LAS VEGAS – Nov. 5, 2025   – Circana™  has announced the winners of its seventh annual Automotive Aftermarket Performance Awards. The awards will be presented at the Automotive Aftermarket Products Expo (AAPEX) in Las Vegas, Nov. 4-6, 2025.   These awards honor brands that achieved the highest gains in United States market share across key segments of the aftermarket and tire industries. Circana determined winners in the categories of accessories and appearance; chemicals, additives and fluids; maintenance and repair; and core tires using its Retail Tracking Service, which gathers sales data from a diverse panel of retailers, including automotive specialty, mass market, tires, e-commerce, and more.   “The Automotive Aftermarket continues to demonstrate remarkable resilience in the face of economic headwinds, remaining one of the strongest performers among general merchandise industries tracked by Circana,” said Steve Flavin, president of Circana’s automotive practice. “As consumer behaviors evolve, the brands recognized this year have shown exceptional agility and commitment — earning their place among the industry’s top growth leaders.” Circana 2025 Automotive Aftermarket Performance Awards  Winners for Top U.S. Market Share Increase Super Category Winner Accessories & Appearance Meguiar’s Chemicals/Additives/Fluids Valvoline Maintenance & Repair Rain-X Source: Circana, Retail Tracking Service, 12ME August 2025, dollar share change among brands with at least $25 million in annual sales Category Winner Air Fresheners Yankee Candle Performance Chemicals Hot Shot’s Secret Antifreeze/Coolant PEAK Motor Oil Mobil 1 Passenger Car/Light Truck Tires Cooper Source: Circana, Retail Tracking Service, 12ME August 2025, dollar share change among brands with at least $25 million in annual sales 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.     Media Contact Janine Marshall janine.marshall@circana.com

In a marketplace defined by constant consumer behavior changes, every product launch, promotion, or shelf adjustment depends on one thing: understanding how people actually shop. To give retailers and manufacturers a complete view of the consumer journey, they rely on consumer panel data to see beyond what shoppers buy, but uncover the why, where, and how often they do it. Consumer panel data goes beyond point-of-sale figures to connect the dots between in-store and online behaviors. But before you trust these valuable insights, you need to trust how the data is collected . What is Consumer Panel Data? Consumer panel data comes from households that voluntarily share their purchase activity over time. These panelists record what they buy, from groceries to cosmetics to general merchandise, allowing analysts to track purchasing patterns at the item level. Unlike survey data, which measures opinion or intent, panel data captures verified transactions. Panel data provides a longitudinal dataset that reflects real behavior, not recall, which makes it one of the most powerful tools for understanding market performance and shopper loyalty. If you are looking to learn more about consumer behavior, here are some of the insights that panel data can solve: ●      How frequently do households buy within a category? ●      Which brands do they switch between? ●      How much do they spend per trip? ●      Where are they shopping most often? Discover Consumer Data Collection Methods Modern panels use a mix of digital collection methods designed to capture purchases across all channels, providing a comprehensive view of consumer behavior. These methods, continually refreshed, cover a wide range of categories, channels, and time, ensuring that no aspect of consumer behavior is left unexplored. Receipt Scanning Through Mobile Apps Panelists upload receipts from brick-and-mortar stores and e-commerce purchases. These receipts are processed by advanced recognition systems to extract UPC-level data, giving analysts visibility into which items were purchased, in what quantities, and at what prices. E-Receipt and Loyalty Card Integrations Many households link digital accounts or loyalty programs , allowing automatic capture of online and in-store transactions without extra effort. This eliminates reliance on memory and ensures that smaller, everyday purchases are recorded alongside larger shopping trips. Supplemental Surveys and Purchase Journals To complement transactional data, select panelists participate in short surveys that reveal why the shopper made the purchase. For example, they would disclose whether the purchase was driven by promotion, convenience, or habit. These behavioral insights add context to the numbers. POS Data Alignment The most reliable providers calibrate panel data against point-of-sale (POS) data directly from retailers. This process validates that the items recorded by panelists match what was sold in stores, ensuring an accurate reflection of market reality. Does the Panelist Selection Process Matter? Not all consumer panels are created equal. The strength of the insights depends on the rigor of the panelist recruitment and management process. High-quality panels are built on representative coverage, meaning they reflect a balanced mix of demographics, regions, and household types. Panelists are carefully vetted and required to maintain consistent participation, including submitting a minimum number of valid receipts each month. It is equally important to evaluate how the panelist participants are motivated. Panels that offer rewards tied to brand, retailer, or spend amount compromise the consumer behavior data as participants begin to shop to earn points rather than to meet real needs. A trustworthy panel partner avoids these pitfalls by incentivizing participation, not purchases, to ensure shopping patterns remain authentic and unbiased. Overall, when investing in consumer panel data insights, you must select a company that follows a rigorous panelist selection process and responsible management to safeguard the integrity of the data before it is analyzed. How Data Accuracy is Verified Accurate results begin with sourcing quality data and validating it through continuous cross-referencing with retailer POS information, which delivers what many call the 'market truth.' By aligning consumer-reported receipts  with actual retail sales, these systems correct for missing or misclassified purchases and minimize random variation. This calibration step also helps maintain consistent quality across industries, from grocery and beauty to general merchandise and foodservice, so that the insights reflect the full consumer landscape, not just one slice of it. Additionally, large, well-maintained panels also reduce bias simply through scale. When thousands of households contribute verified data every month, individual anomalies have little power to skew results. The outcome is a dataset that remains stable, predictable, and dependable over time. Reliable Panel Data Offers a Competitive Advantage For retailers and manufacturers, the difference between good and great decisions often comes down to data quality. Panels that combine rigorous methodology, broad coverage, and verified accuracy reveal truths that others can't, from identifying underperforming segments to spotting emerging cross-category trends. This level of visibility helps answer questions that drive real business growth: ●      Are promotions converting habitual buyers or attracting new households? ●      Which adjacent categories do my customers shop most often? ●      How are spending patterns shifting between in-store and online channels? When panel data reflects genuine, unbiased consumer behavior, it becomes a reliable compass for every stage of planning, from assortment strategy and pricing to innovation and demand forecasting. When seeking a cost-effective way to measure changing attitudes and behaviors, panel data is a reliable resource that delivers fast, accurate, and actionable insights. Explore Circana's Advanced Consumer Insights Solutions In today's marketplace, reliable consumer panel data is the cornerstone of confident decision-making. Circana ensures that reliability by combining verified transactions, rigorous panelist selection, and precise POS calibration. This disciplined approach produces data that accurately reflects real consumer behavior, offering retailers and manufacturers a level of clarity that recall-based or influenced panels cannot provide . When businesses need a trusted source of truth about how consumers buy, switch, and spend, Circana delivers the complete picture. Consumer Panel Data FAQs What Makes Consumer Panel Data Different From Survey Data? Survey data reflects what people say they'll do. Panel data captures what they actually do. Because transactions are verified through receipts and POS alignment, panel data eliminates guesswork and memory bias. How Do Companies Ensure the Accuracy of Consumer Panel Data? Accuracy depends on multiple safeguards: verified purchases, cross-checks with retailer POS data, and balanced representation across regions and demographics. Together, these steps ensure results mirror real-time consumer and shopper behavior. Why is Panel Data Valuable for Both Retailers and Manufacturers? Consumer panel data offers lasting value because it captures purchasing behavior over time, revealing not only what consumers buy but also how their habits evolve. These longitudinal insights help both retailers and manufacturers make decisions grounded in real-world evidence rather than assumptions. For retailers, panel data highlights which products resonate with specific demographics, how shoppers navigate categories, and where in-store or online placement can influence purchasing decisions. It provides the visibility needed to refine assortment, pricing, and promotional strategies with precision. For manufacturers, panel data exposes the deeper drivers behind brand choice and switching behavior. It measures the effectiveness of marketing campaigns, loyalty programs, and promotions, helping identify which efforts sustain growth and which require adjustment. By connecting verified consumer actions to broader market trends, panel data enables both sides of the industry to collaborate more strategically, aligning product innovation, distribution, and marketing around how people actually shop.

