands of All Sizes Whether businesses are new to marketing mix modeling or looking for flexible approaches to meet their measurement needs, Liquid Mix has them covered. The Liquid Mix AI-powered self-service platform delivers a powerful, streamlined, and scalable solution, serving as either a stand-alone solution or part of a larger strategy to measure and plan your marketing investments. Brands using the Liquid Mix solution can expect results grounded in Circana’s comprehensive data ecosystem, which integrates marketing, trade, macroeconomic factors, pricing, distribution, and competition. Historical studies show that in the first year of adoption of Liquid Mix, brands can generate up to a 45x return on their investment in the solution.  Availability The AI-powered Liquid Mix platform is making its debut during Circana’s Growth Summit, taking place April 7-9 in Orlando, Florida. The platform’s launch is slated for the summer of 2025 for U.S.-based clients, as well as U.K., France, and Italy in EMEA. Germany is expected to follow later this year. Marketing Mix Solutions That Evolve with Clients To meet clients where they are, Circana provides adaptable solutions designed to grow alongside clients’ needs. Circana works collaboratively to recommend the most effective approach for each brand, whether it is through the Liquid Mix solution, consultant-led marketing mix solutions, or a hybrid total portfolio strategy. Combining flexibility, expertise, and tailored recommendations, Circana delivers strategies that align with each client’s unique goals. Learn more  about Circana’s Liquid Mix solution.

Circana Analysis Reveals Rising Office Occupancy Sparks Opportunity to Drive Greater Demand for Morning Commute and Lunch Occasions CHICAGO — April 9, 2025   — Circana, LLC , unveiled new research, “Emerging Trends: Daypart Disruptions Impacting Consumer Behavior,” during the 2025 Growth Summit in Orlando, Florida. The study reveals the evolving dynamics of daily eating patterns, the rise of snack foods in traditional meals, and the influence of life stages and workplace changes on consumer habits.  “Our research showcases how disruptions in traditional mealtimes are creating opportunities for businesses to rethink their strategies,” said David Portalatin , senior vice president and food industry advisor for Circana. “By addressing these shifts, companies can stay relevant and connected to their audiences while tapping into new moments for growth.” The report highlights pivotal shifts in consumer behavior, including: Transformations in Daily Eating Patterns:  Early breakfasts are becoming more prominent, with 39% of consumers eating before 8 a.m., an increase of 5 points in 2024 compared to 2020. Lunchtime is losing favor as more consumers turn to convenient, on-the-go solutions, while dinner is increasingly shaped by heat-and-eat or ready-to-eat options. Snack Foods Redefining Meals:  Snacks are no longer just between-meal indulgences but are frequently integrated into lunches and dinners, with snackable items like chips, crackers, and nuts gaining popularity. In 2024, 37% of consumers were looking for quick bites instead of larger meals, compared to 36% in 2023, and 29% in 2010. Influence of Work Trends:  The shift to hybrid work models has markedly changed away-from-home meal consumption patterns for morning and lunch occasions. Initially, the increase in hybrid and remote schedules posed headwinds for the foodservice industry. However, office occupancy rates have been trending upward, as many companies have strengthened their return-to-office policies. This shift presents a valuable opportunity for the foodservice industry to boost demand for morning commute and lunch occasions. Notably, in January and February, white-collar workers increased their on-premises foodservice morning and lunch visits by 8% compared to a year ago. “Recognizing these emerging consumption moments will help restaurants and retailers to reimagine opportunities across dayparts and tailor offerings to fit evolving consumer preferences for portion size, portability and price points,” added Portalatin.

