As the marketing landscape evolves, staying ahead of industry shifts is no longer optional—it’s essential. Discover what’s shaping marketing success in 2025 with the Marketing Measurement Industry Shifts for 2025 report, featuring insights from top industry leaders, Yeimy Garcia Smith (SVP, Global Measurement Strategy) and Michelle Snell (Director, Product Marketing, Media). This comprehensive report covers the latest trends, challenges, and opportunities, giving you the tools to drive marketing ROI in the face of: Economic uncertainty Big Tech pressures Stringent privacy regulations The transformative potential of AI The rise of retail media networks Why You Need This Report In an era where the ability to measure marketing impact is more complex than ever, understanding the latest trends in marketing measurement will empower your strategy and maximize results. This report gives you a blueprint for navigating: The evolving path to purchase How to handle signal loss in your data models The growing complexity of media channel fragmentation Unifying disparate data sources for a customer-centric approach What You’ll Learn: The impact of privacy regulations and Big Tech rulings on your marketing How to build a strong data foundation to map the entire customer journey The role of AI and privacy-durable marketing mix modeling (MMM) in creating unified measurement solutions Download the Report to Answer These Critical Questions: How will global privacy rulings impact your 2025 marketing strategy? Are you using the right data and partners to achieve your business goals? How can you connect your optimization metrics directly to performance outcomes? What tools and analytics methods are missing from your marketing measurement strategy? Who Should Read This Report? CMOs and marketing leaders ready to build 2025 strategies Analytics and data teams looking to optimize measurement methodologies Marketers searching for innovative ways to measure success across fragmented media channels

China Consumer Sentiment Study: September 2024 Data Restaurant prices across China’s foodservice industry remained stable in September, especially in Tier 2 cities. But many consumers focused their plans and their budgets on visiting new Tier 1 cities to celebrate the seven-day holiday. This month’s China Consumer Sentiment Study highlights the latest behaviors and attitudes across the foodservice industry. Key Insights:  The share of increasing household incomes remained low, but consumers’ income in Tier 2 cities grew better than consumers in Tier 1 cities.  The percentage of restaurant price increases declined compared to August. Consumers’ expectations to dine out declined for the fourth consecutive month.  Budget for transportation and attraction tickets was higher for National Day than May Day.

Digital commerce is transforming consumer preferences, making it tough for brands to predict behavior and trends. In this fast-paced world, marketers need agile, data-driven tools. Traditional data sources are falling short, often biased and inaccurate. That’s why Circana has teamed up with Captify, the leader in real-time audience insights, to explore the link between search activity and sales.  By examining UK data within the pet food category over a 12-month period, our findings reveal that search data not only correlates with sales trends but also predicts them, enabling marketers to anticipate shifts and optimize strategies in real time.

To stay competitive in retail globally, it’s critical to proactively monitor inventory, service levels, on-shelf availabilities, and out-of-stocks. See how optimizing the last mile of the supply chain is a reliable strategy for success.

Omnichannel and Consumer View U.S. tobacco sales, including cigarettes, cigars, smokeless tobacco, and electronic smoking devices, accounted for $84 billion across multioutlet and convenience channels. Sales declined in cigarettes and electronic smoking devices but grew in smokeless tobacco. This report examines how the industry is responding to shifting consumer behavior.  Highlights: Despite the economy’s resilience, persistent high inflation continues to weigh on consumers, especially those aged 21 – 24 and in low-income households.  C-stores outperformed other multioutlet retailers in cigarette sales, but underperformed in other tobacco, including spitless and chewing tobacco, and papers.  Among new products tracked through MULO+C, affordable cigarettes top the list in dollar sales, but electronic smoking devices lead new offerings.  Just more than half of tobacco buyers are poly-users. Opportunities exist to promote different products for different occasions, and to add a variety to consumption.  Innovation should highlight reductions in harmful chemicals and promote positive attributes of flavors and aromas.

Circana Inspire: November 2024 For the second consecutive quarter, dollar sales for CPG products in the convenience channel declined year over year. The Q3 2024 dollar sales decline was driven by year-over-year decreases in unit sales and trips per buyer. Total foodservice traffic for the convenience channel also decreased year over year as c-stores were outperformed by quick-service restaurants (QSR). Multioutlet+ (MULO+) outperformed convenience in many of the top convenience categories. Highlights: Convenience channel dollar sales declined 2.4% while MULO increased 2.4% year over year. Convenience trips per buyer decreased year over year, but dollars per trip increased due to growing price per unit for the channel.  C-store shoppers continued to trade down to lower-priced items in many top sales categories, including cigarettes, where single packs outperformed cartons.  The convenience channel has the potential to capture a greater share of sales for the growing U.S. Hispanic demographic.  Convenience retailers can enhance assortments in treats and specialty beverage categories to contend with the competitive QSR space.

Thanksgiving is a cherished U.S. holiday. It’s also the second-largest food holiday of the year, and in 2023 it contributed $2.4 billion sales lift compared to the average week. This report explores purchasing trends and behaviors leading up to the fall holiday, celebrated on the fourth Thursday of November.  Highlights : Promotions ramp up for Thanksgiving basket items in the run-up to the holiday. But the depth of discounts in 2023 was just a few percentage points higher than the average throughout the year.  Nearly 80% of the main Thanksgiving meal is completely homemade. 34% of respondents expect to pay more for Thanksgiving groceries but will purchase the same amount this year.  Fewer consumers (61%) report they’re celebrating the holiday in their own home, presenting an opportunity to promote gifts for the host.  Just 28% of respondents think it’s important to keep the same Thanksgiving traditions each year. Help consumers find ways to bring new ideas to the holiday.