Accurately measuring and tracking market share is essential for brands looking to grow strategically and effectively. Your market share not only represents your business's position within its competitive landscape but also serves as an indicator of both performance and opportunity. For consumer goods companies and retailers alike, it's a crucial process that validates success, drives investor confidence, and keeps your team speaking the same competitive language.   Tracking market share is more than a numbers exercise. It's about understanding what's driving change: how consumer behavior shifts , how promotions perform, and how category trends evolve. Circana's market measurement solutions empower brands and retailers, giving them a unified view of performance across categories, channels, and regions. This empowerment allows them to act quickly, stay relevant, and make informed business decisions backed by accurate, timely insights, instilling a sense of control and confidence.   How To Maintain Accurate Market Share Measurements Over Time Leading companies update market share at least monthly and often weekly during peak selling or promotional periods. Doing so ensures they are acting on the most current and up to date market insights. This process of maintaining accurate measurements allows businesses to respond quickly to changes in consumer behavior, competitive actions, or retail dynamics, helping them maintain relevance and momentum. To maintain accuracy over time, brands should track the impact of seasonal trends, promotions, and new product launches closely. This allows them to quantify the effectiveness of campaigns and adjust strategies as needed, ensuring products are available when consumers are ready to buy.   Maintaining Accuracy Across National and Regional Markets Maintaining accuracy across regions, channels, and product categories requires a structured approach. Brands should segment data by geography, product line, and sales channels to account for differences in consumer behavior and competitive dynamics. Regularly monitoring both digital and physical sales channels helps identify   shifts in performance , while keeping an eye on macroeconomic trends ensures broader market forces are factored into decisions. By consistently reviewing and integrating these insights, brands can maintain a clear, reliable view of their market share over time.   Benefits Of Comparing Market Share Across Competitors Understanding your position relative to competitors is key to growth. Benchmarking market share provides context for performance, showing not just how a brand is performing, but why. Consistent comparative insights reveal shifts in category leadership, emerging threats, and new opportunities, helping brands refine pricing, promotions, and innovation strategies with precision. Tracking share growth highlights where a brand is gaining or losing ground relative to competitors in specific retailers or product categories. Some brands also monitor private-label performance to identify opportunities for shelf expansion or marketing adjustments. Not all brands or retailers have identical offerings or reach, so aligning market share comparisons with a brand's own strategy ensures relevance. For example, evaluating performance in core product categories across key stores can provide actionable insights, even if competitors operate in additional categories or regions. Using Market Share Insights to Drive Competitive Advantage Competitive market share data informs strategic action as it allows retailers to use it to negotiate additional shelf space or optimize product placement, while brands can leverage it to communicate category leadership or strengthen marketing credibility. These insights help protect existing market share, expand strategically, and maintain confidence with both consumers and retail partners.   Benefits of Combining Consumer Research With Market Research Market share shows what is happening, and consumer research explains why. Together, they form a foundation for effective strategy. Consumer research identifies the drivers behind brand shifts: perception, pricing, relevance, and purchase behavior. Paired with market share and behavioral data, it enables brands and retailers to design strategies that resonate with their target audience. Knowing who your consumer is and how they shop—their age, income, social habits—is the winning strategy.     Why Brand Health Matters for Long-Term Market Share Understanding brand health and purchase drivers is equally important. Declining brand health paired with high market share expectations creates unrealistic goals. Continuous monitoring of these metrics ensures that the strategy aligns with consumer behavior and market trends, helping brands maintain and grow their share over time.     Circana's Market Share Solutions Deliver the Most Accurate and Actionable Insights Circana's market share measurement solutions  provide brands with the most granular, purchase-verified data available, giving a clear picture of performance across retailers, regions, and product categories. Trusted for data accuracy, customizable reporting, and actionable insights, Circana's precise market share solutions help brands track share over time, identify growth opportunities, and respond to competitive shifts quickly. By combining comprehensive market coverage with precise measurement, brands can benchmark against competitors, optimize strategies, and make informed decisions that drive incremental growth, providing a sense of security and reassurance.     Frequently Asked Questions About Market Share: Why Does Market Share Matter for Businesses? Market share provides a concrete view of a company's performance relative to the overall market. It helps businesses identify growth opportunities, assess competitive strength, and make informed decisions about strategy and investment. By tracking share over time, companies can see the impact of initiatives and respond to changes in the market. Why is Market Share Significant for Retailers and Consumer Goods Companies? For retailers and consumer goods companies, market share validates performance and aligns teams around a standard metric. It ensures that brands and retailers are evaluating growth and success on the same terms, which supports strategic planning, investment decisions, and shareholder reporting. How Can Market Share Inform Business Strategy and Growth? Market share analysis helps companies understand whether they are keeping pace with the market. If growth lags behind competitors, it may indicate the need to adjust strategy, enter new categories, or invest in promotions, pricing, or product innovation to capture additional share. What are Common Mistakes in Measuring and Tracking Market Share? Common mistakes include relying on incomplete data or ignoring trends that don't match expectations. Another frequent error is treating market share as static; because market conditions and consumer behavior change over time, continuous tracking and analysis are essential to maintain accuracy and inform decision-making.

