Advertisers have many ways to measure their campaigns, but the right choice depends an awful lot on your goal. If it’s brand awareness you’re after, impressions may make sense. If you’re looking for correlation or attribution, total sales is the way to go. But if you want to understand causality - to know for sure if your campaign is driving sales - then the most reliable way to measure advertising effectiveness is to use sales lift as a primary KPI. Even if you’re using marketing mix modeling , as many brands today are, incremental sales is an essential element. Once upon an advertising golden age, understanding true performance wasn’t straightforward. A lot has changed in the advertising ecosystem since the start of the digital age. Marketers have more channels, more platforms, more tools, more ways to track, measure, and assess their performance. All this makes measuring campaigns more complicated today, and much harder to keep all the terms straight. We get it. We have been connecting the dots from ad exposure to sales for the last 15 years. In that time, we’ve developed an entire suite of measurement tools based on sales lift, along with in-depth knowledge of industry best practices. Now, we’d like to share our guide to sales lift measurement with you. Keep this handy - and if you have any questions, you can come to us for answers. Jump to: What is Sales Lift Measurement? Why Use Sales Lift Measurement? Sales Lift Measurement Terms to Know How to Measure Advertising Effectiveness with Sales Lift How Sales Lift Measurement Works Sales Lift Measurement FAQs What is Sales Lift Measurement? Sales lift is the increase in sales attributable to households exposed to your ad. This measure shows you the actual effect of your advertising: the incremental sales delivered as a result of your campaign. As for that word “incremental,” here’s another way to put it: What product sales were prompted by consumers seeing your ads vs. those purchases customers would have made anyway? Unlike total sales measurement, sales lift measurement shows causality—the sales that occurred due to the effect of the ad campaign. Sales lift measurement matters to brand leaders. More than half (52%) of CPG marketers say incremental sales or sales lift is a significant KPI for measuring the success of their campaigns, according to a 2025 report on the state of data-driven decision making from Digiday and Circana. When consumers buy online, measuring the sales lift of a campaign is relatively straightforward using digital attribution methods, such as link tracking. However, measuring sales lift at brick-and-mortar stores, where 90% of CPG sales occur , is a different animal. It’s a complex undertaking and requires a trusted partner with deep experience in this type of measurement.  And yet, not every campaign requires a sales lift study. For instance, if your goal is to generate clicks to a brand’s site rather than sales or to raise awareness then you probably don’t need one. But if you care about measuring incremental sales, a sales lift study from a trusted partner is a must.  Why Use Sales Lift Measurement? Sales lift measurement provides the insights you need to understand your campaign performance and make your advertising more effective. Consistently measuring the sales lift of your campaigns strengthens your business. You’ll learn how your campaign performed and why, and through applying these learnings reduce ad waste, garner bigger ad budgets, and build brand loyalty.  Sales Lift Measurement Terms to Know Before we dig into the “how,” let’s make sure we’re all talking the same language. Here’s your cheat sheet to the sales lift lingo every CPG marketer needs to know. Essential Sales Lift Terms Get fluent on the metrics that matter most. Baseline sales estimate what consumers would have spent without any influence from advertising. What sales would have typically occurred if the campaign had never run? That’s your baseline sales number. Sales lift or incremental sales lift is the number of additional sales generated by exposure to the campaign. Return on advertising spend (ROAS) represents the incremental sales (those sales that took place due to a campaign) per $1 spent on advertising. ROAS equals the total incremental sales lift divided by the cost of media.  What’s the Difference Between ROAS and iROAS? Some companies use the term iROAS to emphasize that this calculation refers to the return on incremental sales—those that are the result of the ad campaign. At Circana, we define ROAS in the exact same way. Since calculating ROAS using incremental sales has been our standard for over 15 years, we simply refer to it as ROAS. Other Terms to Know More oh-so-helpful definitions, right here! Exposed households are households that saw the ad during the campaign. Response index is the contribution to incremental sales, proportionate to the percentage of households exposed to the campaign. A previous or prior buyer is someone who purchased the brand or category within the 52 weeks leading up to the start of the campaign. A new, lapsed or never buyer is someone who didn’t purchase the brand or category in the 52 weeks before the start of the campaign. Dollars per thousand impressions (DPM) is the total incremental sales divided by paid impressions. Percentage of incremental sales from new buyers refers to the portion of incremental sales generated by people who hadn’t bought the brand or category in the 52 weeks before the campaign started. Sales contribution by sub-brand details the contribution of incremental sales for each brand underneath a larger brand (for instance for a face wash vs. moisturizer vs. body balm, all from the same skincare label). Norms comparison refers to how a campaign performed vs. similar campaigns in that channel or category. How to Measure Advertising Effectiveness with Sales Lift If the sound of cash registers jingling is a goal of your campaign, you’ll want to commission a sales lift study to prove you delivered on that objective. However, sales lift measurement reveals much more than just sales. Marketers and advertisers use sales lift studies to get a detailed view of campaign performance and chart a path forward, giving them a better understanding of how to measure advertising campaign effectiveness.  Check out these common use cases. What is the impact of certain campaign elements, such as creative, audience and flighting? A comprehensive sales lift study can allow you to see in detail how each facet of your campaign performed. Sales lift reporting breaks down specific elements of a campaign including:  Creative concepts  Audience segments Ad unit format Video length Optimal flighting Platform Channel Attention Creator/Influencer  Income Demo Frequency For example, one recent household cleaning product campaign measured by Circana revealed that competitive buyers drove almost a third of incremental sales, even though the campaign only reached 6% of households. That’s a reliable indication that it’d be smart to retarget this segments in the future. Another finding? Shorter creative spots outperformed longer creative. (Note to the brand’s creative agency: sometimes less is more!) When you understand what’s hitting and what’s not, you can adjust your creative and audiences accordingly, pulling on the levers that are working.  Measuring sales lift for a giant snack food brand, Circana found that households exposed to the brand’s ads 20+ times drove the largest portion of incremental sales. For this particular brand and campaign, the finding makes the case for increased frequency. What’s the impact of our cross-media strategy? To make smarter decisions for your brand while advertising on TV along with digital media or connected TV (CTV), you need to know which aspects of your campaigns are performing and which are lagging. Sales lift studies specifically designed for this use case, such as NCS, a Circana company's Cross-Media Sales Effect , gives you a total view of TV and digital or CTV campaigns by delivering comparable metrics that enable you to easily see across channels .  How can we get a holistic picture of the impact of our retail media network’s campaign across the market? If you run campaigns on a retail media network , you probably want to understand how your ad investment drove sales in other stores and online, but you may lack that visibility. A dedicated sales lift measurement study, like Circana’s Rest of Market Sales Effect, can reveal the comprehensive sales impact of your retail media campaign.  