Front cover of the Demystifying Ambiguity in Market Measurement Report by Circana The evolution of the UK's markets and consumer behaviours present retailers and manufacturers with many challenges. Precision and reliability can help you turn them into opportunities. Our e-book explores how consistency, granularity, and transparency in market data can transform your decision-making and give you a competitive edge. Highlights: Learn why consistent data delivery eliminates guesswork Discover how item-level granularity reveals hidden growth opportunities Explore what transparent data sourcing means for trust and strategy

In today’s intense media environment, even the most compelling message isn’t enough. The best ads won’t perform if they’re shown too often or to the wrong audience. Likewise, perfect targeting won’t help if the message is stale. To drive meaningful outcomes, creatives must work in harmony with audience targeting, platform dynamics, and media strategy. But how do you find that balance? Our latest research shares insights on successful creatives based on years of marketing mix analyses.

CHICAGO, July 29, 2025   –  The big story for the U.S. golf equipment business in 2025 comes from a humble and daresay often overlooked piece of gear in a golfer’s bag: the lone putter. Within golf specialty and green grass shops, dollar sales of putters grew a notable 23% from January through June 2025, compared to the same period in 2024, according to Golf Datatech, a Circana  company. Putters are also experiencing growth at mass and sporting goods retailers, according to Retail Tracking data from Circana – up 17% from January through June 2025, versus one year ago. To put these figures into perspective, no other golf club segment is experiencing double-digit growth so far this year.   “The putter is a great case study of success for the golf equipment business,” said Phil Barnard, VP at Golf Datatech, a Circana company. “The explosive growth in putters is driven by innovations in the ‘zero torque’ space, with several brands launching their own versions within the past year. This trend exemplifies the power of new technology to create excitement that translates to sales in even the most unexpected places of our golf bag. However, retailers and brands must remain vigilant; as higher price points push dollar sales up, units aren’t moving as quickly, especially in mass merchants and sporting goods stores. Balancing advancements in technology while also being accessible will be paramount for sustained success.” Looking across the overall market, golf equipment sales in specialty and green grass shops were off to a hot start in January, with dollar sales up 14% over January 2024, but growth has tempered as consumers exercise caution around tariff impacts, with year-to-date sales growing by 7% through June. Within specialty retail, golf clubs led the charge with a 6% sales gain, while consumables such as balls and gloves increased by 3%. In contrast, mass and sporting goods channels experienced more modest growth, with equipment sales inching up just 1%. Club sales in these channels grew 5%, but that effort was offset by a decline in club sets. Golf balls maintained a steady 3% increase, and golf gloves outperformed with a 5% lift.

The Supplemental Nutrition Assistance Program (SNAP) has long been a vital support system for millions of Americans — and a key driver of sales across the CPG industry. Today, approximately 42.5 million people participate in SNAP with the goal of reducing poverty and food insecurity. Benefits and participation in the program will shift with the passage of the Big Beautiful Bill Act. The SNAP program changes present both challenges and opportunities for manufacturers, retailers, and stakeholders across the food and beverage ecosystem. Here’s what you need to know — and how to prepare. The Big Beautiful Bill Act includes reforms to SNAP, including: $186 billion+ in federal funding cuts over 10 years Shift of costs to states : States will now cover 5% of benefit costs and 75% of administrative costs (up from 0% and 50%, respectively) Stricter work requirements : Age range expanded to 18–64; exemptions narrowed Reduced benefit growth : Thrifty Food Plan updates limited, curbing future benefit increases Utility deduction changes : Internet and phone bills no longer count Immigrant eligibility narrowed : Only citizens and lawful permanent residents qualify SNAP participants are strained from a budgetary standpoint, but they have their own money to spend in addition to the SNAP benefits. These benefits can only be used on approved food and beverages. As we look at 32 weeks ending May 11, 2025, we find SNAP households representing ~20% of total CPG sales, but their share is shrinking across retail food & beverage (-1.9 ppts), foodservice (-1.2 ppts) and retail non-food (-1.6 ppts). SNAP households are important to CPG since they make 29% more trips overall than non-SNAP households and 11% more spend and buy more items per trip.  Approximately 10% of SNAP household retail food & beverage dollar sales occur on trips where SNAP Electronic Benefits Transfer (EBT) payment method is used.  With the new law, there could be further sales declines due to the reforms mentioned above but also changes at the state level. States now have the authority to restrict SNAP purchases through Food Restriction Waivers. Six states — Arkansas, Idaho, Indiana, Iowa, Nebraska, and Utah — have approved waivers, with seven more considering similar actions. These waivers, to begin in 2026, vary but commonly target soda and sugary drinks, candy and snacks, and low-juice beverages. These at-risk categories will need to prepare for continued SNAP shopper shifts. These shifts could range from SNAP shoppers buying the categories less often to not buying at all in the SNAP-wavier states. On the flip side, products outside of the state waivers could benefit because SNAP shoppers will have extra money they can spend toward approved products. From a retail standpoint, the Dollar channel (29.9% of sales from SNAP HHs (-2.8 pts YOY) and the Mass channel (22.6% (-2.6 pts) rely on SNAP households for a higher-than-average share of their sales. During the 32-week period, traditional grocers and mass retailers have been capturing the largest share of dollars from EBT trips. In addition, SNAP households have shifted EBT spending slightly in favor of grocery and e-commerce. Despite the challenges, there are actionable strategies to maintain relevance and loyalty among SNAP consumers: 1. Gauge Risks and Refine Strategies Reassess pack sizes, pricing, and promotional tactics Monitor participation trends and adjust accordingly 2. Focus on Meal Solutions Help SNAP families stretch their budgets with affordable, nutritious options 3. Adjust Product Offerings Align with new eligibility rules and state-specific waivers 4. Leverage Waivers for Innovation Explore co-promotions around newly eligible items like rotisserie chicken 5. Educate Consumers Fill the gap left by SNAP-Ed with in-store and digital education on nutrition and budgeting The Big Beautiful Bill Act marks a pivotal moment for SNAP and the CPG industry. As participation declines and regulations evolve, brands must stay agile, informed, and empathetic to the changing needs of SNAP households.