Consumer Behavior Types Buyer behavior types can often be split into four distinct categories: Dissonance-Reducing Buying : With this purchasing behavior, consumers are highly involved in the purchasing process but find it difficult to differentiate between brands, which can make the buying process stressful. Complex Buying : This purchasing behavior refers to consumers who value the purchasing decision and take their time exploring their choices due to their understanding that particular brands offer distinct benefits and disadvantages. Variety-Seeking Buying : This behavior is attributed to consumers who often switch up their brand loyalty simply to try something different. They understand brands offer different value, but they don’t think too hard about the purchase itself. Habitual Buying : This behavior involves low involvement consumers who don’t really acknowledge a huge difference between brands. So, since they are used to buying a particular product or from a certain brand, they tend to continue to do so out of pure habit. Understanding your consumer base’s buying behavior is a critical element in adapting your business’s marketing strategy to attract new consumers, encourage customer retention, and even predict future buyer behavior. How is Consumer Data Collected? Consumer data is collected through direct and indirect feedback and tracking methodologies. Often, it is best for a business to take a more holistic approach to data collection; using multiple feedback and tracking avenues offers a robust overview of consumer behavior. Direct consumer data collection involves gathering information right from consenting consumers. You can acquire this information by asking consumers to complete surveys, by collecting app or loyalty card activity, reviewing social media engagement, or through receipt capture. Indirect consumer data collection comes from analytical tools like Google Analytics, which tracks website conversions and user browsing activity. Other forms of indirect data collection include scan data, CRM systems, or cookies. At Circana, one of our primary data collection methods is receipt capture. With this data, we can extract an abundance of insights, such as purchasing frequency, new and declining buyers, brand loyalty, and digital vs. brick-and-mortar channel behavior. We also utilize scan data, which is captured from point of sale systems’ (POS) records of scanned barcodes. This data clearly represents what items are sold and offers insights such as product performance, sales volume, and market share. Deciding what data is important for your company to collect and review tends to differ depending on the marketing goal of your business. A company in the midst of a rebrand, for example, may depend on both direct and indirect attitudinal data collected from surveys or social media engagement, as it reflects the desires of a consumer, which is a foundational data point that is useful for discovering how your business should grow and move forward. In all, it is important to identify the reason for your data collection efforts so you can spend time properly implementing a collection strategy that allocates the right information through the most succinct channels. How Do You Perform Customer Behavior Analysis? Customer behavior analysis requires a combination of analytical tools, techniques, and a clear objective for the execution of your analytical results. After customer behavior data is collected, you should perform consumer segmentation to gain a deeper grasp of the collective attitudes of certain consumer groups. Consumers can be divided into segments based on mutual attributes, like: ●      Demographics : Age, income, and gender identity characteristics. ●      Geography : Where they are located. ●      Behavior : How they shop or their shopping frequency. ●      Psychographics : What they value in a purchase/how purchases align with their lifestyle. ●      Technographics : Tech usage and preferences. ●      Value : Inherent profitability. From here, you can further examine the actions and behaviors of these segments by using statistical techniques to identify patterns within and across these segmented groups. Utilizing data segmentation through analytical methods like cluster (shared characteristic groups) or cohort (shared event groups) analysis lets you examine groups of consumers who are similar across multiple dimensions. Within the scope of Circana’s work, one of our primary data collection sources, survey data, can be classified as attitudinal data, which refers to a customer’s opinions, motivations, and beliefs. Whether you’re looking to explore why a customer decided not to renew a membership or are interested in the reason why they prefer your product or service over your competitors, attitudinal data analysis introduces you to the root of their decision-making process. Exploring the attitudes of cohorts or clusters offers a unique opportunity to refine your business’s emotional and physical connection with your target audience in a very specific, data-driven way. How Can Consumer Behavior Data Be Used? There is a near-endless variety of ways consumer behavior data can be useful for a brand or business. Ultimately, consumer data collection and analysis is one of the best ways to peer into the future of consumers’ interactions with your business. You can not only easily identify which marketing tactics, products, and services resonate with loyal or profitable customer segments, but also guide their behaviors accordingly. Examining loyalty card behavior, for example, can assist businesses in creating membership-only experiences that truly encourage retention, repeat purchases, or the investment in new items your company has to offer. Reviewing shopper insights is also an effective method for reducing spending. Consider the behavior of cohorts that sign up for a gym membership via organic Google search vs. paid social media ads. If organic search tends to yield consumers with a greater retention rate than social media ads, it can help you refine your budget so you are directing funds toward the most effective campaign strategies. At Circana, we make it easy for companies to review, analyze, and utilize data with our Unify+  tool, a visualization platform that both simplifies and customizes data analytics to appeal to your most immediate needs. With Unify+, you can spend less time poring through data for valuable insights and more time applying these insights to your business practices for exceptional growth. To learn more about our Unify+ resource and to explore our Complete Consumer solution , reach out to our team today to speak with an expert. Frequently Asked Questions About Consumer Behavior Data What is Considered Consumer Data? Consumer data can be defined as any personal, first-party information that contains insights about a customer’s identity, demographics, psychographics, behavior, attitudes, or transactions. This data includes items like purchase history, survey feedback, contact information, shopping cart activity, and loyalty program activity. How Do Companies Protect Consumer Data? Companies use a collection of protective measures to ensure that any consumer data is properly protected. As a company, having a clear and accessible privacy policy is essential for safe and ethical business practices. In terms of specific data protection measures, you can expect the average business to adhere to a sensitive encryption process, secure and transparent data disposal, limited data access within a company, and well-vetted third-party vendors. Companies should make it easy for consumers to reach out with any data privacy concerns. What is the Customer Behavior Process? The customer behavior process is the journey a consumer takes to identify and resolve their needs through a purchase. You can understand the customer behavior process by breaking it down into five parts: ●      Problem Recognition: Identifying a need or desire. ●      Information Search: Exploring available options. ●      Alternatives Evaluation: Comparing available options. ●      Purchase Decision: Choosing what product or service to buy. ●      Post-Purchase Evaluation: Reflecting on the purchase decision. The customer behavior journey will differ based on the type of consumer behavior exhibited. Therefore, the customer journey analysis application must consider both the behavior process and behavior types to fully establish trust, confidence, and engagement with your business and brand.

Differences Between Demographic and Behavioral Segmentation Table of Contents: Differences Between Demographic and Behavioral Segmentation How is Behavioral Market Segmentation Data Collected? Why Behavioral Segmentation Results in More Effective Marketing Campaigns What are the Limitations of Behavioral Segmentation? Why Might Demographic Segmentation Be More Effective For My Brand’s Marketing Campaigns? How Can Brands Use Demographic and Behavioral Segmentation in Unison? Circana’s Complete Audiences Solution Offers the Most Granular Insights into Your Market Frequently Asked Questions About Audience Segmentation Demographic and behavioral segmentation are two separate approaches to audience segmentation , a process that divides the entire market into smaller groups based on shared characteristics. Demographic segmentation uses objective traits like age, gender, income, and geographic location to divide the market into smaller segments. Behavioral segmentation uses observable traits like past purchases, brand loyalty, and usage patterns to divide the market into smaller segments. Demographic segmentation is typically a more affordable way for brands to segment their market because it uses more easily accessible data sourced from credit reports or surveys compared to the data that behavioral segmentation uses, which requires detailed tracking of customer actions. While demographic segmentation is usually the less expensive segmentation method, it relies heavily on generalizations that are not always accurate. On the other hand, while behavioral segmentation is typically more expensive than demographic segmentation, it can leverage real-world activities, subscriptions, and even purchase data that ultimately results in more accurate audience segmentation, and in turn, provides brands with the data necessary to improve the efficiency and return on investment from their marketing efforts. How is Behavioral Market Segmentation Data Collected? Behavioral market segmentation data can be collected using a wide range of methodologies, and the quality of behavioral data can vary based on which collection method was used. One of the most effective methods for collecting accurate behavioral data is by tracking purchase