CHICAGO — March 26, 2025   — Circana LLC , the leading advisor on the complexity of consumer behavior, today released its 2025 Definitive U.S. Restaurant Ranking Report, offering an in-depth look at the brands shaping the future of the restaurant industry as well as insights on consumer spending trends, key growth drivers, and category performance. In 2024, consumer spending increased by 2%, marking the fourth consecutive year of growth. Remarkably, consumers collectively spent $1 million at restaurants every minute in 2024, with nearly every person in the country dining at one of the top 50 restaurants during the year. The prevailing theme of 2024 was value, driven by persistently high inflation. Many chains began offering meal deals midway through the year, and this value competition is expected to continue into 2025. Notably, 20 of the top 50 restaurants provided a value meal deal in 2024, achieving varying degrees of success. "As the industry moves forward, value will remain a crucial strategy, although the most effective approaches will extend beyond mere pricing . For instance, nostalgia has emerged as a compelling tactic that consistently drives traffic gains for restaurants and will be a trend that we continue to watch." David Portalatin  - Senior Vice President and Food Industry Advisor for Circana To qualify for the Top 50, a restaurant must achieve annual consumer spending exceeding $1.35 billion. Collectively, the top 50 restaurants account for 61% of the entire restaurant industry’s spending, despite representing only 24% of all restaurant locations. Among the top 50, 34 are quick-service restaurants (QSRs), 11 are casual dining establishments, and five are midscale chains. The QSR hamburger category is the most prominent, featuring 10 chains. However, it was the QSR chicken chains that demonstrated the strongest performance in 2024. In terms of growth, 28 of the top 50 restaurants experienced dollar sales growth in 2024, while 31 saw an increase in locations. The top 10 restaurants are all QSRs, with Olive Garden recognized as the largest casual dining chain and IHOP leading the midscale category. The top three restaurants—McDonald’s, Starbucks and Chick-fil-A—stand out significantly, collectively generating over $100 billion, which accounts for 32% of the top 50’s total dollar sales. Learn more about the 2025 Definitive U.S. Restaurant Ranking Report. Methodology The Definitive Restaurant Ranking leverages multiple data products and services from Circana’s unmatched research product portfolio combined with experienced analyst estimates. Sales estimates represent each chain’s total U.S. system for the year ending December 2024. They are anchored on CREST®, Circana’s flagship, syndicated study of consumer purchases of restaurant-prepared meals, snacks and beverages. Unit counts are sourced from the Fall 2024 release of Circana’s ReCount® service, a census of chains and independent restaurant locations that has been regularly updated since 1988. Today, ReCount provides unit counts and trends for over 1.2 million foodservice operators. Annual buyer penetration and average annual purchase frequency for the year ending December 2024 are sourced from Checkout, Circana’s gold standard longitudinal consumer panel tracking behavior of the same consumers over time. These primary sources and other proprietary Circana data, public reporting, and Circana analysis generate this new industry standard restaurant ranking.

CHICAGO — Feb. 27, 2025   — Circana ™ announced its 12th annual Home Industry Performance Awards just ahead of the Inspired Home Show, hosted by the International Housewares Association in Chicago March 2-4. Awards were presented by Circana’s Home Durables practice to the small appliance and housewares (non-electrics) brands in the United States, Canada, and Mexico with the largest dollar and peso share increase among releasable brands within key categories in 2024, compared to 2023, according to Circana’s Retail Tracking Service. Awards were also presented to emerging leaders in the primary industry segments, recognizing brands with the most significant dollar share increase in the U.S. "The consumer continues to search for value — making the most of everyday activities, and their home is a big component of that reality. Leading home appliance and housewares brands are providing economically challenged consumers with the tools they need to navigate challenging economic times, while also finding new sources of entertainment within their own homes. Congratulations to this year’s winners for offering innovative ways of approaching the everyday, and inspiring future growth opportunities for the industry" Lora Morsovillo, president, Home Durables , Circana

Week-to-week fluctuations in consumer spending and pockets of change reflect uncertainty CHICAGO, March 17, 2025 — U.S. consumers demonstrated their uncertainty through weekly ups and downs in discretionary retail spending in February, even as the overall results depicted stability. In the combined four weeks ending March 1, 2025, overall retail sales demand was flat compared to the same time in 2024, with 1% dollar growth, according to Circana ™, a leading advisor on the complexity of consumer behavior. While the steady appearance of retail performance carried through topline views of discretionary general merchandise, retail food and beverage, and nonedible consumer packaged goods (CPG), underlying disruptions are emerging. "The paralyzing effects of economic uncertainty are starting to show up in short-term interruptions in discretionary consumer spending. On top of the existing concerns around inflation and the cost of goods, consumers are being inundated by headwinds that are creating pockets of behavior changes that have yet to impact the big