Carbonated soft drinks and bottled water are the universally preferred beverages across generations. From there, nuances emerge that shed light on the life stage priorities of different cohorts. Similarly, differences in product choices are seen by household income level and even ethnicity. Tatiana Lopez Aranzazu, consumer and shopper insights consultant at Circana, discusses differences across demographic cohorts and uncovers opportunities for manufacturers and retailers.  Highlights:  Energy drinks are popular among most generations. But they are less relevant for boomers, who pri ..read more

While hydration is still key, consumers want more from their beverages. Sally Lyons Wyatt, Circana’s global executive vice president and chief advisor, consumer goods and foodservice insights, shares extensive beverage research on out-of-home and in-home trends across tap water, morning beverages, cocktails, and satiety beverages.  Highlights Consumers seek more personalization than ever, from flavoring tap water to interesting portable beverage containers. Marketers can see what consumers are turning to by watching book sales. Hint: Books on body cleansing and detoxing are trending.&nbs ..read more

Despite inflation, consumers are optimistic about their ability to spend a little more on gifts, foods, and beverages for upcoming holiday occasions. Sally Lyons Wyatt, Circana’s global executive vice president and chief advisor, consumer goods and foodservice insights, and Marshal Cohen, Circana’s chief retail officer, share their insights and observations for what’s in store (literally!) this holiday season.  Highlights:  Inflation has eased, but consumers still anticipate paying a little more for holiday groceries. Similarly, consumers expect to spend an average of 2% more on hol ..read more

For more than 30 years, Circana has conducted extensive audits of the food items found in America’s kitchens, from spice cabinets and pantries to refrigerators and freezers. Results from the 2024 audit reveal our kitchens have fewer items, pointing to our growing desire for convenience. Darren Seifer, industry advisor, consumer goods & foodservice insights at Circana, shares observations on changing behaviors and opportunities to meet consumer needs.  Highlights:  Consumers are keeping around 140 items in their kitchen, down from 160 in 2020.  There’s been an uptick in heat ..read more

Within the complex arena of marketing mix, linear TV and connected TV are viewed separately. Currently, CTV is having its moment, surpassing linear TV in return on ad spend. Circana’s Susan Kelly, solutions design, global solutions delivery and Kelly Dunham, delivery director, talk about execution and measurement of success for both approaches and the increasing value of targeting that is giving CTV its shine.   Highlights:   Linear TV offers lower cost-per-impressions and provides a broader reach than connected TV.  Despite the higher cost-per-impression, advertisers ..read more

Circana has undertaken an extensive audit of America’s kitchens, recording what’s in our pantries and refrigerators, and inventorying appliances, cookware and utensils. Findings, found in the new report, Inside America’s Kitchens, reveal that we’re stocking far fewer food items than in 2020, yet we’re making good use of tools in our meal prep. Darren Seifer, Circana Food & Beverage Industry Analyst, shares insights into behavioral changes and generational differences.   Highlights:   With the inflation of 2023, consumers are pulling back on impulse purchases and doing ..read more

Recapping their Consumer Electronics Show presentation, “7 Ways the Consumer Electronics Consumer Has Changed,” NPD colleagues Ben Arnold and Paul Gagnon illustrate the growing value consumers derive from technology and the opportunities for manufacturers and developers to meet changing consumer needs.   Key takeaways:   Consumer technology holds a greater place in the household budget than it did prior to the pandemic – and it’s due more to the value of technology than to inflation.    Aside from foundational technology, application innovation enables conve ..read more

The outlook for fall and winter holidays is bright, even for CPG items experiencing persistent inflation. Consumers are willing to spend a little more to make the holidays special, but it’s up to retailers to facilitate this. Circana’s Jonna Parker and 2010 Analytics’ Anne-Marie Roerink discuss supporting holiday traditions and encouraging the adoption of new seasonal flavors. Highlights When holidays fall during the week, such as Halloween 2024 landing on a Thursday, retailers should encourage consumers to stretch the celebrations.  Provide ideas for full-on parties and quick, fun meals ..read more

U.S. consumers under the age of 35 will experience similar life stages as previous generations, but they will never mirror the grocery shopping patterns of older consumers. As the most ethnically diverse and tech-savvy population, they are inspired and moved by infotainment. They also have the unique ability to lean into their personal moods and appetites, answering in the moment, “what am I hungry for?” Jonna Parker, team lead, Circana’s Fresh Foods group, and Kelly Krumholz, perimeter client insights consultant, talk about stark generational differences. Learn why it’s important to start sol ..read more

Retailers, brands, and services can support consumers around the world on their physical, mental, and social health journeys. Sally Lyons Wyatt, Circana’s global EVP and chief advisor, Consumer Goods & Foodservice Insights, shares well-being research highlights from industries as diverse as books, food, beauty, apparel, consumer tech, pet, toys, and more. Consumers’ pursuit of well-being is strong, and the opportunities to lean in and support them are many. You might just learn how to support your own well-being goals.  Highlights:  Not one of the three pillars of well-being — p ..read more