history, which examines what products a consumer is buying, how often they are buying those products, and how much of the product they are purchasing at a time. Behavioral data can come from a wide range of other sources, such as surveys or self-identified behaviors, online search behavior, customer feedback, subscriptions, SDKs, loyalty programs, and more. Regardless of the data collection method, behavioral insights generally require modeling to extrapolate findings and apply them effectively across the broader market or population. Why Behavioral Segmentation Results in More Effective Marketing Campaigns Behavioral segmentation enables greater marketing precision and drives more effective campaigns than demographic segmentation by providing brands with deeper insights into how consumers behave rather than just who they are. Demographic segmentation assumes that individuals with similar characteristics, such as age, income, or background, will exhibit similar purchasing behaviors, which is often not the case. Conversely, behavioral segmentation leverages real-world purchase data to reveal what consumers have actually bought, offering a strong indicator of future buying intentions. While past purchases do not guarantee future purchases, identifying consumers who exhibit patterns similar to previous buyers can significantly improve targeting and help exclude those unlikely to convert. Because consumer behavior is one of the most reliable predictors of future purchasing, behavioral segmentation is widely regarded as more effective than demographic-based approaches. What are the Limitations of Behavioral Segmentation? The commonly cited limitations of behavioral market segmentation often relate to cost and scale. Marketers may assume that acquiring precise behavioral data is prohibitively expensive and that such data cannot be effectively scaled. However, techniques such as linear regression modeling and machine learning can address these concerns by improving the scalability of behavioral datasets and enhancing the accuracy of segmentations, particularly for probabilistic models. Another perceived challenge is the reliance on third-party partners to collect and analyze high-quality behavioral data. While engaging a third party involves additional costs, these partnerships offer significant advantages that enhance segmentation effectiveness, including access to comprehensive datasets and advanced analytics platforms, expertise in modeling and scalable solutions, improved data accuracy, and support for compliance with privacy regulations. Why Might Demographic Segmentation Be More Effective For My Brand’s Marketing Campaigns? There are situations where demographic segmentation can be more effective than behavioral segmentation for a brand’s marketing strategy. One common scenario is when a product targets consumers at specific life stages. For example, a baby food brand can effectively identify households with a newborn based on demographic data alone, rather than relying on past purchase behavior. Similarly, products tied to life stages, such as incontinence products for seniors or major appliances for new homeowners, can benefit from demographic-based targeting. Demographic segmentation can also be advantageous for brands operating in highly penetrated categories that aim to reach a broad audience nationwide while tailoring messaging for certain segments. In these cases, demographic segmentation offers a cost-effective approach without sacrificing relevance. While demographic variables such as age or generational cohort can provide some predictive value, behavioral segmentation generally remains the more reliable and effective method for precise market targeting. How Can Brands Use Demographic and Behavioral Segmentation in Unison? Demographic and behavioral segmentation can work together to create a more effective and scalable market segmentation strategy. This approach is particularly valuable when behavioral data comes from a relatively small sample and must be extrapolated to represent the broader market. Demographic variables serve as the bridge for this scaling process. For instance, behavioral data collected through loyalty programs or receipt panels reflects only the subset of consumers who participate in those programs. By integrating demographic variables such as age, gender, and income, marketers can model and project these observed behavioral patterns across the total population. These models often incorporate thousands of demographic attributes to ensure the projections are as accurate and representative as possible. Circana’s Complete Audiences Solution Offers the Most Granular Insights into Your Market Circana’s Complete Audiences™   solution uses 100% verified purchase-based data and is industry-renowned for data quality, easy customization, and proven results, delivering up to 6x ROI compared to our competitors audience targeting solutions. Our Complete Audiences™  solution also has an incredibly broad reach, providing brands with a view into nearly every national retailer. Complete Audiences™ is the most effective audience targeting solution available because purchase-based audiences consistently outperform every other type of audience in terms of incremental lift, resulting in improved campaign efficiency and improved return on investment. Schedule a Complete Audiences™   demo with Circana today. Frequently Asked Questions About Audience Segmentation What is Demographic Market Segmentation? Demographic segmentation is a market segmentation method that divides potential customers into categories based on traits like age, gender, income level, education, family size, ethnicity, marital status, and geographic location. The variables used to segment a market using demographics are purely objective, whereas other segmentation methods like behavioral segmentation and psychographic segmentation use observational or subjective variables. What is Behavioral Market Segmentation? Behavioral segmentation is a market segmentation method that divides potential customers into categories based on interests or behavior patterns such as purchasing behavior, brand loyalty, product usage rate, and the benefits the customer is seeking. Behavioral segmentation variables are observational and come from behavioral patterns, whereas demographic segmentation uses variables that are inherent traits. What is Psychographic Market Segmentation? Psychographic segmentation is a market segmentation method that divides potential customers into categories based on the psychological factors that influence purchase decisions, including lifestyle, values, beliefs, personality types, opinions, and social status. Psychographic segmentation uses subjective variables that focus on why a consumer makes certain purchasing decisions, rather than demographic segmentation that uses objective variables or behavioral segmentation that uses observational variables. How Can Audience Segmentation Enhance Marketing Efforts​? Audience segmentation   enhances marketing efforts by allowing brands to target specific segments of the population and tailor their campaigns so that they resonate more effectively with specific audiences. Rather than using a one-size-fits-all approach for marketing campaigns, audience segmentation divides the population into smaller groups with shared characteristics based on demographics, behaviors, or psychological factors. Brands can then target the audience segments that are most likely to purchase their products, improving incremental return on investment and reducing the amount of marketing spend that is used on consumers who are less likely to purchase.

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 this week’s edition: Retail F&B volume declined 0.5%  in the 3 weeks ending September 28 and -2.3% in 4 weeks ending October 5. The sharp drop in the latest week is due to lapping  last year’s storm and the port strike-driven stock-ups  during the week ending October 6, 2024. Excluding that week, volume  continues to slowly trend downward  as persistent headwinds, such as  low consumer confidence, tight economic conditions, and other macro factors , continue to weigh on demand. We explore drivers of volume sales softness across total food & beverage on page 3 of this document. Retail F&B price growth was 2.9%  in the 3 weeks ending September 28, an improvement from  3.3%  in the prior period (4 weeks ending Sept 7). Easing commodity costs in produce, dairy and some meats relieve pricing pressure, but  gradually rising prices are still observed across most segments , especially center-store items. In the latest week ending October 5, price growth temporarily accelerated due to bulk purchasing in the year ago week that drove down average price per volume. Non-food CPG  units drop 1.6%  in the 3 weeks ending September 28 (and -3.7% in 4 weeks ending October 5). Worsening in the latest week is due to lapping of storm/port strike-driven stock-ups in the prior year, particularly in essentials such as toilet paper and diapers. Non-food CPG has now experienced  eight consecutive weeks of declining units,  aligning with the  drop in consumer confidence  in late August.  Non-food CPG price growth was 3.3% in the 3 weeks ending September 28 (and 2.4% in 4 weeks ending October 5). Pricing  volatility in the latest periods is a result of mix shifts  from year ago stock-up events and other factors. Although mix shifts and assortment premiumization still drive the majority of average price growth,  shelf price growth slowly emerges in   beauty and kitchen products in Q3.   If you have any C-suite/executive clients who would like to talk about the F&B volume softness, please reach out to us to schedule. In addition, we can help our clients navigate the tariff landscape with clarity and confidence.    Please reach out with any questions.Sally, Cara, and Lauren

