Circana
Circana is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand, and outpace the competition. https://www.circana.com/

Circana's articles

  1. Media & Marketing

The Power of Linear TV: Best Practices for Balancing Linear TV Strategies in Your Marketing Mix

By Jonathan Dizney, Senior Marketing Mix Director and Yeimy Garcia-Smith, SVP Global Measurement As advertisers finalize their Upfront/NewFront planning there’s real urgency to make data-driven decisions about where to allocate their budgets. With TV advertising dollars shifting between linear TV and other formats, marketers have to ask themselves an important question: Is our investment delivering […]
5 min read
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  1. Agencies & Vendors

Advice From Six Experts: How To Optimize your Marketing Mix Investment 

By Yeimy Garcia Smith, SVP, Global Measurement  You’ve just completed your marketing mix modeling (MMM) analysis. Now what?  MMM is a must-have marketing measurement tool that can answer business questions about creative, audience, reach and frequency, brand equity, marketing channels, trade, and retail spend. But even the best recommendations and simulations need an execution plan […]
3 min read
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  1. Shopper & Customer

Generational Impacts on the Beauty Industry in 2025

The beauty industry’s resilience continues to shine. Among CPG and prestige retailers in the U.S., beauty outperformed total store sales across the remaining industries in 2024 – and in many cases drove stronger total store growth – showcasing that when beauty performs well, other industries rise. Even as economic sentiment declines, U.S. consumers continue to […]
2 min read
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  1. Media & Marketing

Five TV Advertising Trends Marketers Need to Watch in 2025

By: Dave Slowik, EVP, CPG, Platforms, TV at Circana In the last few years, connected TVs (CTVs) and streaming devices have revolutionized how people consume content and how marketers track and collect data. This will continue to present opportunities and challenges for marketers in 2025 as they navigate new business models, harness the power of […]
3 min read
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  1. Shopper & Customer

Global Flavors, Local Success: How Smaller QSRs Are Winning Canadian Foodservice Consumers

By Vince Sgabellone, Foodservice Industry Analyst, Circana Since the beginning of the pandemic recovery in 2021, smaller quick service restaurant (QSR) operators have battled it out with the larger and more established chains. Their goal? To win the hearts, minds, and foodservice budgets of the Canadian QSR consumer – while stealing market share from major […]
2 min read
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  1. Shopper & Customer

Retail and Brand Strategies for Reaching Hispanic Food and Beverage Shoppers

By Sally Lyons Wyatt, Global EVP & Chief Advisor, Consumer Goods & Foodservice Insights and Kellie Hardin, Client Insights Consultant Hispanics make up 20% of the U.S. population, a number the U.S. Census Bureau expects to grow 50% by 2060. This diverse and young group of consumers represents more than two dozen countries in the […]
3 min read
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  1. Shopper & Customer

How to Engage SNAP Shoppers: 3 Strategies for Retailers and Brands

By: Sally Lyons Wyatt, Global EVP & Chief Advisor, Consumer Goods & Foodservice Insights Consumers who receive Supplemental Nutrition Assistance Program (SNAP) benefits wield tremendous spending power at retail and are a critically important segment to food and beverage brands. Approximately 18% of U.S. households used SNAP in 2024, and those households spent 26% more […]
3 min read
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  1. Department: Food

Critical Questions for Managing Grocery Retail Supply Chain Disruptions 

By Jonna Parker, Team Lead, Fresh Foods Group As the pandemic faded into the rearview mirror and U.S. consumers grappled with two years of historic inflation, 2024 was to be the year grocery retailers and manufacturers got back to normal. But the summer and early fall brought disruptive events in the form of headline-dominating food […]
4 min read
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  1. Shopper & Customer

Tech’s Run-Up to Black Friday

By Paul Gagnon, Mike Crosby and Ben Arnold We have reached the peak of the holiday shopping season, and before results for Black Friday and Cyber Week are available, we thought it would be important to check in and see how the season is progressing.  So far, seven weeks into the holiday quarter, consumer technology […]
3 min read
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  1. Shopper & Customer

What’s in Store for Fragrances this Holiday Season

With new fragrance launches and festive gift sets on shelves, the holiday season is in full swing, and the fragrance market is poised to shine bright. It’s an exciting time of year for consumers, including myself, who look forward to giving gifts to loved ones (and perhaps treating myself along the way). Holiday spirit is […]
2 min read
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  1. Holiday & Events

Fewer Shopping Days after Thanksgiving Is a Good Thing for Retail

As the holiday season approaches, retailers and manufacturers are gearing up for a shorter shopping period between Thanksgiving and Christmas. However, this change in timing does not mean that consumers will have less holiday shopping to do. They still have the same number of friends and relatives to get gifts for. In fact, it presents […]
2 min read
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  1. Shopper & Customer

3 Reasons Marketers Should Use a Consumer-centric Marketing Mix Model

By Yeimy Garcia Smith, SVP, Circana and Kimberly Keating, Sr. Director, Global Marketing Measurement, Circana  Every brand has a pool of consumers they want to reach. Within each pool live different cohorts. To maximize sales for their brand, marketers and their partners allocate spend across multiple channels, tactics, and campaigns. But gauging the effectiveness of […]
2 min read
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