I’m a publisher or DSP. Can sales lift measurement help us prove the value of our platform? Publishers and platform-people, listen up. Once you’ve conducted several sales lift studies of your campaigns, you can commission a meta-study to reveal broader performance trends. It helps you prove your ability to stoke sales for brands, enhances your pitches, and helps you make data-driven recommendations to clients on what ad unit formats, messaging, imagery and more your audiences respond to. How Sales Lift Measurement Works Sales lift is calculated by comparing the actual sales made by households that saw your ads to a modeled baseline number. This isolates the ad’s effect so you can be confident it drove the sales increase. Some common methods for measuring sales lift include:  Test and Control Groups This traditional method of campaign measurement uses simple statistical models and applies them uniformly across the board to simulate test and control groups, thereby estimating what happened to households exposed to an ad vs. those not exposed. Machine Learning Sales lift measurement is evolving with new, faster technologies. Machine learning evaluates complex datasets and uses sophisticated models to estimate the true effect (a counterfactual) for what would have happened to the same group of households if they weren’t exposed to an ad. By factoring in diverse variables—like seasonal purchasing patterns— machine learning offers deeper insights than test and control groups might miss, ensuring robust and reliable results that translate to larger audiences. Machine learning also eliminates extraneous variables, isolating the impact of ad exposure and determining whether it caused an increase in sales. As showcased in a recent Roku collaboration, machine learning stands as a robust tool for brands aiming to optimize advertising effectiveness and ROI. Sales Lift Measurement FAQs What’s the Difference Between a Sales Lift Study and a Brand Lift Study? A sales lift study measures the direct increase in sales attributed to an advertising campaign, while a brand lift study assesses how a campaign impacts broader brand perception and awareness, usually through surveys, rather than purchase data. How Can We Ensure the Accuracy of Our Sales Lift Measurement? You’ll want to make sure you work with a trusted partner with a lengthy track record in sales lift measurement. We’ve specialized in sales lift measurement for CPG brands for more than 15 years, and use machine learning–considered to be the most accurate—for our models.  How Does Brand Equity Influence Sales Lift? Brand equity refers to the relationship you’ve built over time with your customers—your share of the market, penetration of the market, and the loyalty of your buyers. Strong brand equity positively influences sales lift. In 2023, brand factors contributed 21% towards incremental sales, up from 15% in 2017, according to an NCS, a Circana company study, The 5 Keys to Advertising Effectiveness . What Role Does Marketing Mix Modeling Play in Measuring Sales Lift? Companies use marketing mix modeling (MMM), to measure which of their advertising and marketing channels are driving business results, and how they all work together. MMM can help brand leaders refine their approach and make smarter decisions about their ad spend. By running marketing mix modeling in conjunction with sales lift reporting , brand leaders can better understand the sales impact of specific publishers or channels in their overall marketing mix. Are There Any Advanced Analytics Techniques We Should Consider? One to look at: attention metrics. Attention scores are a key indicator in driving incremental sales, according to a joint study NCS, a Circana company did with Integral Ad Science . Additionally, sales lift and return on ad spend (ROAS) were higher for ad placements that boasted better attention scores. What is Sales Effect? We offer a suite of measurement solutions - all powered by our flagship measurement solution, Sales Effect . Like the CPG ecosystem, Sales Effect has evolved over the last 15 years as we’ve continued our relentless pursuit of better ways to measure advertising outcomes. Machine learning has helped us deliver studies with greater accuracy and precision. Our amazing team ensures every study provides actionable insights.   Here’s how our flagship product works. To calculate sales lift, Sales Effect compares the actual sales made by households that saw your ads to a modeled baseline number (the number of sales we estimate would have taken place had they not viewed your ad). Then, we use machine learning to estimate purchases made as a result of the campaign across all stores, both online and offline. This helps us isolate the ad’s effect so we’re confident it drove the sales increase.  For advertisers who need to understand the impact of a national campaign, small campaign, retail media, cross-media, or long-term trend, the rest of the measurement solutions in our suite - Concise SE , Cross Media SE , Rest of Market SE and Meta SE – are multiplied by the power of SE. We can access online and offline sales data and measure sales across all retailers, providing a representative view of all U.S. sales. And, we deliver a level of detail on campaign drivers that you can’t get anywhere else, like video length, optimal flighting, attention, and creator/influencer. Advertisers can also see how sales lift changes over the course of a campaign. It’s the kind of intelligence that helps you improve the next campaign and deliver better advertising outcomes.  What Does our Sales Effect Study Include? Our Sales Effect delivers the insights and data you need to understand how key elements of your campaign - such as creative, audience, flighting and frequency - drove sales, so you can make your next campaign even more effective.  This includes:  Incremental Return on Ad Spend (ROAS) Incremental Sales Lift Incremental Dollars per Thousand Impressions  (DPM) New vs. Existing Buyer contribution Brand & Sub-brand contribution Detailed performance by Audience, Creative, Frequency, and more Norms comparison Trend Chart Updated demographic campaign distribution (NEW) Brand health metrics: Consideration Set (NEW) Competitive Repertoire (NEW) Results available via .csv file (NEW) What if We Have a Smaller Brand, Smaller Campaign or New Product Launch But Still Want to Determine Whether Our Campaign Was Effective? Not to worry. We have designed a Sales Effect tailored precisely for these instances called Concise. While it doesn’t offer the same level of detail as our flagship Sales Effect, it does provide the key aggregated performance insights like return on ad spend (ROAS) and sales lift that are critical for evaluating the effectiveness of any ad campaign. How Long After a Campaign Should We Expect a Sales Lift Study? We typically deliver a sales lift report within 5 weeks of a flight’s end, so you can begin applying the learnings. Learn More If you’d like to see how sales lift measurement can help you understand the real-world impact of your campaigns and inform your future business strategy, let's connect . We offer a suite of sales lift measurement solutions to support your business needs and improve advertising outcomes across the board.

Business Outcome Measurement for TikTok Available Today! By Lisa Kerins, VP Publisher Business Development  I am pleased to announce that Circana's Sales Effect is now available on TikTok, one of the fastest-growing platforms and publishers in the industry. Working with TikTok, we have verified that the average return on ad spend (ROAS) for the entertainment platform is $2.66 for CPG brands and generates 2.4X more ROAS when compared to the Circana median campaign performance benchmarks. Those kinds of returns deserve a TikTok celebration video! In my role as leader of the publisher division at Circana, I find TikTok to be a highly engaging partner and look forward to further collaboration. The team at TikTok works hard to help advertisers succeed and I enjoy enabling them to showcase their performance.  By utilizing Circana's Sales Effect, a turnkey sales lift measurement solution, CPG marketers can measure audience captivation – from the initial TikTok ad exposure to in-person or online purchases.