Table of Contents: Changing Channels: TV Formats and Advertising Methods Strategies for Effective TV Advertising How to Apply TV Advertising Measurement Insights Improve Your TV Campaign Measurement with Circana Where, when, and how people watch television have changed over the past several years, and so have advertising campaigns airing on a broader array of traditional and digital channels. As marketers weigh their investments, they are ultimately (and rightly) driven by the need to measure the real effectiveness of their TV advertising – how the needle actually moved on sales versus simple purchased exposure. Today, it’s possible to accurately gauge the success of a campaign and identify opportunities for the best reach and return on investment (ROI), going beyond traditional audience measurement to the deployment of marketing mix modeling (MMM)  statistical techniques and the use of store-level data. These and other tools enable brands and retailers to gain insights on incrementality, attribution, and unified measurement so they can plan and pivot when needed for the best results. , and unified measurement so they can plan and pivot when needed for the best results.  Changing Channels: TV Formats and Advertising Methods The television landscape is increasingly fragmented, with more and different formats and screens. Understanding the different channels is the first step toward effective measurement and revenue-generating investments.  Linear and digital TV Traditional television, also known as linear TV, features scheduled programs on specific networks. Linear TV  remains a popular format, with large audiences in global, national, and local markets tuning in to live sporting events, news broadcasts, and scripted and non-scripted shows. Its popularity and ubiquity make it an effective format.  Digital video includes content airing on connected TVs (CTVs) and smart TVs tied to the internet. Other forms of digital video include over-the-top (OTT) services that deliver video content directly to viewers; broadcast video on demand (BVOD) from a network's app; subscription video on demand (SVOD) from subscription platforms; and free ad-supported streaming TV. All these services are growing and becoming entrenched among many demographics, especially younger consumers.  The new digital interface empowers advertisers with advanced audience targeting capabilities, including purchase-based targeting — a powerful strategy that goes beyond traditional demographic segmentation. Rather than relying solely on broad categories like age, gender, or location, purchase-based targeting leverages actual consumer buying behavior to identify audiences most likely to engage with specific products or services. This approach uses transactional data — such as frequency of purchases, product categories, and brand preferences — to build highly accurate consumer profiles. For example, a retailer launching a new line of athletic wear can target individuals who have previously purchased fitness apparel or running shoes, rather than simply targeting people aged 18 to 35. Similarly, a pet food brand can focus its advertising on households that have recently bought pet supplies, ensuring the message reaches active pet owners rather than a general audience. This precision leads to more effective campaigns, reducing marketing waste and increasing return on ad spend (ROAS). Advertisers can allocate budgets more efficiently, personalize messaging, and improve conversion rates by speaking directly to consumers whose past behavior indicates a high likelihood of purchase. In short, purchase-based targeting transforms marketing from a broad reach exercise into a data-driven strategy that delivers relevance, efficiency, and measurable impact. Measurement by TV type As content varies across linear and digital channels, so does TV advertising measurement. Linear TV, for example, has traditionally been measured through target rating points (TRPs) and gross rating points (GRPs). These measurements assess the reach and frequency of a campaign against a targeted audience.  In today’s digital TV world, video content is generally quantified by impressions, which can be nebulous at times or open to interpretation. The quality of impressions can vary based on the duration of an ad (6 seconds versus 30 seconds) or ad format, such as a skippable or non-skippable spot. Strategies for Effective TV Advertising During the TV campaign planning process, marketers should first take time to define and understand their strategies and their execution options — why they are doing it, how they intend to roll out campaigns, and how they plan to make future adjustments based on measurement findings. Short-term measurement strategies Immediacy is a consideration for marketers as they map out their TV ad strategies. Various short-term strategies can be deployed to connect campaigns to sales following the broadcast of an ad. One potent short-term strategy is a market lift test. For example, a marketer could run a campaign with only linear TV in one region and a campaign with linear TV plus BVOD in another region. By comparing the sales lift in both regions using an A/B test, the marketer can precisely measure the incremental value that BVOD added to the campaign. One important caveat: The success of these tests hinges on the quality of the data, so providing granular inputs on where and when campaigns ran is critical. Store-level modeling is another differentiator in determining the impact of an ad. Analyzing sales data at the individual store level allows users to control for variables like pricing, in-store promotions, distribution, and even out-of-stocks. This level of granularity leads to a much more accurate model and prevents misleading results that can come from aggregated market-level data. The capability is a key differentiator, as only models built with store-level data can truly isolate the impact of marketing tools like TV ads from other sales drivers. The game-changer of marketing mix modeling In today’s fragmented TV landscape,  marketing mix modeling   (MMM) is considered the North Star of campaign measurement. It is the most reliable guide for strategic decision-making, budget optimization, and performance forecasting.  MMM is a holistic approach that looks at all tactics, including TV as well as social media, trade promotions, search, and more to determine what drives purchasing behavior and sales lifts. Because it accounts for all activities, this approach can accurately separate the effects of each channel and execution tactic. Ultimately, MMM turns complexity into clarity and determines what is fueling spikes, losses, or stagnation. Longer-term strategies for incremental measurement  In addition to short-term approaches, long-term strategies that also incorporate MMM techniques reveal the incremental value of ads. Measuring ROI and ROAS are part of longer-term strategies for marketers as they weigh the costs and benefits of their campaigns.  Long-term marketing impacts are often measured in multipliers. A long-term marketing multiplier refers to the extended impact that marketing activities have on a business’s performance beyond the immediate or short-term effects. It is a concept often used in MMM and ROI analysis to quantify how much additional revenue or profit is generated over time from a given marketing investment. While a short-term effect can be gauged by immediate lift in sales or engagement following a marketing campaign, a long-term multiplier captures the sustained impact. This can include improved brand awareness, customer loyalty, or increased future purchase intent that continues to drive value after the campaign ends. For example, if a campaign generates $1 million in incremental sales during its run, and over the next year contributes to an additional $2 million in sales due to brand equity or repeat purchases, the long-term multiplier would be the following: Long-term multiplier = (total incremental sales/short-term sales) = $3M / $1M = 3.0.  Deeper dives, better results Today’s fragmented market demands a more sophisticated approach with an eye on the big picture. The availability of more granular data allows for a truer capture of ROI. For instance, Circana works with marketers on breakout campaigns that determine the influence of campaigns by market area, if the content and creative are different.  To get even more specific, marketers can code campaigns by intent in the marketing funnel, such as awareness, consideration, or conversion. This helps them understand how different messages contribute to sales results and if ads work in bringing in new customers who will be crucial to future growth. Many brands work toward a 60:40 split between brand-building and retail-focused activities, but this ratio can shift based on market conditions. Consumer panel overlays are helpful as well, used in long-term strategies and supporting short-term decisions. By integrating consumer panel data, a marketer can understand how different customer segments respond to advertising. A brand or retailer can analyze results for purchase behavior (i.e., heavy, medium, or light buyers); customer lifecycle (i.e., new, lost, or retained customers); or demographics (i.e., age or ethnic groups). Panel data allows companies to see if their TV ads are recruiting new buyers or just rewarding loyal ones, providing deep insights to refine targeting strategies. How to Apply TV Advertising Measurement Insights Marketers can use insights in several different ways as they make better decisions about their ad budgets and specific TV campaigns that are part of a broader marketing mix. Measurement tools enable marketers to compare ROI based on channel, such as linear or digital. Meanwhile, saturation curves can identify the point of diminishing returns for each channel, and help detremine oversaturated channels where reducing spend could actually improve overall marketing efficiency. Insights can identify the best advertising strategies and tactics within a channel, too. A 6-second ad on a certain subscription platform may lead to greater results than a 15-second spot, for instance.  MMM measurements can be applied to show synergies between marketing activities. If a model shows that running TV ads at the same time as a retail promotion creates a "1+1=3" effect, a marketer can align flighting to maximize that synergy. Finally, marketers should establish a continuous measurement loop to create and execute the best campaign for the cost. MMM tools  should be run with enough time to inform the next year's budget planning. Markets can run "test and learn" initiatives like market lift tests, to stay agile and adapt to new formats and changing consumer behaviors. By consistently measuring what works, they can ensure that their TV advertising spend is continually driving growth. Improve Your TV Campaign Measurement with Circana Circana is an industry leader in all aspects of consumer marketing, providing brands with the capability to enhance their campaign performance through precise, purchase-based targeting. Circana navigates the complex TV ecosystem by identifying the most efficient ways to reach verified buyers across linear TV , connected TV, and streaming platforms. With solutions such as Circana’s Complete Audience and Marketing Mix Modeling , you can reach the households most likely to take action. With the use of verified purchase and viewership data, Circana’s measurement solutions   allow you to optimize ad placements, refine creative strategies, and make precise media buying decisions that drive ROI.