Refresh cycles and innovation present industry opportunity amid economic headwinds putting pressure on consumer spending CHICAGO — July 24, 2025 —  The pull-forward consumer purchasing that supported revenue gains in the U.S. consumer technology market during the first half of 2025 has waned, and is expected to result in softer second-half results. Overall consumer technology retail dollar sales grew 1.5% in the six months ending June 2025, according to retail tracking from Circana ™. The latest Future of Consumer Technology report forecasts full-year sales revenue for the industry will finish 1% above 2024 as the impact of early pull-forward purchasing is realized alongside a pull-back on spending by consumers. “Technology came to the forefront of consumer purchase decisions early in the year, with a big emphasis on IT products as the PC market is entering a refresh cycle,” said Paul Gagnon, vice president and technology industry advisor for Circana . “However, that early boost is likely to weigh negatively on the second half as the trade-down behavior seen already from cost-conscious consumers in some product categories expands its reach.” First-half sales gains came primarily from pull-forward purchasing that occurred in March and April, resulting in year-over-year growth exceeding 6%. Notebook and desktop PCs represented a major piece of that growth, with dollar increases of 8% and 18% respectively. The pull-forward effect that bolstered PC sales those two months waned in May and June.  The first-half spending that bolstered PCs did not extend throughout the tech market. Categories like televisions felt the impact of trade-down behavior in the first half of this year. Consumers demonstrated higher unit demand for TVs but opted for lower price alternatives, resulting in a 2% increase in unit demand, but a 3% decline in sales revenue for the category. However, innovation and new form factors gaining acceptance supported strong growth in categories like smart glasses and smart rings, to the tune of nearly triple or quadruple last year’s sales revenue. Similarly, demand for more retro products like digital point-and-shoot cameras contributed to dollar gains of more than 40% in the first half of 2025. Looking ahead, consumer technology sales are forecast to grow 1% for the full year compared to 2024, with softer second-half growth and flat Q4 holiday shopping season performance. Computers will remain a growth area to watch in the second half, and TV demand will slow but remain up slightly with a decline in dollars. Home entertainment is an affordable alternative to away-from-home options like concerts, movies and sporting events, which makes an upgrade investment to a larger TV attractive to many consumers. Dollar sales of televisions 75 inches and larger will grow by a double-digit rate in the second half of 2025, despite a slowdown in sales of smaller sizes. According to a recent Circana consumer survey, consumers will prioritize spending if prices rise. Products like soundbars and smartwatches will be lower on the priority list than others, resulting in expected spending declines in 2025. “Economic uncertainty and persistent inflation will pressure consumer spending, but planned tech upgrade cycles are expected to underpin demand resiliency for many categories,” added Gagnon. “The consumer will be more focused on affordability, even if it means trading down more frequently to offset any individual product price increases.” 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.

Circana’s comprehensive weekly updates on the U.S. consumer packaged goods sector monitor the impact of macroeconomic factors, including tariffs, on volume, price, and supply, providing valuable insights to support critical business decisions. Highlights from the week ending July 13, 2025: Retail F&B spending improved slightly in early July resulting in +0.1% volume growth in latest 4 weeks, but demand still remains soft as economic pressures and consumer caution continue to weigh. Overall Retail F&B average price growth remains stable at 2.8% in the latest 4 weeks, though pockets of price acceleration  exist, driven by continued supply volatility in select commodities. Non-food is not included in this week’s tracker but will return in the next edition. We can help our clients navigate the tariff landscape with clarity and confidence.