Psst - are you paying attention?   Stop us if this sounds familiar. Someone is watching a video on YouTube on a computer and an ad break arrives. Some people will watch the ad, but others will run to make coffee or glance at their phone or anywhere other than their screen while the ad runs on screen. We know that attention is incredibly important for brands looking to get their message in front of audiences that are being pulled in many different directions. And advances in technology have made it easier for brands to track attention through biometric data, data signals, proxies or surveys. As these enhancements are more readily available, brands and their agencies are increasingly paying attention to attention. Like, right now, you’re probably reading this, but your mind may be wandering elsewhere. Snap back into attention! We promise it’s worth it. But it’s not enough to know whether someone watched the ad, but what they did afterward. That’s why it’s so important to tie it to sales lift, so brands can attribute bottom-line impact to their advertising. In fact, over 64% of CPG marketers use sales lift to measure campaign outcomes. 1 We recently partnered with Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, to help a leading media agency understand how successful its beverage clients’ ads were at capturing attention and how that affected sales. Thanks to advanced machine learning technology, which powers both IAS’ and Circana’s solutions, it is easier and more accurate to measure results than ever before.  By leveraging IAS's Quality Attention™ product, which unifies media quality and eye tracking with machine learning to deliver proven results, in a Circana Sales Effect study, we were able to show how attention scores performed when it came to incremental sales. Our joint study examined the impact IAS’ scores had across the campaign, comparing sales KPIs for the households exposed to placements with higher attention scores to lower attention scores. Unsurprisingly, we found that higher attention boosts sales performance compared to placements with low attention.  Higher IAS attention scores were a key indicator in driving incremental sales in the campaign. In addition, sales lift and return on ad spend were higher for quality attention placements with scores above 60. The test ultimately demonstrated a 157% increase in incremental sales and 40% increase in sales lift, while increasing ROAS by 6% . Takeaways for all Circana's Sales Effect studies provide even more granular and precise insights – the kind you need in today’s marketplace. You get a new level of detail that drives actionability and a precision that delivers the intelligence on how the creative, audience, frequency and media impact your campaign outcomes. Knowing which components of your campaign drove the biggest incremental sales impact translates into more effective future campaigns. For CPG advertisers, knowing how media attention can lead to valuable sales results means they should include it in their overall marketing analytics approach. Studying attention by platforms both pre-campaign and over time helps brands make smarter decisions about where to allocate their dollars.  Check out the full case study results and be sure to connect with us for questions on how you can measure the sales impact of attention metrics for your next CPG campaign.  1 Circana & CMO Council, Optimizing Outcomes in Media Marketing, 2023

Click. Click. Click. Hear that? That’s the sound of your customers responding to your Amazon campaign. No doubt those ads are creating sales in the Amazon store, but what about sales from other retailers? After all, 50% of consumers report seeing a product advertised by one retailer but purchasing it elsewhere 1.  To solve this problem, we teamed up with Amazon Ads to help you find your best buyers and measure the full sales impact of your advertising investment beyond the Amazon store. Advertisers who leverage Amazon Marketing Cloud (AMC) can now create audience segments and/or connect advertising activity to in-store and e-commerce sales with NCS purchase insights. This integration powers activation, attribution and analytics capabilities. What does this mean for you? With audience activation through AMC audiences, you now have the tools to take your advertising performance to the next level by directly targeting your best buyers, ensuring every ad dollar is optimally spent. Finding loyal, lapsed, and new buyers are just a few of the use cases possible and easy to track in AMC reporting. And guess what? It’s turnkey. No data prep or engineering is required--just answers to your pressing questions like:  What is the sales impact of my Amazon Ads investment beyond the Amazon store? How does my advertising with Amazon Ads affect my Share of Wallet (SoW)? Who are my lapsed buyers? What is my brand penetration? Which touchpoints are the most effective at driving sales? How effective were my purchase-based audiences at creating sales? Who are the best category buyers? Brands have been clear in their desire for better and more complete campaign measurement. Fifty-seven percent of CPG marketers said that cross-channel measurement is a challenge, but 71% said that measurement is also an opportunity in 2025 in our recent State of the Industry Report . The ability to know the total impact of your advertising spend is a game changer, as reinforced by feedback from beta users of this integration. Measuring sales activity from campaigns, improving planning, and understanding what’s working and what’s not working are just some of the benefits. ¹ NCSolutions Consumer Sentiment Survey, May 2023

Knowing that an advertisement led to a purchase is a marketer’s holy grail. Marketers use multi-touch attribution (MTA), which assigns credit to the various touch points during a customer path, to connect those dots and prove ad efficacy. However, MTA could soon be obsolete as privacy concerns drive the retirement of third-party cookies, which are the tracks on which the model runs. That’s why more brands are turning to marketing mix models (MMM) as an alternative. It’s an approach that works well for big-picture strategy. Brands gain a broad view of marketing efforts and can use findings to allocate media spend across channels. But that’s not all: when marketers add recent sales lift results to a marketing mix model, they gain a finely tuned read on return on ad spend (ROAS).  Without a true reading of ROAS at the execution level, advertisers may underestimate the success of their campaigns, leading to lower budgets in the future. And publishers? They can’t prove the true value of their platforms in driving sales for brands. Sales lift data: a marketer’s superpower A typical marketing mix model attempts to equate sales to independent variables (such as media, price, weather, etc.) to determine which elements have the greatest impact on outcomes. The results are used to plan for future campaigns; however, by default, marketing mix models don’t always measure down to a single campaign level. The good news is sales lift analysis can improve the likelihood of understanding the contribution of incremental sales by specific publishers in specific campaigns.   Recently, Google and Circana conducted research to understand the value of adding granular detail to MMM . They wanted to see if adding experiment-based priors (individual campaign sales lift results) to the MMM formula would improve the findings and what the effect would be. So they selected 10 campaigns that had advertising running on YouTube for which we had run Sales Effect studies, and MMM.  Google and Circana first evaluated results delivered by the traditional MMM model, then added the campaign sales lift outcomes and ran the model again.  Upon re-running all 10 models with new sales lift outcomes included, we saw an 84% increase in YouTube ROAS. For the average brand, this translated to $570K more in YouTube-attributed sales. The team shared their results at the Advertising Research Foundation’s (ARF) AUDIENCExSCIENCE 2023 conference. You can watch the entire presentation here: What was the impact? Brands saw a 2.6 times median increase in effectiveness in the adjusted models (after sales lift outcomes were introduced). In addition, eight out of 10 brands saw a higher lift than in the original model. The effect was greatest on smaller campaigns and newly modeled brands. These results make it clear: brands can benefit when utilizing both MMM and sales lift studies together. When they can, brands should leverage sales lift results in their models to prove the value of their campaigns and secure larger budgets. Likewise, publishers should collaborate with brands to incorporate MMM with sales lift data. They can enhance their opportunity to get more credit for creating sales from their media. Connect with us to talk about bringing Sales Effect data into marketing mix modeling .