The media landscape is evolving faster than ever, and staying ahead means embracing the forces driving this transformation. Join Circana's President of Media & Retail, Cara Pratt, for an insightful session on the five key catalysts shaping the future of media. What you’ll gain: A deep dive into the 2026 trends redefining media, from AI integration to immersive commerce Actionable strategies to turn identity, measurement, and planning into competitive advantages

The global media industry is set to eclipse the $1 trillion threshold this year, with the U.S. representing roughly $400 billion of the total. AI and new technologies are changing how we think about media buying, planning, activation, and measurement. Are you prepared to adapt your strategies? This report presents five catalysts that are shaping the media industry’s future and the related trends we are seeing take shape for each.   Highlights: The future will be built on consented consumer data : Brands who build first-part data by tying sign-ups to tangible value and linking IDs across data clean rooms will see huge payoffs. The future of measurement is omnichannel : And the push for accountability will accelerate a fundamental shift in measurement practices, redefining how success is quantified across channels. Generative AI is now running inside workflows : It will be increasingly important to train teams on programmatic and AI-assisted planning and decision-making to better forecast outcomes. Consumers expect discovery, entertainment, and purchases together : This convergence is unlocking new pathways for engagement, setting the stage for trends that will redefine how consumers shop. The evolution from reactive to predictive media management : By combining AI alerts with scenario modeling, marketers can shift spend in real time to capture emerging opportunities.

Discover how U.S. shoppers are planning and spending this holiday season. The 2025 holiday retail season will be defined by  practicality, early planning, and digital convenience. Our report,  2025 U.S. Holiday Purchase Intentions , reveals what’s driving consumer behavior — from price sensitivity and mobile shopping to social media influence and gifting trends. Key Insights Inside Spending is up 3%:   Shoppers are planning to spend more this year despite economic uncertainty. Growth areas:   Beauty, tech, and home categories lead, while apparel and toys face challenges. Earlier start to shopping:   Nearly one-half of shoppers plan to buy before Thanksgiving. Influencer impact:   60% of those following influencers are likely to purchase based on their recommendations. Price conscious:   Value, free shipping, and deals remain top priorities for consumers. Why It Matters With consumers balancing  rising prices, political uncertainty, and a desire for holiday escape , brands and retailers must adapt fast. This report helps you understand  how to connect with shoppers, time your promotions, and align your assortments  to capture share this season.

Value, timing, and tariffs take center stage this holiday shopping season CHICAGO – Nov. 3, 2025   –  The U.S. toy industry posted a solid performance through the third quarter of 2025, signaling a return to growth after two years of stagnation. January through September sales posted a +7% dollar increase over the same period last year, according to Circana , LLC, as average selling price (ASP) climbed +4% and units sold grew by +3%.   Industry growth is largely being driven by collectible toys (+33%) and licensed toys (+14%). Strategic trading card games, sports trading cards, and action figure collectibles led the charge for collectibles; sports, witches and wizards, animals, movies, and video games were the big licensing themes.  Seven of the 11 supercategories posted dollar growth, with six of them also showing unit growth. Games/Puzzles grew the fastest, with Pokémon as the main driver of growth. This was followed by Explorative & Other Toys, where sports trading cards continue increasing sales, and Building Sets, where Formula 1 was the biggest contributor to growth. The industry’s steepest declines came from Outdoor & Sports Toys, Plush, and Dolls.  Considering what toys might be hot for the holiday season, below is a list of the top selling new toys by supercategory in September 2025:   As the industry heads into the critical holiday season, Circana’s consumer insights from its newly released annual  Holiday Purchase Intentions study   suggest a complex retail landscape shaped by economic pressures, shifting shopping behaviors, and tariff-related pricing adjustments. Overall holiday spending is expected to be similar to last year’s results, falling between a 1% decline and 2% growth in dollars. However, unit sales may fall by as much as 2.5% during the traditional November and December holiday shopping period. Juli Lennett , vice president and toy industry advisor at Circana, shares findings that especially relate to the toy industry: Fewer consumers plan to wait until December to shop . With consumers shopping earlier, manufacturers and retailers must act quickly to capture spending before budgets are exhausted. Over 80% of holiday shoppers expect prices to be higher this year . Price concerns create an opportunity for brands to prompt earlier shopping and a focus on affordability and availability to secure sales. Consumers plan to spend 3% more this holiday season, yet 31% say they’ll buy fewer items . Shoppers are prioritizing value and meaningful purchases, making affordable indulgences and practical gifts top-of-mind. Economic headlines, social media influence, and evolving consumer values are shaping shopping behavior . Connecting through nostalgia, storytelling, and influencer campaigns can drive emotional engagement and sales. “The U.S. consumer, and their willingness to absorb tariffs, will be the key factor shaping Q4 performance,” said Lennett . “The toy industry has a unique advantage and tends to be resilient in turbulent times as toys serve as emotional anchors for families, offering joy and a welcome distraction in our lives. The industry also benefits from trends like adult self-gifting, nostalgia, and digital wellness – factors that are expected to influence holiday purchases.”

London, UK -  3 November 2025  – As The Great British Bake Off  (GBBO) reaches its finale tomorrow evening and crowns this year’s star baker, Britain’s own festive baking showdown is heating up. On supermarket shelves across the nation, traditional Christmas bakes are facing fierce competition from their continental rivals, the feather-light Italian panettone and marzipan-filled German stollen , as they battle for a slice of the festive action. New analysis from Circana , the leading advisor on consumer behaviour, reveals that Britain’s festive tastes are shifting fast. Over the past three years ( October to December 2022–2024 ), sales trends show  traditional Christmas bakes , such as Christmas cake, mince pies, Christmas pudding and Yule logs, are losing share, while both panettone and stollen have risen in popularity. Panettone reigns supreme Among the three festive bake types, panettone remains the undisputed favourite, accounting for 41% of all festive cake sales in October to December 2024.  Once seen as a niche import, the Italian classic has become a modern Christmas staple in British homes. Its airy texture, premium gifting appeal and Instagram-ready presentation have helped it win over households and gifting occasions. Stollen surges ahead Stollen has also stepped up, with its share of festive cake unit sales rising by 12 percentage points during the same period (October to December) between 2023-2024. Rooted in German holiday tradition but increasingly mainstream in the UK, stollen’s combination of rich fruit, warming spices and indulgent marzipan seems to be hitting the sweet spot for consumers seeking an alternative to heavy fruit cake. The growing prevalence of discount retailers with German heritage has also likely helped to propel Stollen into more baskets each Christmas, bringing continental bakes to a wider audience and broadening the nation’s festive palate. Ananda Roy, Senior Vice President & Industry Advisor, Circana , said: “This year’s GBBO series might be over, but the real ‘cake-off’ is just getting started. Panettone and stollen are no longer just holiday guests, they’re becoming part of the family. Lighter, shareable and a little more glamorous, they’re winning over British shoppers and showing that even the most traditional festive foods can get a fresh twist.” Roy added: “As our Innovation Pacesetters 2025  report highlights, product innovation, from new flavour combinations and premium gifting formats to modernised takes on heritage recipes, is redefining how consumers celebrate, not just in the UK but across Europe.” So, as GBBO  prepares to crown its champion, the nation’s real ‘cake-off’  is only just beginning. Will the traditional Christmas bakes regain their crown, or will the continental challengers rise to the occasion and once again steal the show this festive season? 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 behaviour 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 .