picture." Marshal Cohen  - Chief Retail Industry Advisor For Circana Beyond the weekly fluctuations in discretionary spending that occurred in February, retail spending changes are developing among specific consumer groups. Circana’s recent Five in ’25 retail and consumer predictions  identified the uncertainty that may be felt among U.S. Hispanic consumers this year as having the potential to create significant changes in their retail activity. Those changes have already begun to take shape, as U.S. Hispanic consumer spending declined at a greater rate than that of the rest of the consumer population in January. In addition, consumers with a household income of less than $50,000 are the ones feeling the effects of elevated prices the most, and that discomfort was reflected in a 12% decline in January spending. These consumer groups, as well as those in rural parts of the country, are starting to change their purchase behavior, and this will have an impact across both discretionary and nondiscretionary retail. Spending is also slowing among consumers aged 55 and up, as well as among those in upper income brackets, who have been critical to bolstering retail spending for the past few years. The spending shifts among these groups will create fragility in discretionary spending first, with effects that will ultimately be felt across all of retail. “The long list of change factors currently at play, from inflation and tariffs to weather and politics, are creating the potential for a perfect storm at retail, and the consumer is at the center of it all,” added Cohen. “In order to weather this storm, every retailer and manufacturer must remain aware of the activity both inside and outside their product and consumer sweet spots, and be prepared to make adjustments that will both calm and compel the consumer.”

What manufacturers are winning in CPG and why? This two-part webinar series reviews top-performing CPG manufacturers as part of our annual CPG Growth Leaders study. Leaders from top-ranked companies join our Thought Leadership team to share their perspectives on how to drive winning sales and share growth in U.S. omnichannel retail. The second webinar, featuring growth leaders from Idahoan Foods and Beatbox Beverages, focuses on new and established smaller-size companies and what they did to capture consumers’ wallets. This session answers questions like: What manufacturers are winning in today’s CPG environment? How do these companies view the market and what are their drivers of success? What capabilities are leading CPGs prioritizing moving forward? Panelist perspectives shared here are for information only and not to be used, quoted, or reported on in any public venue without prior written consent. Speakers: Sally Lyons Wyatt, Global EVP & Chief Advisor, Consumer Goods & Foodservice Insights, Circana Cara Loeys, Principal, US CPG Corporate Thought Leadership, Circana Ryan Ellis, VP Retail Marketing & Business Development, Idahoan Food Justin Fenchel, Co-Founder/CEO, BeatBox Beverages Exclusive Insights Complete the form to receive your complimentary copy of our report, 2023 U.S. CPG Growth Leaders .

New solution offers unparalleled visibility into retail health with store-level insights CHICAGO–April 2, 2025 – Circana, LLC , a leading advisor on the complexity of consumer behavior, today announced the launch of Liquid Supply Chain™, a new solution that provides an accessible entry point into the Liquid Data® platform empowering suppliers with real-time insights to optimize supply chain planning and execution. The solution goes beyond measurement, providing prescriptive recommendations for inventory allocation, uncovering new revenue and cost-saving opportunities, and fueling the demand planning and distribution processes across the national enterprise. Liquid Supply Chain is available for suppliers in the US and UK. The new offering leverages automated ingestion, harmonization, and export capabilities across the supplier’s portfolio of retailers to provide insights down to the store, item, and day level in a fraction of the time—allowing them to focus more on executing rather than reconciling data sets. Powered by the most extensive set of retailer supply chain and inventory data available in the world, the Liquid Supply Chain solution delivers an unmatched view of supply chain and operational performance, helping suppliers quickly identify disruptions, manage inventory allocation, and improve overall efficiency. The solution will be available for demo at Circana’s Growth Summit, April 7-9, 2025, in Orlando, Florida. “For more than 30 years, Circana has been at the forefront of supply chain insights, serving as a command center for suppliers using downstream data to effectuate action. Liquid Supply Chain delivers enhanced visibility in a ready-to-use solution that adapts to each supplier’s unique needs without compromising quality or depth. Our deep expertise in retail, CPG, and general merchandise ensures businesses of any size can unlock the full value of our end-to-end platform and keep shelves stocked for shoppers.” Brad Shelton, President, Retail and Manufacturer Collaboration, Circana. The new solution expands the reach of Circana’s supply chain insights, making them accessible to CPG brands of all sizes. The Liquid Supply Chain solution provides a flexible, scalable option to measure supply chain performance for multiple brands and products across numerous retailers in a single view. By optimizing inventory across a national network of retailers, improving demand planning inputs, and enabling more effective inventory allocation for both everyday business and key events, the solution empowers CPG brands to drive meaningful business decisions with confidence. Learn more  about Circana’s Supply Chain solutions.