The Halloween sugar rush is real, as October is one of the peak selling periods for candy. Circana’s research reveals that candy remains at the sweet center of spooky season celebrations.  U.S. households spent $4.5 billion on candy during the four-week lead-up to last Halloween — stockpiling sweets for trick-or-treaters and sneaking a few pieces for themselves. That sugar-fueled spending spree isn’t slowing down, with most households (58%) planning to take part in trick-or-treat or trunk-or-treat festivities again this year. It’s the top activity of the season, outpacing decorating (40%) and dressing up in costumes (35%).  Higher-than-usual cocoa prices spurred some conjecture  about sales of chocolate versus non-chocolate candies in 2025, but chocolate candies remain the most popular confection for trick-or -   treating. Of those who plan to dole out treats, 75% of U.S. households say they will opt for chocolate candies – well ahead of gummy/chewy/sour candies (59%) and hard candies (36%).   Many consumers remain mindful of allergies when stocking up on packaged treats. One-third of U.S. households say that food allergens influence their Halloween plans. That group is more likely to hand out other types of candies/gum than chocolates or peanut butter/nut candies. Some “allergen aware” households also buy non - food/non-candy treats to give trick-or-treaters.  Next up: look for candy sales to spike again as soon as the Thanksgiving leftovers are packed away. Halloween’s October sugar rush is sweet, but it was only the second-biggest month for candy last year. Look for the upcoming Christmas season to be even sweeter.

Hot sauce can be a polarizing topic: some can’t eat it while others can’t go without it – to the point where they even bring it to restaurants. Among hot sauce enthusiasts, this topping is more than a condiment, it’s a culture.   As Americans make homemade hot sauce, test the limits of their taste buds, and try artisanal hot sauce, one generation seems to be fueling this trend: Gen Z. In a survey of over 1,000 Americans about consumer hot sauce habits and preferences, we found Gen Z really stands out.  While 34% of Americans consider themselves “hot sauce connoisseurs,” over half (51%) of Gen Zers classify themselves as one.  Five Reasons People Eat Hot Sauce Ninety-three percent of Americans eat hot sauce, but their tolerance varies. A bold 9% say they can eat anything as hot as possible, and 31% can handle hot flavors. Meanwhile, 33% say their limit is medium, while 20% can handle mild and nothing more.  One generation is leading the charge when it comes to hot sauce: Gen Z. While 21% of Americans have been willing to sign a waiver to eat something with hot sauce, 35% of Gen Z have done the same. Their presence on social media could be a key driver. Over one in three (34%) Zoomers have tried a social media-inspired hot sauce challenge.  One respondent called hot sauce her “entire life” saying:  “I would eat hot sauce any day. It is a great conversation starter. I also really like Hot Ones and made my own Hot Ones challenge.” Over half (51%) of Americans use hot sauce more than once a week. People are drawn to hot sauce for five common reasons:  Enjoy the taste Feel it adds depth to the dish Enjoy the sensation of heat Grew up eating hot or spicy foods Like to customize the heat level of their meals  However, all this hot sauce comes with a physical price. Over two in three (68%) say it causes them to have a runny nose, and some end up sweating, crying, or even dealing with some digestive issues. But some Americans are hoping for that physical reaction when eating hot sauce. Nearly one in four – 23% – say they eat it just to clear their sinuses.  “Swicy” Food and Drink Trend While sweet and spicy food isn’t a new concept, the word “swicy” is a new trendy term being used in marketing. Searches for the word on Google have increased 1,700% from March 2023 to March 2024 (the latest data available from Google at the time of this report), and three in four Americans say they would be willing to try swicy food or drinks.  Although a bold 37% of Americans would try a taste of the hottest pepper in the world, younger generations have a greater desire to test their taste buds. Sixty percent of Gen Z and 47% of Millennials said they’d try a bite. Go-To Hot Sauces People are passionate about the hot sauces that they use. About one in four Millennials and Gen Z bring their own hot sauce to restaurants rather than run the risk of not having it for their meal.  When it comes to buying hot sauce, 51% consider Scoville units before making a purchase. Scoville units are the measurement of how hot a pepper is rated. Over three in five (62%) are more likely to buy something if it’s advertised as hot or spicy.  People mainly buy hot sauce from the grocery store, but 14% get it at local farmers markets. While the majority of Americans stick with traditional hot sauce brands, over one in 10 (12%) like to have artisanal hot sauces. Overall, the go-to hot sauce brands people prefer are:  TABASCO®  Frank’s RedHot® Cholula® Louisiana Hot Sauce Texas Pete®  The majority of Americans prefer to douse hot sauce on tacos, chicken wings, or burritos. Around the U.S. though, certain regions put it on different foods. Those living in the South are more partial to putting hot sauce on seafood or soups and stews. In the Northeast, mac and cheese, fried rice, and hamburgers are more commonly eaten with hot sauce. Out West, people try hot sauce with their burritos and eggs.  While one in 10 Americans who are over 21 prefer to sip something alcoholic while eating something with hot sauce, the majority prefer to drink something non-alcoholic. Most drink water followed by soda or milk.  Top 5 Favorite Cuisines Known for Their Spice Hot sauce culture drives a desire for spice that extends outside of sauce. Americans enjoy a variety of spicy foods from around the world with three in four consumers specifically enjoying cuisines known for their spice. The top cuisines Americans enjoy include Mexican, Chinese/Szechuan, Spanish, Thai and Indian.  The places where people live and grow up can strongly influence their hot sauce habits. In fact, 19% of those living in the South and 18% of those in the West say they eat hot sauce with their food because they live in a place with a lot of hot and spicy food. While one in three attribute their high tolerance for hot sauce to their hometowns or places they currently live, 27% credit cultural or social influences for their tolerance. More than half of Asian and Hispanic survey respondents say cultural or social influences have made eating hot sauce easier.  One respondent shared his grandmother was Sicilian and that she loved eating hot sauce, so he does too. Another respondent had this to say: “It pairs really well with soda, in my opinion, and it is a part of a lot of my culture’s traditional foods. It’s just really delicious.”  Nearly one in 10 (9%) prefer to make hot sauce themselves. Slightly more Hispanic and Asian respondents shared they make homemade hot sauce than the average American.  Reasons People Don’t Eat Hot Sauce   Hot sauce isn’t for everyone. There are five main reasons people don’t eat hot sauce: Don’t like spicy food Don’t like the burning feeling Digestive sensitivities  Low spice tolerance Didn’t grow up eating hot/spicy food.  