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Technology

Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.

SOLUTIONS

Liquid Data Go

Designed for small CPG businesses. 

Liquid Data Engage

Curated reports and guided analysis.

Liquid AI

Answer the most pressing business questions.

Liquid Data Collaborate

Data and analytics for a single source of truth. 

NCSolutions
is now part of Circana!

The power of NCSolutions (NCS) and Circana’s combined data means a larger pool of buyers and stronger media solutions for you. 

Nielsen's 

Marketing Mix Modeling

is now part of Circana!

Optimize your spend across channels and marketing drivers—maximizing ROI and accelerating growth. 

This Halloween

the candy aisle has a new frontrunner. 

Over the first four weeks of the season, shoppers picked up 31.2 million pounds of non-chocolate Halloween candy, surpassing 25.1 million pounds of chocolate.

Which Halloween Candy Do you Prefer?

Company

Resources

CPG Consumer Spend Tracker

Download our weekly U.S. consumer packaged goods sector monitoring report.

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Blog

New strategies and tactics.

Press Releases

Circana's official announcements.

Media Coverage

Circana in the press.

Industry Rankings

Industry rankings vs. previous data period.

Case Studies

See how Circana can help your business grow.

Reports

Perspectives from our thought leaders.

Product Training

A curriculum to address your needs.

Analyst Reports

Solving challenges that matter to you.

Podcast: Growth Insights

Thought leaders giving growth insights.

Quick Insights

Consumer insights and buying trends.

Popular searches

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Insights Hub

Understanding consumer behavior is crucial for any successful marketing strategy, and at Circana, we specialize in distilling complex sales data into actionable insights. Our detailed insights hub sheds light on consumer preferences to help your business adapt to market changes and improve performance.

FEATURED

Health and Wellness Market Trends

Health and wellness have always been priorities for consumers, but the definition and scope have broadened to include more attributes of physical, mental, and social well-being. Brands, retailers, and advertisers who want to grow in this space can best serve their customers by understanding broader trends in the wellness industry and tapping into granular insights that allow them to engage on a highly personal level. Circana’s Complete Consumer data spanning attitudes, behaviors, and markets help decode evolving patterns among consumer cohorts and can unlock greater reach and success.
Sustainable Products and Their Impact on Consumer Behavior
Sustainability-marketed products are growing at twice the rate of conventionally marketed alternatives, contributing over 40% of the sector's total growth since 2013, according to research from Circana and New York University Stern Center for Sustainable Business...
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Holiday Consumer Shopping Predictions
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.
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Media Solutions That Drive Real Outcomes
Marketers are feeling consistent and growing pressure to justify ad spend. Improving how your data is collected, organized, and analyzed can help improve both the efficacy of your budget and your ability to communicate goals and progress with other teams. With budgets getting tighter, you and your team might be asked to justify budgets on a near-on-demand basis...
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Supply Chain Management Strategies
Consumer behavior plays a significant role in supply chain management. Understanding how your consumers are interacting with your products, the root causes of sudden surges in demand, and your product lifecycles is paramount to making the right decisions regarding replenishment rates.
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Audience Targeting Strategies
Your first-party data is likely more granular and precise than ever before. It’s also more complex and siloed. Top brands build and activate their most valuable audience segments with real sales and purchase data. Learn how these brands integrate third-party consumer insights with their own first-party data in unified data analytics platforms to connect to the right audiences.
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Ensuring Data Accuracy for Your Marketing Measurement
Fragmented data, data locked in walled gardens, and data gaps from third-party cookie regulations provide an incomplete picture for your decision-making. You need to consider which tools or platforms can consolidate all your data into an accurate view. This article covers the causes of measurement gaps, how to solve them, and the potential impact of missing data on your company’s ROI.
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Marketing Mix Modeling Strategies
Marketing mix modeling (MMM) is a statistical approach for measuring your strategies’ performance. It empowers brands to make data-driven decisions that optimize their budget allocation and maximize incremental ROI. Our guide uncovers how brands use MMM and how it could help your business.
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Supply Chain Disruptions
Supply chain disruptions can be logistical nightmares for suppliers, manufacturers, and retailers. To mitigate risk, each of these groups needs access to accurate data and a flexible, customized platform that uncovers inventory shortages and how they should be addressed.
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Tariffs and the Global Economy
Watch Marshal Cohen, Chief Retail Advisor at Circana, provide valuable insights into Tariffs' evolving impact on the retail industry in this new video.
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Hispanic Consumer Data
Circana's data shows that Hispanic consumers are driving growth in both the CPG retail and the food and beverage industries. This growth is being driven both in terms of dollars spent and units purchased. With more than 25% of Hispanic consumers in Gen Z, this group represents large opportunities for growth across categories for retailers and food and beverage brands.
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GLP-1s and Consumer Behavior/Impact
This presentation from Circana takes a look at how GLP-1 usage is having reverberating impacts across markets, including both CPG food and beverage and nonfood spending.
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TV Advertising Strategies
Discover how leading CPG marketers boost campaign ROI with precision targeting in SVOD TV ads. Our e-book reveals the power of combining cross-platform verified viewership data with retail verified purchase data to identify proven strategies.
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