Circana

As we reflect on this year’s theme for Black History Month, “A Century of Black History Commemorations,” we recognize the powerful impact Black consumers continue to have across the marketplace. In 2025, Black consumers drove $288.5B in sales, a 2.6% increase from the prior year—momentum fueled by a +1.9% rise in spend per buyer. This growth translated into $7.4B in incremental sales, nearly matching the Hispanic segment’s growth despite operating from a consumer base nearly half the size. The data is clear: Black consumers are a rising economic force, driving meaningful engagement and shaping everyday categories with increasing influence. At Circana, we’re proud to honor and celebrate this month alongside our VIBE (Vested In Black Excellence) Business Resource Group. Throughout February, our teams will come together for a series of events exploring purpose, peace, and progress - including mindfulness sessions, a virtual chili cook-off, and a creative writing workshop with encourage reflection around progress and possibility. As we commemorate centuries of Black historical contributions, we also celebrate the communities, consumers, and colleagues shaping the next hundred years. Join us in honoring this legacy and building a brighter future together. #BlackHistoryMonth #ConsumerInsights #WeAreCircana

The signals this week point to selective momentum, sharper category divides, and new ways brands are responding to change. Here’s a look at what’s moving the market right now: 🍹 Innovation Ecosystems: L.A. Libations partnered with Circana to strengthen its CPG innovation ecosystem, bringing together advanced data, insights, and execution to help emerging brands move faster and smarter. Our collaboration underscores the growing need for sharper signals earlier in the innovation cycle. Learn how this partnership supports smarter innovation decisions: https://bit.ly/3ZQW1dl 🧸 Toy Rebound: According to our latest insights, the U.S. toy industry returned to growth in 2025, driven by resilient demand and continued momentum in trend-led segments. After a volatile period, the category is showing signs of renewed stability. Explore the data behind the industry’s return to growth: https://bit.ly/4kq2N3y 📊 Deeper Signals: This week, we launched Attribute Marketplace, giving clients new ways to unlock deeper, more flexible market insights by layering attributes onto existing data. The goal is clearer context, faster answers, and more confident decision-making. See how our breakthrough solution expands insight capabilities: https://bit.ly/4btkc8V 👟 Footwear Signals: Footwear demand held up unevenly at the end of 2025, with certain use-driven categories continuing to outperform. In WWD, Circana’s Beth Goldstein noted that running and boots stood out in Q4, reflecting how function and lifestyle continue to guide footwear spend. See what’s sustaining momentum in the category: https://bit.ly/4qTYz6u 🧬 Wellness Priorities: Wellness is no longer one-size-fits-all. DSN leaned on Circana data and insights from Sally Lyons Wyatt to outline how generational differences are reshaping demand, from younger consumers focused on prevention and mental well-being to older shoppers managing ongoing health needs. Explore how these shifts are redefining the wellness economy: https://bit.ly/4cc6t6A Growth is showing up where relevance is strongest and expectations are clearly defined. We’ll be back next week with more insights! #ConsumerInsights #RetailTrends #CPGInnovation #WeAreCircana

The MVP of game‑day refreshment. 🏈🍸 Pre‑mixed cocktails delivered all the convenience fans wanted, making them a standout choice throughout the Big Game last year. #ConsumerInsights #GameDayTrends #BeverageAlcohol

As Big Game celebrations heat up, certain foods are dominating the lineup. 🏈🍔 #FoodService #RestaurantTrends #SuperBowlEats #GameDayFood 

We’re excited to partner with The Beverage Forum to bring Circana’s data-driven insights to their global events, including Sally Lyons Wyatt’s onstage perspective this April. Proud to help elevate the conversations shaping the beverage industry.

Teamwork you can count on. 💜 At Circana, collaboration isn’t a buzzword; it’s how we show up every day. From supportive teammates to approachable leaders, our people are what make the difference. That’s why we’re proud to be certified as a Great Place To Work® in 2025 in Australia, India, South Africa, the UK, and the U.S. 🌍 #GPTWCertified #UnstoppableTogether #WeAreCircana

In today’s unpredictable retail landscape, winning teams aren’t just reacting — they’re experimenting. This guide reveals how U.S. manufacturers can move beyond episodic testing and build continuous learning loops, using real in-store signals to make smarter decisions on pricing, packaging, innovation, and activation. Marketers who operationalize experimentation will lead category growth in 2026 and beyond. #BrandMarketing #Experimentation #RetailInnovation #CPG #2026Guide

Are your entertainment strategies prepared for 2026? New IPs, platforms, and shifting consumer behaviors are redefining how brands, licensors, publishers, and studios succeed. Our new e‑book outlines the key questions you should be asking to shape a winning 2026 strategy. Learn how to navigate every stage of the licensing journey, including: 💻 Discovering and validating the right IPs 👥 Identifying and assessing potential partners 📊 Measuring product performance post‑licensing 📉 Understanding your audience and tracking ROI Download the e‑book › https://hubs.ly/Q041Ccsc0 #ConsumerInsights #EntertainmentTrends

New year, new conversations. 🎙️ We’re kicking off 2026 with fresh perspectives and big ideas with the launch of “Circana Unpacked”, our newly refreshed podcast. In our first episode, Circana President & CEO Stuart Aitken unpacks: ✨ How AI is changing consumer behavior ✨ What resilience really looks like today ✨ Why the multi-generational marketplace matters more than ever 🎧 Tune in now, you don’t want to miss this insightful conversation: https://bit.ly/3O4Ltol #CircanaUnpacked #PodcastLaunch #ConsumerInsights #AI #Leadership

We’re live at #RILALINK! Our President & CEO, Stuart Aitken, hit the main stage to reveal the fast‑moving signals shaping the retail value chain — from shifting demand, capital investments, and the impact of AI. Swing by and meet the Circana team, we’re here and excited to chat!