By Steve Tramposch , VP Client Consulting, NCSolutions, a Circana company. For years, Sunday has been the busiest grocery shopping day of the week: the day when Americans prepared for the week ahead, made the highest number of trips to the store and spent the most. On a typical week, Saturday was the second choice for shopping days, while Friday was the third. The other days of the week were a mixed bag, but always lower than average. Thursday and Friday, then, was always prime time for CPG advertisers. It was an opportunity to get in front of likely shoppers right before they were expected to make a purchase, especially consumers nearing the end of their purchase cycle. Enter COVID-19. Like many other aspects of American life, grocery shopping changed. More than any time in recent memory, we are dependent on CPG staples. Households are buying significantly more at the grocery store. In March, April and May of 2020, U.S. households spent significantly more on groceries respectively compared to one year prior. And not only are consumers making radically different choices about which products and brands they buy, but they’ve also altered how and when they shop — a change that goes beyond masks and social distancing. The number of weekly trips per buying household for the month of April 2020 decreased 15% from January of this year (at the same time, spending increased), as shoppers purchased more at a time to avoid being in public. Sunday also lost its rank as the busiest grocery shopping day of the week. Instead, Saturday was the top-ranked shopping day for five of the 12 weeks since stay-at-home orders began, while Friday and Sunday each had the most spend for four of these weeks. The other four days also saw increases. While this isn’t a major shift in behavior — consumers are still shopping more on the weekend — Friday and Saturday have entered the mix. What does this mean for CPG advertisers? Recency theory has proved over and over that advertising is more effective when delivered in close proximity to a purchase. In fact, recency counts for five percent of sales on average, and often much, much more. In an industry with high competition and thin margins, five percent can be a game-changer. But how does an advertiser plan for recency when shoppers are buying more every day of the week? Does it still make sense to plan for weekend buying? With more reasons than ever for consumers to switch brands and try new categories — new shopping channels, occasional out-of-stocks, lifestyle disruption — it’s vital for brands to continuously be in-market with messaging to their buyer base and likely triers. The loyalty bag has been shaken, and there’s still a lot of room for long-lasting changes to purchase behavior. There’s no blanket answer for the best day(s) to advertise right now, but it could be the right time for brands to re-evaluate how consumers are buying their products and adjust their schedules accordingly. Are more dog food brand X buyers shopping on Saturday than they were before? If the answer is yes, some changes might be warranted. Are loyal shoppers still purchasing more ice cream on Sunday but new triers grabbing your brand on Friday? If the answer is yes, some changes might be warranted. In this time of changing habits, successful brands will be the ones that know their buyers and interact with them in a personalized way. We will continue to track spend by day of week and will provide updates if the trends shift again. In the meantime, get in touch to better understand how your brand is being purchased in the store and to quantify the impact of your advertising.

For CPG brand marketers and their partners, garnering engagement on an ad campaign is no longer enough to rank it a success: It needs to drive people to buy. In fact, more than 64% of CPG marketers use sales lift to measure the impact of their campaigns.¹ One way to help ensure that your campaign drives sales is to more or less whisper into the ears of folks who are already interested in your product. (But at scale, and with no actual ears or whispering involved.) Enter purchase-based targeting (PBT) , the audience targeting solution for connecting with the households most likely to buy. In short, PBT uses previous purchase behavior to identify the right audiences to serve ads to. It can drive greater return on ad spend (ROAS), extend brand reach, and increase incremental sales, which is why 68% of CPG brand marketers already rely on PBT for their campaigns.²  PBT has been around for decades, starting with the advent of loyalty programs that supermarkets and department stores use to collect customer data and remarket to them. Today, while 80% of Americans are a member of at least one loyalty program, according to a report by Lending Tree , targeting solutions have evolved and multiplied, thanks to technological advancement, shaped by brand marketers’ need for efficiency and results. "Purchase-based targeting is evolving, allowing CPG and OTC brands to activate audience segments confidently using comprehensive data from multiple retailers. This approach reflects U.S. household buying habits and enables brands to reach their ideal customers with precision and effectiveness," according to Steven Tramposch , senior vice president of client consulting at NCSolutions, a Circana company.   Jump to: What is Purchase-Based Targeting? Why Use Purchase-Based Targeting? How Do You Use Purchase-Based Targeting? Examples of PBT Campaigns PBT FAQs What is Purchase-Based Targeting? Let’s cut to the chase: Purchase-based targeting is the strategy that ensures your marketing campaigns hit the bullseye—the households most inclined to buy. In a nutshell, the definition of purchase-based targeting is using past buying behavior to pinpoint the households most likely to respond to your ads. Unlike demographic, contextual, or interest-based targeting, PBT filters for the best audiences based on buying behavior. It’s the smart, data-driven way to connect with your best potential customers. For CPG brands, whose products are largely sold in brick-and-mortar stores PBT is crucial because it bridges the gap to their end users, enabling marketers to precisely and effectively reach their customers without direct access to consumer data.  How Purchase-Based Targeting (PBT) Works You can think of purchase-based targeting as your marketing GPS, guiding you to the right audiences by using the most reliable signals—purchase data. And while the methodology behind it is sophisticated, the steps are straightforward. Here’s how it works:  Data Collection : Both in-store and online purchase data are captured. Data Analysis : This data is analyzed to unearth insights about the households that purchased a brand’s products or similar items across stores. Audience Modeling : Once the data is analyzed, those valuable insights on buyers are used to create models that predict which U.S. households are most likely to buy. It’s like making an ideal customer profile based on buying habits. Audience Delivery and Ad Serving : Once the audiences are built, Circana delivers them to demand-side platforms (DSPs) and publishers, ready for brands and agencies to activate seamlessly within their campaigns.  Ads are tailored and served to these households and individuals, ensuring your message reaches prospects who are likely to take action. Why Use Purchase-Based Targeting? PBT isn’t just effective—it offers better return on ad spend (ROAS) than other targeting methods. Just as important, it’s a shape-shifter, fitting snugly into your marketing plan. As Colleen Dummeyer , vice president of client consulting at NCSolutions, a Circana company, puts it, “Purchase-based targeting can be applied to any campaign, regardless of goals or platforms.”  Reach Your Best Buyers With Precision With PBT, your ads land precisely where they should—on the screens of folks who’ve already shown interest in your product or category through their purchase behavior. You’re reaching the veritable hand-raisers—the people who’ve already voted with their wallets. Imagine you’re selling a new line of allergy medication; with PBT, you’re not just advertising to the broad universe of folks with noses, but specifically to those who’ve already bought allergy products and are likely to again. Like crowd lights spanning the crowd and illuminating the most fervent Swifties at a Taylor concert, PBT shines a light on the consumers who matter most to the health of your business.  Increased ROAS Efficiency is the name of the game. PBT allows you to allocate your advertising budget more effectively, reaching consumers more likely to convert. This efficiency translates to higher profits and a better return on ad spend (ROAS)—3x better than other targeting methods. Insights That Strengthen Business The better you know your customers, the more effectively you can market and sell to them, right? PBT uncovers deeper insights into the shopping habits and preferences of buyers of your product and similar items. By understanding what other products your typical buyer tosses in their cart, how often they buy and more, you can tailor your offerings and marketing strategies to reach them. You can use these insights to inform future campaigns, product development and customer service improvements, creating an upward spira l. Overcome Common Marketing Challenges It’s sure not an easy time to be a marketer (was there ever an easy time to be a marketer?), but PBT can help on a couple of fronts:  Sourcing Representative Data : High-quality, accurate data is essential for effective targeting. Sourcing it can be a complex endeavor, but you don’t have to do it yourself. Circana has purchase data from big-box retailers, supermarkets, drug stores, convenience stores, receipt capture, grocery delivery, and other retail channels, to represent the purchase behavior of all U.S. households at all retail outlets.  