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Hendry Market Structure
Circana’s Hendry® Market Structure solution uses the proprietary Hendry methodology to analyze cross-category shopper behavior. The result creates unbiased, predictive market landscapes to uncover high-impact attributes, claims, and benefits that drive growth beyond traditional definitions.
Unbiased
How do shoppers define and organize the broader market landscape?
Predictive
Which attributes, benefits, and claims are most important to shoppers?
Accurate
What’s the true source of volume and basis of competition?
Join more than 7,000 clients and partners worldwide
Understand Shopper Behavior and Make the Right Decisions
Identify Incremental Innovation
Our Hendry Market Structure solution enables your brand to evaluate cross-category shopper-defined competitive landscapes and white space opportunities. With this model, you can identify incremental growth opportunities based on attributes that are proven to drive shoppers' loyalty. With this solution, you can answer the following questions:
What is the cross-category shopper-defined competitive landscape and where do my brands compete?
Which products are complementary versus substitutable?
What attributes drive incrementality versus variety?
What are my white space opportunities?
Uncover Opportunities for Your Brand
In practice, our Hendry Market Structure solution helps your brand uncover potential gaps in existing landscapes, providing your company with a competitive edge. Our platform can help you differentiate your product portfolio in several segments to minimize cannibalization in places where there is heavy brand overlap. By integrating our Hendry Market Structure and Liquid Data Go® solutions, you can easily track size, trends, demographic reach, and more — all in one seamless platform to better understand each opportunity.
Leverage Circana’s Decades of Domain Expertise for Your Company
The proprietary Hendry methodology delivers unbiased, predictive insights into cross-category shopper behavior. It identifies high-impact attributes, claims, and growth-driving benefits to give you a competitive edge.
How Top Brands Use Hendry Market Structure
For Product Manufacturing
Our Hendry Market Structure solution gives you the insights needed to make data-driven decisions for innovation. Understanding how consumers make their decisions, what products are complementary versus substitutable, and which attributes drive incrementality versus variety helps ensure the decisions your brand makes align with the decisions your consumers will make.
For Product Marketing
Our Hendry Market Structure solution provides deep insight into how shoppers behave and what attributes are critical to their purchase decisions. For advertisers, this means understanding which attributes can be converted into attractive and credible consumer benefits, and how those attributes can be featured within an existing portfolio. This platform can help you drive relevance with shoppers and understand what attributes are lost due to unclear messaging.
How You'll Grow with Circana's Complete Data
Confidence
Make decisions you can stand behind, backed by POS-verified data and trusted industry expertise. With category-specific insights and white-glove support, we make sure your budgets, audience segments, product innovations, and GTM strategies deliver real, measurable outcomes. No noise, no guesswork.
Collaboration
Share one version of the truth with all. Our centralized, custom reporting platform breaks down data silos, giving your coworkers and external partners the clarity needed to work together effectively. With everyone working from the same place, you'll nurture in-house relationships and make quicker decisions.
Control
Build your data practice, your way. Integrate Circana’s proprietary, cross-industry data and superior technology into your existing architecture or use our Cloud Data Centers for a flexible analytics solution.
Consistency
Create an ecosystem of continuous measurement, focused on answering the right critical business questions to drive steady, sustainable growth. No more fragmented data or conflicting insights.
Affordable and adaptable
to your growth journey
We make data integration and analytics easy. Our flexible plans are built around your business needs.
Get Started with Hendry Market Structure
Have questions about how Hendry® Market Structure can reveal true shopper‑defined competitive sets and uncover cross‑category innovation opportunities? Reach out to our team. We’ll help you understand how Hendry® integrates behavior, attitudes, and POS data to guide smarter product, category, and growth decisions.
Learn More About Circana’s Innovation Solutions
Uncover how consumers actually shop your category with Circana’s Consumer Decision Tree solution, built from actual shopper behavior and activated by point-of-sale KPIs. Identify what drives loyalty, how people choose products, and where you stand against competitors so you can tell a stronger category story at retail.