As our lives become more intertwined with technology, the concept of a true “smart home” has become increasingly tangible. Cutting-edge innovations that redefine how we experience home technology were showcased at this year’s Berlin-based tech trade show IFA, a counterpart to CES in the United States. While both shows highlight the latest wonders in tech, the products highlighted at IFA are based on the reality of what consumers are likely to want or need, rather than the proof-of-tech-prowess that CES is known for. Sustainability emerged as a prominent theme this year. With sustainable products ranging from whole-house solutions down to the smallest of accessories, companies are aiming to meet consumers’ needs and reach their business goals of carbon neutrality. Consumers are becoming increasingly interested in sustainability and want to be informed about how products are created and their lifespan. Many manufacturers are now paying attention to this trend, placing a greater emphasis on recycled materials and products that consumers can repair rather than discard (or send back to the manufacturer for repair). The use of recycled material (such as Urbanista’s Malibu speaker) was a highlight of the show. Fairphone, a Dutch-based smartphone provider, takes this concept to the next level with “ethically-sourced” materials that they combine with an easy upgrade option to allow consumers to swap out components with the use of a standard screwdriver. We expect this category of sustainably-built (and maintained) products to grow in importance over the next few years as a way to address consumer concerns. Such an approach could provide unique differentiation for smaller vendors looking to break into established markets. Yet, the bigger story comes with an ecosystem play, focused on reducing energy consumption in the home. Energy prices have increased considerably in the past few years, adding a substantial squeeze on many consumers’ budgets (especially in Europe). The result has been an acceleration of already prescient movement to pull away from fossil fuels towards renewable energy sources such as wind and solar. While no one at the show was advocating for consumer-owned wind-turbines, solar solutions were abundant, especially when combined with battery back-up solutions. This is even important in places like Berlin, where they only get to enjoy sunshine 17% of the year. The energy management solution is about far more than simply throwing some solar panels on the roof, and a barrage of batteries to store the power. Rather, it is about how the tech devices in the home are used, and how energy efficient they are. This provides an opportunity for “smart home” providers to move beyond their current, somewhat modest, solutions into a comprehensive ecosystem. Take, for example, the smart washing machine. Many consumers today like the concept of this device simply because it sends them a smartphone alert when the wash is complete (which is hardly ground-breaking technology). However, if the washing machine is tied into a true smart home, the device can run at the optimum time to use the least amount of (or cheapest) power. Sunny outside? It will run now to leverage the solar panels. Three weeks of grayness in December? Perhaps it will run at 2 a.m. when there is less demand on the grid, and therefore cheaper power. This sets the stage for more comprehensive smart home solutions that leap beyond today’s somewhat clever individual devices (smart lights, thermostats, and so on). A true smart home solution needs to be inclusive of all devices – and particularly the larger appliances – with the goal of creating a clear value proposition for the consumer. And nothing is a clearer than the goal of saving money in the long term. Get insights straight to your inbox

By Paul Gagnon , Mike Crosby and Ben Arnold We have reached the peak of the holiday shopping season, and before results for Black Friday and Cyber Week are available, we thought it would be important to check in and see how the season is progressing.  So far, seven weeks into the holiday quarter, consumer technology sales are running close to 2023 at this same time, although there was a significant dip in weeks 44 and 45. However, this wasn’t unexpected. The later occurrence for Black Friday (shifted a week later this year) and the impact of the election crowding out retailer promotions at the end of October and beginning of November have pushed the start of promotions closer to the core holiday season. Additionally, Circana’s Holiday Purchase Intentions survey of consumers in September indicated a later start to holiday shopping this year. Total dollar sales for the seven weeks ending Nov. 16 are up about 1%, while our forecast for the total Q4 period is just more than flat. With on-target retail performance in tech so far, it’s important to look at some of the key