Uncover which industries are driving growth as we approach the holiday season.

It’s critical for suppliers and retailers to understand the latest market changes and customer preferenceshifts for optimal inventory management. With clear insights into yesterday’s sales and today’s inventory data, decisions can be made for tomorrow’s consumer.Complete the form to subscribe to our exclusive insights and receive our e-book, The Retail Detail: Effective Inventory Management with Supply Chain Data .

China Consumer Sentiment Study: October 2024 Data Despite a higher percentage of restaurant price increases, China’s foodservice industry was boosted by higher consumer confidence in October. Increasing household incomes and the National Day holiday helped lift consumers’ expectations to dine out next month, especially in Tier 2 cities. This month’s China Consumer Sentiment Study highlights the latest behaviors and attitudes across the foodservice industry. Key Insights: The share of income increases grew in October, with more significant growth in Tier 2 cities. Restaurant price increases rebounded at similar levels across Tier 1 and Tier 2 cities. Consumers’ expectations to dine out slightly grew, the first increase since June 2024. Floral flavors became the third-most popular tea flavor, after classic tea bases and fruit teas.

Trends and Insights in the Baby Industry Economic, cultural, and demographic changes are significantly influencing the U.S. baby industry. Dollar gains across baby categories have been driven by prices, as unit sales have been flat or declining. This report provides a comprehensive view of current trends and an outlook for the baby market.  Highlights:  Birth rates have declined due to economic challenges, changing family dynamics, financial insecurity, cultural shifts toward individual autonomy, and a focus on careers.  There are still areas in the U.S. where birth rates are higher, including Alaska and regions in the Midwest and South.  The convenience of e-commerce has led to a dramatic shift in baby product purchases online. Delivery has become the preferred fulfillment method. As e-commerce grows, invest in online marketing to showcase baby solutions across the store, from food to sleep, play to bath.  Baby food flavors are increasing in sophistication. Position baby products as baby-formulated versions of popular and trending flavors.

Since their introduction in 2005, GLP-1 medications like Ozempic and Wegovy have transformed diabetes treatment and weight management. Our new report highlights the impact of GLP-1 use on consumer spending habits, particularly on food, beverages, and non-food products. It also highlights the opportunity for CPG companies to help consumers on their weight loss journeys through product innovation, educational campaigns, personalized meal planning, partnerships with health care providers, and more.  Highlights: On average, households with GLP-1 weight loss users typically spend more than nonuser households on CPG food, beverages, and foodservice before they even initiate use of a GLP-1. Sales of gastrointestinal products increased among GLP-1 users seeking relief from the medication’s side effects. The data also shows during the first year of usage, consumers decreased spending on sleep remedies, analgesics, and home health care products as overall health improved. The biggest shift in grocery spending was in frozen foods, where GLP-1 weight loss users’ monthly spending fell three points from their pre-usage baseline during their first year on the drug. GLP-1 weight loss users initially skew their spending toward quick-serve restaurants. Register for the free webinar: The Ripple Effect of GLP-1s, Today and in the Future on January 8, 2025, at 1:00 p.m. PM CT. See More Of Circana's Insights On How GLP-1s Are Changing Consumer Shopping Trends in CPG & Food/Beverage Circana Webinar The Ripple Effect of GLP-1s, Today and In the Future The GLP-1 evolution might more aptly be called a revolution. As consumers work with medical professionals, new GLP-1 formats are entering the market. Watch This Webinar Circana Press Release Circana Report Highlights the Role of Personalization in Supporting GLP-1 Weight-Loss Users A deeper understanding of GLP-1 medications and their roles in weight loss has unlocked new opportunities to enhance the food, beverage, and nonfood products that support consumers. Read The Press Release Growth Insight Podcast Revolutionizing Weight Loss: The Impact of GLP-1 Medications on Consumer Behavior Sally Lyons Wyatt discusses groundbreaking research on GLP-1 use for weight loss, including how users shift their purchase habits while using the medication and after they stop taking it. Listen To The Podcast

Consumer Dining Expectations Grow as the Year Ends China’s foodservice consumers remained optimistic toward the end of the year. In November, the percentage of consumers who expect to dine out in the next month reached its highest level since July and was even more prominent in Tier 2 cities. This month’s China Consumer Sentiment Study highlights the latest behaviors and attitudes across the foodservice industry. Highlights: Household incomes in November improved better than August and September, especially in Tier 2 cities.  Consumers’ expectations to dine out increased for the second consecutive month. Compared to other segments, foodservice ranked higher in expectations to increase spending. Casual coffee drinking surpassed functional coffee drinking.

The Canadian quick service restaurant (QSR) market is undergoing a significant transformation. Once dominated by major chains, smaller QSR operators are emerging as growth and innovation drivers. Our report explores the growth of global cuisine and the digital advances reshaping the industry. Highlights: Smaller QSR operators are leading unit growth and expanding their footprint more rapidly than major chains. Gen Z and ethnic communities exert considerable influence on foodservice trends, favoring authentic global cuisine and brands aligned with their values. The rise of global cuisine acts as a powerful competitive advantage for smaller chains that offer authentic flavors major chains often struggle to replicate. Digital innovation, including online ordering and digital marketing, gives smaller operators an edge. Smaller chains and independents are mastering the art of on-premises dining experiences, tapping into consumers’ desire for more sociable and unique meal occasions.