While most Americans still choose hot sauce as their number one condiment, the other top condiment is ketchup. Among all the generations, baby boomers were the only ones to choose ketchup as their top condiment over hot sauce. More women than men also prefer ketchup to hot sauce. According to Circana purchase data, in the first three months of 2024, mayonnaise was the top condiment purchased by consumers. Hot sauce/chili condiments were the second most popular purchase followed by ketchup, mustard, and soy sauce. Interestingly, the end of the year appears to be a more popular time for hot sauce purchases. In 2023, the biggest months for buying hot sauce were December, October, and November. At the end of the day, everyone needs a little spice in their life. At least, that’s what one survey respondent said when we asked them why they like hot sauce. Whether you prefer to spice up your life by eating something with hot sauce or maybe just eating something new, we hope you continually find new flavorful food and drinks. About the Consumer Sentiment Survey The consumer sentiment survey of 1,114 Americans was commissioned by NCSolutions, a Circana company in April and May 2024 and was made up of U.S. adults ages 18+, who were asked about their eating habits and preferences. Results were weighted to be representative of the U.S. population by age, gender, region, ethnicity, marital status, education level, and household income. About Circana Purchase Data Circana provides purchase insights to brands to help them optimize, measure, and enable sales-based outcomes.Our representative and balanced consumer CPG purchase data set consists of the industry’s preeminent and comprehensive sources. It is inclusive of actual purchase data (transaction information) from big-box retailers, supermarkets, drug stores, convenience stores and other retail channels through which American households buy CPG products spanning 340+ grocery categories. Our Purchase Data was analyzed in May 2024. For media inquiries, please contact MediaRequest@Circana.com . Fair Use When using this data and research, please attribute by linking to this study and citing Circana.

CHICAGO – Oct. 29, 2025   – The U.S. foodservice industry continues to show resilience despite economic challenges and evolving consumer preferences. According to the latest Foodservice Market Sizing report from Circana LLC, foodservice operator spend reached $357.3 billion for the 12 months ending in June 2025, marking a 3.7% increase over the prior year. This growth was primarily driven by shifting consumer habits, with commercial foodservice playing a significant role in the industry’s expansion. Circana projects this figure will climb to $385 billion by June 2028, representing a compound annual growth rate (CAGR) of 2.5%.   The analysis reveals a 0.9% increase in foodservice cases over the past year, with a projected CAGR of 0.8% through 2028. Non-commercial foodservice segments — such as Business and Industry, Education, and Healthcare — are set to experience robust growth during this period. Meanwhile, large-chain quick-service restaurants and independent establishments are expected to drive the most incremental dollar growth. Regionally, the Northeast — the smallest market in share of operator spend — is outpacing other areas in growth due to its delayed recovery from the pandemic. From 2025 to 2028, the region is forecasted to achieve a nearly 4% CAGR in spend, driven by expansion across both commercial and non-commercial foodservice sectors.   While total industry traffic has stabilized, indicating that “flat is the new normal,” specific pockets of the market are outperforming. Economic pressures, such as inflation and a slowing job market, have led to consumer uncertainty and a general decline in sentiment. This is causing consumers to be more selective with their dining-out dollars, often prioritizing essential purchases. However, this cautious spending behavior creates opportunities for operators that can deliver on specific consumer demands.   “Amid a challenged industry, it is crucial for manufacturers and operators to understand the nuances of where growth is happening,” said Tim Fires, president of Global Foodservice for Circana. “Consumers are navigating economic uncertainty by seeking value, quality and unique experiences. Leveraging these insights is key for strategic planning, differentiation and inspiring the innovation needed to capture spending in this evolving landscape.”   Circana’s analysis reveals several key growth drivers. Increased consumer mobility, largely due to return-to-office mandates, is creating more occasions for the foodservice industry. The fast-casual and large-chain full-service restaurant segments are benefiting as they align with consumer demand for quality, variety and a reasonable price. Furthermore, experiential dining is becoming a powerful differentiator as consumers seek more than just a meal when they choose to dine out.   Learn more  about Circana’s Market Sizing, which delivers precise, comprehensive and timely data on market opportunities within the retail and foodservice industries.       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 circana.com .     Media Contact Shelley Hughes Email: shelley.hughes@circana.com 312-731-1782

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

Local delicacies remain a priority for Chinese consumers, yet the National Day holiday did not increase expectations for dining out next month. While household incomes are rising, fewer people planned to travel this Golden Week compared to last year. This month’s China Consumer Sentiment Study highlights September performance and examines consumer willingness to increase spend across categories. Highlights:   Household income net growth was increased for the second consecutive month Consumer expectations to dine out remained low Consumers expect to increase spending across retail categories 38% of consumers had plans to travel during National Day, down 5% versus 2024

Halloween falls on a Friday this year, which means more and different ways of celebrating the pinnacle of spooky season. Or does it? Halloween has certainly become one of the biggest holidays of the calendar year, racking up sales across several categories and spawning micro-occasions like Summerween and pumpkin spice product drops. In 2025, as consumers remain resilient yet wary and adaptive, Circana’s unrivaled Complete Consumer insights reveal some cross-industry behaviors and purchase trends that aren’t necessarily scary for brands, retailers and foodservice operators but demonstrate areas of opportunity.  