holiday categories to get a sense of where consumers are voting with their pocketbooks. TVs Demand has continued to rise by low- to mid-single-digits on a unit basis as consumers continue upgrading their TVs and taking advantage of some improved price drops as compared to this summer. However, the shift to more value priced sets has continued, though slowing, leading to some mild revenue erosion. The deals have started to pick up, though, post-election, and we are starting to see a strong consumer response in this pre-Black Friday period. TVs 65 inches are larger are performing better so far, especially XXL TVs bigger than 75 inches. Home Audio Soundbar sales are off to a sluggish start without any significant promotional effort yet to match the uptick in TV discounting. Price and promotion metrics from October point to potentially strong response by consumers to soundbar promotions during Black Friday. Unlike the TV category, where consumers can buy a clearly bigger TV for the same or less money than their previous purchase, it is harder for consumers to see an objective increase in bang for the buck compared to their last soundbar purchase, so there is more resistance to buying off-promotion. PCs Consumers are all about value this Black Friday, as economic uncertainty and ongoing inflationary pressures continue to influence buying behavior, leading many to hunt for deep savings and bundle offers across the PC spectrum. Notebook unit volume is forecasted to increase by 1% in Q4 while Desktops are expected to fall modestly year over year. “Doom spending” may become more prevalent this Black Friday as consumers — feeling the squeeze financially — seek to make the most of perceived lower prices and an opportunity to splurge, with many not just wanting a deal but also feeling a sense of urgency to “buy now” before market conditions turn unfavorable and prices increase. Portable Audio Stereo Headphones sales will see a strong 2024 carry over into a successful holiday this year, with several new products on the market and ample discounts to fuel demand. While I expect to see attractive promotions on True Wireless products this holiday even as the category has a fresh lineup of products, the top audio brands will also duke it out in the premium On/Around Ear wireless segment this season, where consumers will find a variety of brands and price points and compelling innovations like immersive sound. Streaming Speakers will also be a category to watch this season, especially Party Speakers, which have sold fairly well on promotion this year.  As we get results for the week of Black Friday, we should start to see if consumers are buying in line with their elevated expectations for spending during the core shopping season. The week just prior to Black Friday is showing strong performance compared to the same period a year ago. Stay tuned for more updates from Circana.

By Sally Lyons Wyatt, Global EVP & Chief Advisor, Consumer Goods & Foodservice Insights and John Crawford, SVP, Client Insights, Dairy Kefir and yogurt drinks, no matter how you pronounce the former, are dairy aisle darlings and bearers of the healthiest of halos in the beverage category thanks to their satiety and digestive benefits. Kefir’s household penetration (HHP) grew 15%, and yogurt drinks’ HHP grew almost 9%, versus a year ago, for the 52 weeks ending September 8, 2024. Sales grew for both in that period: Yogurt drinks grew 7.3% versus a year ago, and kefir grew 24.7% over last year. As recent acquisition bids for a leading kefir manufacturer suggest, these drinks demonstrate strong growth potential – and the benefits they bring to the table are clear. Consumers have shown they’re willing to pay premium prices for these products, which means marketers are doing something right. Four thing kefir and yogurt drink marketers do right Kefir and yogurt drinks are versatile, since they straddle the dairy and beverage categories. Their availability in different sizes, formats, flavors, and alignment with multiple wellness trends help them meet several consumer needs at once. Kefir and yogurt drinks have been successful not just because of the array of benefits they deliver, but also because of smart marketing strategies that have implications for other entrants in this category. Those strategies include: 1. Emphasizing inherent health benefits Kefir and yogurt are loaded with live and active cultures including Lactobacillus and Bifidobacteria, which have high antioxidant potential and enhance gut health, improve digestion and energy, and help prevent infections. Promoting these health benefits on product labels appeals to consumers who look for probiotics that occur naturally in a product (as opposed to sodas, where probiotics are added during processing). Kefir is also high in calcium and low in lactose and sugar, attributes that are well communicated in packaging, as well as by influencers and nutritionists on TikTok and other social media platforms where consumers turn for insights and inspiration. Makers of beverages like tea, pomegranate juice, and kombucha have leaned into their superfood reputations in their marketing, but dairy milk is one area ripe for improvement. Consumer awareness about the importance of calcium and its naturally high levels in milk has declined, which means milk packaging and marketing needs to more clearly communicate its benefits. High consumer awareness of kefir and yogurt drinks’ myriad functional benefits, and the way brands communicate about them, can be a model for other products. 