Top 10 Selling Print Books – June 2025 Rank  Title   Author   Publisher   Publication Date  1 The Let Them Theory Mel Robbins Random House 12/24/24 2 Caught Up Navessa Allen Two Rivers Distribution 6/10/25 3 Sunrise On The Reaping Suzanne Collins Scholastic Books 3/18/25 4 Atmosphere Taylor Jenkins Reid Random House 6/3/25 5 One Golden Summer Carley Fortune Penguin Group Usa 5/6/25 6 The Tenant Frieda McFadden Sourcebooks Inc 5/6/25 7 The First Gentleman: A Thriller James Patterson Hachette Book Group 6/2/25 8 Dad, I Want To Hear Your Story Jeffrey Mason Unsourced Publishers 5/27/19 9 Never Flinch Stephen King Simon & Schuster 5/27/25 10 Bury Our Bones in the Midnight Soil V.E. Schwab Macmillan Trade 6/10/25 Titles published in 2025 account for 8 of the top 10 in June, highlighting an appetite for newness among book buyers in the summer reading months.  Top 10 Selling Print Books – 2025 Year To Date Rank  Title   Author   Publisher   Publication Date  1 The Let Them Theory Mel Robbins Random House 2024-12-24 2 Sunrise on the Reaping  Suzanne Collins Scholastic Books 2025-03-18 3 Onyx Storm (Wing and Claw Collection) Rebecca Yarros Macmillan Clients 2025-01-21 4 Dog Man: Big Jim Begins Dav Pilkey Scholastic Books 2024-12-03 5 The Housemaid Freida Mcfadden Hachette Book Group 2022-08-23 6 Atomic Habits James Clear Penguin Group Usa 2018-10-16 7 Onyx Storm (Standard Edition) Rebecca Yarros Macmillan Clients 2025-01-21 8 Fourth Wing Rebecca Yarros Macmillan Clients 2024-09-17 9 Oh, the Places You'll Go! Dr Seuss Random House 1990-01-22 10 The Crash Freida Mcfadden Sourcebooks Inc 2025-01-28 BookScan™ | Copyright 2025. Circana, Inc. and Circana Group, L.P. All Rights Reserved. Proprietary and Confidential Mel Robbins's breakout bestseller holds the top spot on the list with impressive sales figures. Adult fiction accounts for half of the top 10 bestsellers, underscoring the dominance of the segment in today's print book market.

Top 10 Selling Video Games (Retail and Digital), June 2025 Rank Rank Last Month Title Publisher 1 1 Elden Ring: Nightreign Bandai Namco Entertainment 2 NEW Death Stranding 2: On the Beach Sony (Corp) 3 NEW Mario Kart World* Nintendo 4 5 Call of Duty: Black Ops 6 Microsoft (Corp) 5 185 Stellar Blade Sony (Corp) 6 3 Forza Horizon 5 Microsoft (Corp) 7 6 MLB: The Show 25^^ Multiple Video Game Publishers 8 7 Minecraft^ Multiple Video Game Publishers 9 8 Grand Theft Auto V Take-Two Interactive 10 NEW Rune Factory: Guardians of Azuma Marvelous Entertainment * Digital sales not included for marked titles ^ Digital sales on Nintendo platforms not included ^^ Digital sales on Nintendo and Xbox platforms not included Unlock the 2024 U.S. Gamer Segmentation Report! Gain deep insights into U.S. gamers’ motivations, behaviors, and platform preferences. Access the latest insights on gaming trends, opportunities, performance, and what’s ahead. Visit our content hub! Top 10 Selling Video Games (Retail and Digital), Year-to-Date 2025 Rank Rank Last Month Title Publisher 1 1 Monster Hunter: Wilds Capcom USA 2 2 The Elder Scrolls IV: Oblivion: Remastered Microsoft (Corp) 3 3 Assassin's Creed: Shadows Ubisoft 4 4 Call of Duty: Black Ops 6 Microsoft (Corp) 5 5 MLB: The Show 25^^ Multiple Video Game Publishers 6 6 Kingdom Come: Deliverance II Plaion 7 7 WWE 2K25 Take-Two Interactive 8 11 Elden Ring: Nightreign Bandai Namco Entertainment 9 8 Split Fiction Electronic Arts 10 9 NBA 2K25 Take-Two Interactive ^ Digital sales on Nintendo platforms not included ^^ Digital sales on Nintendo and Xbox platforms not included

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.

Impact and Opportunities for Retail Activation 14% of U.S. households are Hispanic households, and these consumers are more likely to shop in-store than online. This report, Part II in a two-part series, focuses on U.S. Hispanic retail engagement. It also explores the importance of understanding cultural references and opportunities to activate these valuable shoppers around specific holidays.  Highlights : Hispanic households tend to be multigenerational and larger than the national average. Hispanic consumers favor local Hispanic or family-owned retailers but will shop mainstream retailers with the right assortments. Traditional flavors like limón, churro, and horchata, and brands like Fabuloso, Modelo, and LaLa, are gaining mainstream appeal across food and beverage.  Using country-of-origin and descriptive menus, restaurants have unique opportunities to target specific groups.  Retailers should align Hispanic social and digital media messaging with preferred apps, such as WhatsApp, TikTok, and Snapchat.  Circana's Comprehensive Insights On Hispanic Shoppers Circana's understanding of complex consumer behavior helps brands and retailers uncover data-driven opportunities for growth with Hispanic consumers.