The data also confirms this a powerhouse season that leads to lifts in many sectors. Let’s pull back the cobwebs and take a look at how this year’s Halloween weekend is shaping up in different industries. The tricks behind the candy treats Candy, of course, is at the heart of Halloween celebrations. Out of the 29% of shoppers who will be passing out treats to trick or treaters, more than 70 report that they will serve or give out packaged candy in 2025, according to Circana's data. Broader market circumstances are affecting candy sales in the run-up to Halloween. With shoppers still focused on value amid ongoing economic headwinds, sales of smaller-sized chocolate items for Halloween are up versus 2024. Higher-than-usual chocolate prices are also influencing decisions at the point of sale. For an eight-week period extending through mid-September, sales of non-chocolate Halloween candy outpaced chocolate items. As of Sept. 14, non-chocolate pound seasonal sales were up 4.5%, while seasonal sales of chocolate candies dropped 13.7%. As more people buy candy for trick-or-treaters closer to Oct. 31, Circana’s experts predict a tight race to the end between chocolate and non-chocolate candies. Consumers are mixing things up when it comes to candy for this holiday, too. For example, shape is a product attribute that is (literally) defining Halloween candy trends in 2025, as many brands have rolled out uniquely-shaped chocolate and non-chocolate candies. Some consumers are having fun with some of the shaped candies, evident in social media posts comparing the shape depicted on the package with the actual shape of the confection inside. “Whether reaching for classic favorites or new assortments, Halloween trick-or-treaters have a delicious variety of large bags to choose from—making every doorstep a sweet adventure.” Sally Lyons Wyatt, Global EVP & Chief Advisor, Consumer Goods & Foodservice Insights, Circana Carving out a spot for foodservice Halloween isn’t known for being a big away-from-home dining date, but many parents of trick-or-treaters who don’t have time to make meals at home pick up to-go orders or order delivery.  The Friday timing of Oct. 31 coincides with an already-busy day for restaurants: Circana’s research affirms that Friday dinner is the busiest meal of the week. Friday dinner traffic accounts for 18% of weekly dinner traffic — 24% more than the average day.  To bump up sales and orders even more, marketing-savvy restaurateurs are touting Halloween-themed dishes and special prices. Beauty products scare up sales Makeup and hair products have long been Halloween staples. Last year, for instance, nearly 2.5 million buyers purchased false eyelashes in the two weeks leading up to Halloween, a 12% increase versus the prior two-week period. This surge highlights how consumers turn to bold, transformative products to complete their Halloween aesthetics, whether for parties, social media content, or trick-or-treating. With the officially occasion just days away, there are still ways to capitalize on last-minute demands, like spotlighting quick-transform products such as lashes, glitter, and bold lip colors in endcaps and digital campaigns; leaning to mood-setting storytelling with fragrance and home scents; and driving urgency and inspiration based on social media and influencer content. Circana’s insights show that trending themes for 2025 include “Wicked” (with the second installment of the movie premiering next month), gothic glam, and fantasy. “Halloween continues to be more than just costumes—it’s a celebration of creativity, transformation, and self-expression, making it a prime moment for beauty brands to connect with consumers in playful and immersive ways.”  Larissa Jensen, SVP, Global Beauty Industry Advisor, Circana What are you dressing up as for Halloween?  Among those who celebrate Halloween, 39% of consumers — total consumers, not just children — opted for a ready-to-wear costume last year and about one-third (34%) went the DIY route.  This year, some familiar favorites are back in costumes: In September, the top five costume licenses included Spider-Man, Minecraft, Scream, Disney Princess and Super Mario Brothers. As in past years, Halloween is celebrated at a time when shoppers have their eye on merchandise for other upcoming holidays, including Thanksgiving and Christmas. Consumer sentiment data shows that the 2025 holiday shopping season will be even more spread out than last year. Circana’s annual holiday intentions consumer survey  shows that 24% of shoppers already started or even finished their holiday shopping as of early October.

Thirty percent of Americans are taking part in this year’s Dry January, a 36% increase from 2024 Consumers bought 22% more nonalcoholic beer over a 12-month period ending November 2024 compared to the same period previously  Almost two-thirds of Gen Zers (65%) plan to drink less and 39% say they’ll adopt a dry lifestyle in 2025 35% of Gen Z and millennials discover new nonalcoholic beverages on social media, while 28% have tried an alcohol-free drink based on a celebrity or influencer endorsement NEW YORK, JANUARY 21, 2025 – Nearly half (49%) of Americans say they plan to drink less alcohol in 2025, a 44% increase since 2023 and further proof the sober curious movement continues to gain momentum. The percentage of those planning to cut back on alcohol consumption has been trending consistently upward over the last three years. In 2023, 34% of Americans planned to drink less. In 2024, that percentage rose to 41%.  In 2025, 30% of Americans say they are taking part in Dry January, the annual challenge to abstain from alcohol – a 36% increase from 2024.  The latest findings are from a 2025 consumer sentiment survey about the sober curious movement, a follow up to 2023 and 2024 surveys, which also focused on consumer interest in nonalcoholic beverages. The surveys were commissioned by NCSolutions, A Circana company . The findings also include an analysis of our proprietary consumer purchase data. Circana is the leading company for improving advertising effectiveness for the consumer packaged goods (CPG) ecosystem. Consumer Purchases of Nonalcoholic Drinks on the Rise The sober curious movement is impacting consumer shopping behavior, according to Circana purchase data. Dry January is the least popular month to buy alcohol. In 2024, purchases of spirits dropped 39% in January compared to the month prior. Wine purchases fell 36%, and beer/cider/hard seltzer purchases decreased 21% over the same period.  Meanwhile, purchases of nonalcoholic drinks are on the rise. We purchase data shows a 22% increase in nonalcoholic beer purchases from December 2023 – November 2024 in comparison to a year prior.  “As more consumers, especially younger ones, embrace a sober curious lifestyle, we’re seeing a change in purchasing behavior following this cultural shift,” said Alan Miles, chief executive officer, NCSolutions, a Circana company. “Our data shows the demand for new nonalcoholic beverage options grew steadily over the last three years. Beverage brands are meeting and contributing to this demand with new nonalcoholic products on the shelves.” Nonalcoholic options extend beyond beer, wine and spirits to THC- and CBD-infused drinks. In 2025, 26% of consumers say they are interested in trying these cannabis-infused drinks. Younger generations are more interested in trying these options in 2025 – the newest findings indicate 38% of Gen Z and 37% of millennials expressed interest, compared to 30% of Gen Z and 32% of millennials in 2024. Youngest Generation Leading the Way to a Dry Lifestyle Over two-thirds (65%) of Gen Zers say they plan to drink less alcohol in 2025, a much higher percentage than other generations. By comparison, only 57% of millennials, 49% of Gen Xers and 30% of boomers plan to cut back.  In addition, 39% of Gen Z plan to adopt a dry lifestyle, not just during January, but during all of 2025. That marks a significant shift toward the sober curious movement for this generation compared to older generations. Only 19% of Gen Z said they didn’t drink any alcohol in 2024, a percentage similar to millennials (18%) and Gen X (19%). However, just 19% of millennials and Gen X, along with 10% of boomers, said they planned to adopt a dry lifestyle this year. Where the Sober Curious Go for Alcohol-Free Drinks Over the last year, 37% of Americans say they’ve noticed more restaurants, bars and stores offering nonalcoholic options. Younger generations are more likely to have noticed new options including 53% of Gen Z and 49% of millennials.  