2. Expanding usage occasions Kefir and drinkable yogurt’s pleasant taste (especially if you enjoy kefir’s tang) and ability to be parlayed into sweet and savory recipes and uses adds to their versality. They’re popular as breakfast items and a lunch accompaniment, and they’re increasingly being adopted as snacks in other dayparts. Yogurt drinks ranked highly in our Snacking Survey in 2024, which found 64% of U.S. consumers sometimes have a beverage as a snack. Online, recipes abound for adding kefir to smoothies, cereals, or in combination with fruits and nuts. If other products can add even one more use occasion as these products have, they can elevate a whole category. We saw this when cottage cheese surged in popularity after viral campaigns. Now it’s being used in ice cream and incorporated into smoothie recipes, making it one of the fastest-growing categories in the store. 3. Innovating with packaging It’s easy to forget that drinkable yogurt started as a snack for kids, sold in single-serve pouches. Now yogurt drinks come in sleeker single-serve bottles, multi-serve packages, and shot-sized servings with higher doses of probiotics. This variety helps consumers customize their consumption to their wellness goals and cater to different consumption occasions. Some Asian brands have gotten even more creative, selling yogurt drinks in baby bottles . 4. Targeting specific demographics For a fermented dairy beverage originating in Turkey and Eastern Europe, kefir’s growth among Hispanic and Asian shoppers, where it’s currently over-indexing, has been fascinating. This suggests the messaging around health benefits is landing with a range of consumers. Kefir and yogurt drinks also over-index with millennials, Gen Z, and households with children, shown by our OmniConsumer™ Scan Panel for the 52 weeks ending September 8, 2024. Other categories should regularly conduct analyses to identify growth opportunities among different demographic groups and tailor marketing strategies to resonate with these groups. During the pandemic, yogurt struggled because most yogurt sales are single servings. However, as mobility improves and as more people head back to the office in 2025, the future is bright for quick, portable, versatile beverages that help consumers feel full and get their nutrients on the go. For a deeper dive on beverages, listen to our recent webinar, Sips: Changing Consumer Beverage Preferences . And for more beverage insights, check out our two recent Growth Insights podcast episodes exploring our beverage research. Do you have any questions for Circana? Email GrowthInsights@circana.com .

Innovations like AI PCs and ultra-large TVs are taking priority with consumers, along with discounts CHICAGO — Dec. 19, 2024 — U.S. consumers flocked to retailers online and in stores during the weeks of Black Friday and Cyber Monday to purchase technology products. According to the latest retail sales data from Circana ™, total U.S. consumer technology spending grew 3.5% during the two weeks ending December 7, 2024, compared to the same two promotional weeks a year ago. After eight straight quarters of declining consumer electronics revenues following the pandemic boom, Circana is expecting growth this holiday season, and early results are positive. “Deals and doorbuster specials are a big part of why tech products are always among the hottest items for giving and self-gifting during the holiday shopping season, and consumers are responding to this year’s promotions,” said Paul Gagnon , vice president and technology industry advisor, Circana. “Even with the consumer’s continued focus on value, spending was up sharply during Black Friday and Cyber Monday for computers, tablets and cameras.”  Spending growth was strong for many categories — with a focus on IT-related spending — but not all products had positive Black Friday performance. TV sales revenue was down 3% compared to last year, and sound bar sales fell 15%. While spending was up overall, the priority shifted to products with the best discounts and more significant recent new product introductions or innovations.  