In today’s competitive market, it’s critical to understand customers’ needs and what causes shifts in their preferences. Delve into the transformative power of loyalty data and explore how it can accelerate growth for your business.

The most authoritative, in-depth view of the motivations, behaviors, preferences, and platform choices of U.S. gamers Circana’s  U.S. Gamer Segmentation Report  is back! The 2024 edition provides the most updated insights into the postpandemic evolution of this dynamic consumer base. The report divides the U.S. gamer population by gaming motivations, behaviors, preferences, and spending across platforms. It also provides data tables and trend analysis of consumers’ shifting habits compared to 2018, 2020, and 2022 behaviors. Explore the gamer platform motivations for each profiled segment, along with key use cases by platform type. Uncover how device preferences and gaming habits are likely to change as gamers age. Know each segment’s share of entertainment time and money spent on games. See broad games market trends, including awareness of streaming, e-sports, and games as a service (GaaS) engagement on PCs and consoles.  Business Benefits Leverage the latest consumer behavior information to build business among key consumer groups Understand changes in behaviors, attitudes, and preferences of each gamer segment to improve product development Learn each gamer segment’s demographics to support effective targeted advertising and promotional messages Optimize your opportunities on all platforms with in-depth insight into the preferences of specific types of gamers Examine how consumers’ time and money investment and new platform adoption have shifted  Key Metrics Number of active gamers and their general gaming habits Gamer behaviors, interests, spending, and motivations Devices used to play games Player profiles across mobile, PC, console, and handheld Profiles of specific gaming habits by age and gender What’s Included in the Paid Report Excel deliverables featuring 2018, 2020, 2022, and 2024 data for cross-tab analysis Fully designed 40-page report with key charts and analysis for presentation Methodology Information in this report is based on a total of 5,000 U.S. respondents aged two and older. Adults (respondents aged 18 and older) completed the survey based on their own habits. Children and teens (ages 2 to 17) were recruited via parent surrogates; children aged 10 and older were instructed to complete the survey themselves (with their parents’ help, if needed). Parents of younger children were asked to complete the survey on the child’s behalf, with the child’s help. Industry Expertise With nearly 75% of all U.S. consumers reporting that they play video games, the customer base for games is one of the broadest in entertainment, and also one of the complex. As a result, video game publishers and developers are under increased pressure to deliver the content that players demand, when they demand it. At the same time, manufacturers must know how players interact with their content and hardware so they can power the best gaming experiences. Data and insights from Circana can ensure you’re responsive to market changes and your customers’ needs. You get complete, accurate information about your products’ market share and mindshare, plus industry insights, to help you track trends, identify business opportunities, and grow your business. We also offer custom research solutions, comprehensive video game metadata, and game forecasts to help you answer critical research questions and gain data-driven feedback throughout the development cycle.

Consumers across the globe continue to prioritize their health and wellness. By tapping into the trends fueling their wellness journey, retailers and brands can enhance customer engagement, build loyalty, and ultimately drive sales.

How U.S. Connected Consumers Take Charge of Personal Wellness Consumers around the world are expanding their approach to personal well-being. From telehealth to wearable devices, U.S. consumers are relying on and contributing to the $6.8 billion digital health market. This report uncovers opportunities for brands to connect with shoppers and support their wellness journeys in new ways. Highlights:  More than half of U.S. adults own a wearable device, such as smart watches, trackers, and rings. In some cases, owners may have more than one device.  Technology offers new ways for consumers to manage their health. Newer tech like smart rings provide additional formats for daily heath tracking.  Virtual health, or telehealth, allows consumers more flexible options to engage with health care professionals.  Oral health successfully leaned into technology, with connected devices and apps to track proper use. On the emerging side, tech is supporting women managing menopause symptoms.  Those using digital health devices spend more on consumer health categories and present an opportunity for growth and engagement.

With consumers cutting back on restaurant trips, increasing their reliance on in-home meals, and using kitchen appliances more often, there’s at least a glimpse today of consumer behaviors in 2020. Many of these shifts stem from cost pressures forcing consumers to find savings wherever possible. Consumers shifting behaviors can be stressful for marketers, but also represent opportunities for growth by attaching to those needs. To compete in this landscape, food and beverage manufacturers, retailers, and home products companies must understand consumers’ evolving needs. They must find innovative ways to make meal preparation easier and solve other problems consumers face. Circana’s new Inside America’s Kitchens report examines these trends and provides insights on implications for the food and beverage and home industries.  Questions Answered Which appliances are gaining household penetration, and where are they stored in the kitchen?  How do different generations approach meal preparation — and with which tools?  What is social media’s role in finding meal ideas and its role in generating sales for offline cookbooks? How often and why do consumers entertain guests? What worries do they face when entertaining at home? What is the role of grills on special occasions, what are meal preparer’s concerns about using grills, and how do they differ by generation?

Holiday 2023 is here! Consumers are feeling increasingly negative about the economy and personal finances this year. But they plan to spend about the same as Holiday 2022. Discover how much consumers expect to spend, how economic concerns may affect their decisions, when and how they plan to shop, and much more.

Use valuable insights on shopper loyalty behaviors and trends to accelerate growth. Success in today’s landscape requires a complete understanding of consumer spending across all of retail. Frequent shopper program (FSP) data can help you get ahead.

China Consumer Sentiment Study: August 2024 Data In China’s foodservice industry, the share of restaurants with price increases has increased for three consecutive months. In August, the proportion rose significantly over July, with prices growing across Tier 1 and Tier 2 cities. This month’s China Consumer Sentiment Study highlights how and why consumers use promotions for foodservice products.   Key Insights: The proportion of households with increasing incomes declined in Tier 1 and Tier 2 cities.  The percentage of restaurant price increases in Tier 2 cities is approaching the level of Tier 1 cities.  Expectations to dine out more in the next month were at record lows.  46% of consumers used super low-price offers in the last month

Holiday 2024 is here! U.S. consumers plan to spend an average of 2% more than they did last year. Black Friday has hit a four-year high in expectations of the best holiday deals. Discover how much consumers expect to spend, how economic concerns may affect their decisions, when and how they plan to shop, and much more.

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.