When shopping for nonalcoholic drinks, 37% of Americans head to the grocery store and 30% to a superstore, while 20% purchase alcohol-free beverages in restaurants. They also shopped for nonalcoholic options at convenience stores and wholesale clubs. Our survey respondents could select all relevant responses since shopping often occurs in multiple locations.  Marketing to the Sober Curious Social media is a highly  effective channel for Americans to learn about new alcohol-free drink options. This is especially true for younger generations: 35% of Gen Z and millennials discover new nonalcoholic beverages on social media compared to 22% of Gen Xers and 18% of boomers.  Younger generations are influenced by the recommendations of celebrities and influencers. More than one in four (28%) of Gen Z and millennials have tried an alcohol-free drink endorsed by a celebrity or influencer.   When new beverage products are marketed as aligned with the sober curious lifestyle, 43% of Gen Z and 33% of millennials say they are more likely to buy it – compared with just 16% of Gen X and 10% of boomers. Overall, 75% of Americans say they are most likely or as likely to try a new beverage product in 2025 if it is marketed as aligning with the sober curious lifestyle, up from 70% in 2024. “Over three years of data, the trend couldn’t be more clear – younger consumers are strongly motivated to drink less alcohol than their parents and their grandparents,” said Miles. “As our analysis shows, Gen Z and millennials are heavy social media consumers and put trust in influencers. Beverage brands can expand their market for nonalcoholic options by targeting the right audiences in the right places with messaging that aligns with the sober curious lifestyle. In addition, they can partner with like-minded influencers.”  -- About NCSolutions, a Circana Company Our unrivaled data resources, powered by leading providers, combine scientific rigor and leading-edge technology to empower the CPG ecosystem to create and deliver more effective advertising. With our proven approach, brands are achieving continuous optimization everywhere ads appear through purchase-based audience targeting and sales measurement solutions that have impacted over $25 billion in media spend for our customers. Visit us at circana.com to learn more. About the Circana Consumer Sentiment Surveys We commissioned consumer sentiment surveys each year from 2023 to 2025, asking Americans about their drinking habits and preferences. In the latest survey, 1,131 U.S. adults ages 21+ were asked about their drinking habits and preferences. Results were weighted to be representative of the U.S. population by age, gender, region, ethnicity, marital status, education level and household income. About Circana Purchase Data We provide purchase insights to brands to help them target, optimize, measure, and enable sales-based outcomes. NCS’s representative and balanced consumer CPG purchase data set consists of the industry’s preeminent and comprehensive sources. It is inclusive of actual purchase data (transaction information) from big-box retailers, supermarkets, drug stores, convenience stores, and other retail channels at which American households buy CPG products spanning 340+ grocery categories. The NCSolutions purchase data was analyzed in December 2024. Fair Use When using this data and research, please attribute it to NCSolutions by linking to this study and citing Circana .

Thanksgiving is a time for gathering, and, of course, good, hearty food. While there are classic dishes on the Thanksgiving dinner table (turkey, anyone?), Americans are making room for new ones. With many people following different diets such as gluten-free or dairy-free, we were curious to know how consumers are embracing new lifestyle-friendly dishes this holiday season. Our new consumer sentiment survey of over 1,000 Americans digs into what’s on the menu this Thanksgiving, as well as how people are accommodating, or not accommodating, dietary preferences for the food-based holiday.   America’s 2024 Thanksgiving Meal Staples Staple menu items will remain on the table this Thanksgiving. The most popular Thanksgiving dish in 2024 for Americans is mashed potatoes. Three in four Americans (75%) plan to enjoy this side, while 73% expect to have a turkey as one of their main dishes. Over two in three (69%) are planning to pour on the gravy too.  Other popular dishes on the family table are rolls/bread (66%), stuffing/dressing (63%), and cranberry sauce (59%). Sweets are part of the top 10 Thanksgiving dishes too. Two pies made the list: pumpkin pie and apple pie.  Over 1 in 4 Plan to Have Plant-Based Options This Thanksgiving  With Thanksgiving being a holiday centered around food, it can be difficult for those who have allergies or follow different eating lifestyles . Two in five Americans have noticed a behavior shift with an increase in dietary accommodations at holiday gatherings, and three in four keep people’s eating lifestyles in mind when hosting or attending events that have food (i.e. a potluck).  This may be why over one in four (29%) are planning to have plant-based food options at their Thanksgiving table this year. The younger generations are embracing this trend more than older generations with 37% of Gen Z and 38% of millennials planning to serve plant-based foods, compared  to just 15% of baby boomers.  What are plant-based foods? They vary from standard vegetables such as salads and green beans to twists on classic recipes to make them vegetarian or vegan. One in five are planning to make vegan stuffing this Thanksgiving, and others are planning to get even more creative with some healthier choices in the kitchen. One respondent shared that they plan to make a lentil shepherd’s pie using a meat alternative as a substitute, and another is going to make cauliflower wings this holiday.   Accommodating alternative eating lifestyles or habits isn’t easy, and Americans vary in their opinions on how best to handle the differences. Over one in three have a different eating lifestyle than their family. This has led to some conflict, since 36% don’t feel their family accommodates their eating differences and 23% have felt judged because of their dietary lifestyle. Over half (58%) do not think it’s rude for hosts to ask someone with a different dietary preference to bring their own meal. As Thanksgiving approaches, CPG brands have a unique opportunity to connect with consumers seeking food that brings joy, tradition, and comfort. By offering products that cater to diverse dietary preferences—be it vegan, gluten-free, or plant-based—brands can ensure that everyone at the table can indulge in the festivities. This season, embrace the growing demand for alternative food choices, and your brand can become part of new traditions, creating lasting memories and reshaping the way people celebrate Thanksgiving for years to come. Methodology The consumer sentiment survey of 1,076 Americans was commissioned by NCSolutions, a Circana company in September 2024 and was made up of U.S. adults ages 18+, who were asked about their eating habits and preferences. Results were weighted to be representative of the U.S. population by age, gender, region, ethnicity, marital status, education level, and household income. For media inquiries, please contact MediaRequest@Circana.com . Fair Use When using this data and research, please attribute by linking to this study and citing Circana.com .