Ensuring Data Privacy : To play fair, you need to follow laws like GDPR and CCPA, protecting people’s info. Brands have several options for data sources, but making sure the data is privacy compliant is a must. At Circana, we don't have access to any personally identifiable information (PII) and go through a rigorous process to ensure it’s privacy-compliant. Achieving Personalization at Scale : Consumers now expect personalized experiences, and through sophisticated segmentation, PBT enables brands to deliver tailored messages based on a household’s buying behavior, increasing engagement and loyalty. Increasing Ad Budget Efficiency : Maximizing the ROI of every marketing dollar is important. PBT ensures that ad spend is directed towards the consumers most likely to convert, for more efficient campaigns.  How Do You Use Purchase-Based Targeting? To build a successful CPG brand, you must keep your current customers happily returning while bringing in fresh faces. Remember Chutes and Ladders? You’ve got to bring in new customers (the first rung of the ladder), nourish the occasional buyers in the middle rungs to increase their loyalty, and remember your most devoted customers, too—or down you slide. As Dummeyer puts it, “Brands must be conscious about maintaining and growing their current consumer base, while also recruiting new buyers—either through awareness or competitive conquesting.” It’s a balancing act, but with PBT you can get that balance right by targeting each group consistently and moving them up the loyalty ladder. Try these strategies:  Extend Your Reach and Bring in New Brand Buyers To welcome new buyers onto your ladder, target a purchase-based audience of households buying products in your category to reach the consumers most likely to convert without overspending. Turn Non-Loyal Buyers into Brand Switchers Conquest sometimes-buyers by targeting medium-loyal buyers of your brand and heavy category buyers who haven’t yet started buying your brand. This strategy nudges non-loyals up a rung toward becoming loyal customers. Retain Loyal Brand Buyers Keep your loyal fans devoted by targeting heavy loyal brand buyers and heavy category buyers who are brand switchers with tailored offers. Show them some love; they’re likelier to do the same for you at checkout, maintaining their top spot on the ladder. Ads targeting existing buyers drive more incremental sales than those targeted to new buyers or aren’t targeted at all, according to Circana research. Common Strategies and Best Practices To squeeze the most from PBT, follow these strategies:  Choose the Right PBT Audience Solution : Pick a solution that supports your goals and works within your budget and timeline. NCS Targeting offers custom audience segments and access to over 1,000 pre-defined public audiences across 300+ categories and 600+ brands. Ensure High-Quality Data : Circana’s representative and balanced CPG purchase data set consists of the industry’s most comprehensive sources. It includes transaction information from big-box retailers, supermarkets, drug stores, convenience stores, and other retail channels, reflecting how Americans shop for 340+ grocery categories.  Embrace Machine Learning : Use advanced analytics to model and target precise audiences. At Circana, we use advanced machine learning to model our data to represent the purchase behavior of all U.S. households and retail outlets. Craft Relevant Creative : While audience targeting is important, creative is just as essential. You need to tailor your creative messaging to fit your brand goals for maximum impact. Creative quality is responsible for 49% of incremental sales generated by advertising. Examples of Purchase-Based Targeting Campaigns Looking for real-world examples to help you understand the value and impact of PBT? They’re right here.   Roku Uses PBT to Drive More ROAS With Fewer Impressions Roku sought to improve advertising performance for a personal care brand. They’d used demo targeting in a previous campaign, but wanted to ramp up ROAS. NCS, a Circana company delivered custom-built audiences for Roku of previous brand and heavy category buyers.  The Outcome : Through PBT, Roku delivered 35% more incremental sales than the previous campaign with fewer impressions. It also more than doubled incremental sales per household vs. the prior campaign.  PBT Delivers 2X More ROAS Than Other Targeting for a Soft Drink Brand A big-name beverage manufacturer sought to determine the winning way to target their customers. They wanted to see which method would give them the best ROAS, so the soda stalwart set up a head-to-head test comparing Circana’s PBT, a competitor’s PBT, and the brand’s business-as-usual (BAU) affinity audience targeting. Using advanced analytics and machine learning, NCS built precise audiences based on real-world purchase behavior.  The Outcome : Circana PBT beat the competition, delivering 2x the ROAS as the competitors’ PBT. The BAU strategy also fell flat in comparison to the fizz of Circana PBT. With Circana PBT, the bev brand discovered the impactful, efficient targeting solution they thirsted for.  Purchase-Based Targeting FAQs Who Can Use Purchase-Based Targeting? CPG marketing leaders regularly use PBT to reach their customers, but leaders in other industries, such as fintech, restaurants and hospitality, can use the insights revealed through PBT to reach their best buyers. For instance, a coffee chain could use purchase-based targeting to reach households who frequently buy in the coffee category encouraging them to pick up a coffee while they’re out and about.   Where Can I Access Purchase-Based Audience Segments? If you’re using Circana's NCS Targeting , we have 1,000 pre-defined public audiences across 600+ brands, 300+ categories readily available at all the DSPs and publishers you’re probably advertising on, and can help you activate the right segments to reach your business goals. Don’t see what you need or looking for something more custom? We can help you. Is Purchase-Based Targeting Different From Retailer Shopper Data? Yep. PBT is more comprehensive than retailer shopper data. Retailer shopper data, used by retail media networks, provides a narrow view of customer buying habits by telling you how much a customer spends on a product at the retailer’s store. On the other hand, a strong purchase-based target tells you how much the customer spends across all stores. If an advertiser has a goal of increasing sales anywhere, a broad purchased-based approach is more suitable.  How Do I Know if My Purchase-Based Targeting Strategy is Working? You can know that your PBT campaign was effective by looking at the metrics that matter most: ROAS and incremental sales lift. By understanding what audience segments performed best, you can build on that success. At Circana, in addition to PBT, we can measure the effectiveness of your campaign too, delivering the granular, precise insight you need to gauge success, lean into what’s working, and shape your future strategy.  Is Purchase-Based Targeting Different From Interest-Based Targeting? Yes, it sure is. PBT uses consumer purchase data to create targeted marketing campaigns, identifying consumers likely to be interested in similar products or services. Interest-based targeting relies on data on consumers' hobbies, interests, and favorite activities as indicated by their online behaviors, such as the social pages they like and more. Is Purchase-Based Targeting Different From Behavioral-Based Targeting? Unlike PBT, which is based on actual purchase behavior, behavioral-based targeting involves using data about consumers' online activities and behaviors to deliver relevant ads (such as browsing history, search queries, clicks, social media interactions, and more). Where Does Purchase Data Come From? Circana segments are built on real-world online and in-store purchase behavior data from various sources, including grocery, convenience, drug, mass market, e-commerce, club, delivery app, and more. We ensure our data is of the highest quality and that it’s privacy-compliant. Using our proprietary machine learning, we model purchase insights to serve relevant advertising with precision. How Impactful is Purchase-Based Targeting? PBT results in 3X more ROAS than other methods because it’s based on historical buying data, allows for precise audience segmentation, uses machine learning, and provides a feedback loop for continuous improvement. Targeting strategies are now responsible for 11% of incremental sales, up from 9% in 2017, according to Circana research. So yes, it’s extremely impactful. Want to explore how purchase-based targeting can help you meet your marketing goals? Whether you’re trying to retain your loyal customers, acquire new ones or conquest buyers from competitors, Circana offers you proven audience segments aligned to your goals and consultative teams invested in your success. Connect with us today to start achieving better outcomes. ¹ NCSolutions & CMO Council, Optimizing Outcomes in Media Marketing, 2023 ² Brand Innovators & NCSolutions CPG Marketers Survey 2022