Consumer Technology Black Friday and Cyber Monday Weeks Highlights:  Computers and Tablets. Notebook computer sales grew 9% from a year ago, and desktop computers rose 7%, despite relatively mild average selling price erosion overall. A shift away from gaming and toward more productivity-focused models, including AI PCs, signaled a potential long-awaited upgrade cycle beginning for computers purchased during the pandemic. Similarly, tablet sales grew 13%, even after six straight months of double-digit growth.  Ultra-Large Screen Size TVs. While overall TV dollarswere down compared to last year on the combined weeks of Black Friday and Cyber Monday, unit sales of TVs larger than 75 inches were up 20% this year, and OLED TV sales grew 12%, proving not all TV buyers were looking for the lowest-priced sets.  Wearable Devices. VR headsets and AR glasses were a hugely popular gift item last holiday season, and this year is no different, with combined Black Friday and Cyber Week sales growing 17% vs. last year. Fitness trackers have also been extremely popular this year, more than doubling sales season-to-date compared to last year, especially around smart rings. Digital Cameras. Camera sales have been strong in 2024 on the back of a social-media-driven renaissance and digital creator economy. Camcorder sales, which include sales of action cameras, rose 28%, and mirrorless detachable lens cameras grew 2%.  Headphones. While wireless headphones were once again one of the most popular tech products purchased during Black Friday, the hottest category continues to be the on/around ear wireless headband headphones, which grew 28% year-over-year for the two-week period.  “These results from the peak promotion weeks signal a strong start to the holiday shopping season for tech, but there are still a few more core shopping weeks to watch before the year closes,” added Gagnon. “As the full sales numbers emerge for the rest of the holiday season, the same emphasis on value and innovation will be the key to maximizing the abbreviated lead-up to Super Saturday.”  Circana’s Future of™ is a series of industry-specific forecasts and insights that incorporate Circana’s data assets, deep industry advisor expertise, macroeconomic inputs, superior technology, and advanced analytic modeling techniques. Future of Technology forecasts and insights are based on forecasted sales of technology products captured in Circana’s Retail Tracking Service point-of-sale data.

Season-to-date discretionary general merchandise spending remains 3% below last year following strong promotion peaks CHICAGO, December 19, 2024 — U.S. discretionary general merchandise spending at retail over the combined weeks of Black Friday and Cyber Monday increased 3.7% compared to the same promotional weeks last year. Until the 9% dollar decline that resulted from distraction related to the U.S. presidential election, discretionary spending was running around 3% below last year. Now, following the early November dip and promotional peaks, Q4 discretionary spending through December 14, 2024, is back to that same baseline established over a year ago, with a year-over-year decline of 3% in both unit demand and dollar sales, according to Circana ™, a leading advisor on the complexity of consumer behavior.  “Timing is everything. Thanksgiving 2024 occurred a week later than Thanksgiving 2023, creating significant disruption, not only in the timing of the traditional sales peaks related to Black Friday and Cyber Monday promotions, but also in the number of shopping days that follow, leading up to Christmas,” said Marshal Cohen, chief retail industry advisor for Circana . “The measurement of this holiday season is very different this year, but the consumer’s behavior remains stable.” This year’s Black Friday week discretionary general merchandise unit and dollar sales were up 2%, and Cyber Monday week sales were up 5%. Surpassing last year’s promotional week performance, which fell short of the year prior, was the first test for this holiday shopping season. Black Friday 2024 beat Black Friday 2023 and aligned with 2022 and 2021 performances. Cyber Monday 2024 resumed the momentum of prior years. As revealed in Circana’s annual Holiday Purchase Intentions study, fewer consumers plan to wait till the last minute to embark on their holiday shopping than last year. However, opportunity remains among those feeling the frenzy of this year’s abbreviated post-Thanksgiving shopping timeline, and the 5% of holiday shoppers who planned early on to wait till late December to get started. “The next test of Holiday 2024 is maximizing the shortened shopping period, limiting the post-Cyber Week lull, and making sure this year’s single Super Saturday is big enough to offset last year’s double-Saturday shopping event,” added Cohen. “Amid the race to the finish, marketers are smart to extend their thinking, as this season is presenting lessons that will be critical in planning for Holiday 2025.”