There’s nothing like the feeling of the warm sun on your skin while you sit by the pool, enjoying a cold glass of lemonade and some watermelon. While many Americans can picture themselves enjoying this exact scenario, a new survey shows some forget one vital element: sunscreen. Surprisingly, many Americans don’t just forget to protect their skin, but some actually admit they don’t use sunscreen on purpose, according to our new consumer sentiment survey on the subject of summer and skincare.   Sunscreen protects your skin from harmful rays and keeps it from burning, but it appears many Americans aren’t too worried about that…or are prepared to deal with the consequences of their inaction. Nearly one in three (28%) admitted to rarely or never wearing sunscreen. Among those who don’t, more men (57%) than women (41%) put protecting their skin on the back burner.  One in three Americans admit they don’t use sunscreen on purpose. The primary reasons?   They either don’t have it with them or they’re too lazy to put it on. One in 10 shared that they don’t use sunscreen because they don’t think their skin can be burned and 8% avoid it because it’s too expensive.  While dermatologists recommend sunscreen year-round, more than half of Americans (52%) only reach for it when summer rolls around. Twenty-two percent use sunscreen year-round, while 20% use it inconsistently throughout the year. However, 59% do not wear it on cloudy days.  Sunburn & Skin Concerns  Many Americans have dealt with some painful consequences related to the sun. Nearly one in three (29%) have gotten a sunburn in the past year, and 75% have regretted not wearing sunscreen. Others are concerned about the long-term effects of sunburn. Nearly six in 10 (58%) are worried about getting skin cancer, and more women (52%) than men (46%) are concerned about this prospect. Across the generations, there is not a lot of difference in how people feel about sunscreen and skin cancer.  The one generational gap observed is regarding yearly skin checks. Sunscreen statistics show 81% don’t get yearly skin checks from dermatologists. However, 90% of Gen Zers say they skip this annual assessment, compared to just 68% of baby boomers. Nearly one in five (19%) Americans say they turn to dermatologists or doctors for recommendations about the best SPF to use.  Americans’ Sunscreen Preferences According to the latest sunscreen statistics, one in five (20%) Americans put summer skin products in their shopping cart every few months.  Most buy these products from superstores (63%), but a number of shoppers also purchase them online (44%) or at a pharmacy/drug store (34%).  Nearly half (45%) say they spend about $10-20 on summer skin products every month, according to the consumer sentiment survey.  According to NCS purchase insights, U.S. households bought fewer units of sunscreen products in June 2022, as inflation drove the price of these items up 5%, compared to the same period in 2021. That approach may have backfired, since they also bought 4% more units of after-sun treatment products in June 2022, compared to June 2021, even though these products increased 6% in price over the same period. When shopping for sunscreen, survey respondents say their go-to brands are:  Aveeno Banana Boat Coppertone Hawaiian Tropic Neutrogena However, not everyone is loyal to a specific brand. Nearly one in three (31%) buy the least expensive sunscreen or what’s on sale. Two-thirds (67%) of Americans prefer a lotion to a spray. In addition, most prefer a sun protection factor (SPF) of 40 or higher, and, 23% admit they buy the highest SPF they can find. Three in five Americans believe sunscreen products should have a minimum SPF requirement.  Once people buy sunscreen, they often use it, even if it’s expired. Over half of Americans (53%) shared they do not check the expiration date on their sunscreen before applying it.  Most Americans (61%) say they aren’t worried about the environmental impact of sunscreen. Only one in six (17%) buy reef-safe or ocean-safe sunscreen and 59% haven’t heard about this option.   Best Summer Food & Drinks   While soaking up the sun, Americans often make the most of the experience with good food and drinks. We asked Americans to rank their favorite foods and discovered the top choice is fresh fruit. Americans also love fresh veggies, ice cream , or fresh meats on the grill.  Following the growing sober curious trend , it appears more Americans are kicking alcohol to the curb. More than three in four (76%) said their go-to summer drink is bottled water, followed by a soft drink or tea.  Whatever you decide to nibble or sip to cool off in the summer sun, we hope you don’t forget to apply your sunscreen during this warm season. Your skin will thank you.   If you want to make your advertising campaigns more effective for your consumer packaged goods brands (CPG), click here to learn more about how NCSolutions can help . You can find more information here about the work we do to help advertisers with CPG marketing.  Sunscreen FAQs There are many sunscreen options out there that can make it overwhelming to figure out what is best when it comes to protecting your skin from the sun. Here are some frequently asked questions when it comes to sunscreen. How often should you wear sunscreen? Doctors recommend that you wear sunscreen daily. If you’re spending a day outside, you should continually reapply throughout the day, reapplying about every two hours.  What does SPF mean? SPF stands for sun protection factor. What does the SPF number mean? SPF sunscreens with a higher number, such as 50 or above, have a higher protection from sunburn. However, SPF sunscreens with a lower number such as 15 can still provide sun protection and can be useful for shorter periods of sun exposure. While many people think the SPF numbers refer to the amount of time you’ll be protected from the sun, that is not the case according to the FDA .  What is broad spectrum sunscreen? If sunscreen has a label saying “broad spectrum” that means it protects from two different types of ultraviolet rays: ultraviolet A (UVA) and ultraviolet B (UVB) Does sunscreen expire?  Sunscreen does expire. Check your product to find an expiration date. If there is none, it expires after three years according to FDA regulations.  What is reef-safe sunscreen?  For those living near or visiting coral reefs, there are certain reef-friendly sunscreens. These mineral-based sunscreens are often made with titanium dioxide or zinc oxide .  About NCSolutions Learn more about how NCSolutions services can help you make your advertising campaigns more effective for your consumer packaged goods brands (CPG). Find more information here about the work we do to help advertisers with CPG marketing. About the consumer sentiment survey In April 2023, we commissioned a consumer sentiment survey of 1,000 people to ask them about their sunscreen habits. Twenty-five percent were Gen Z, 26% were Millennials, 25% were Gen X, and 24% were Baby Boomers. Respondents ranged in age from 21 to 77, with an average age of 43. Fifty percent were men, 48% were women, and  2% were non-binary.  About the NCS Purchase Data NCS provides purchase insights to brands to help them optimize, measure, and enable sales-based outcomes.NCS’s representative and balanced consumer CPG purchase data set consists of the industry’s preeminent and comprehensive sources. It is inclusive of actual purchase data (transaction information) from big-box retailers, supermarkets, drug stores, convenience stores and other retail channels at which American households buy CPG products spanning 340+ grocery categories. The NCSolutions Purchase Data was analyzed in May 2023. For media inquiries, please contact mediarequest@circana.com   Fair Use When using this data and research, please attribute by linking to this study and citing NCSolutions .