Circana Unpacked
Business & Finance
About
Circana Unpacked delves into the data to reveal consumer, shopper, and other insights that fuel market changes and growth for those in the CPG, retail, health care and media industries. Join Circana thought leaders, industry partners and guests to learn how opportunities, trends and market disruptions will impact your business.
Episodes
- #5 - Unpacking CPG Trends — from GLP-1s to New Pockets of Growth
Dynamics are always shifting in the CPG world, and in today’s market, avenues for growth range from health and wellness to AI-driven personalization to a renewed focus on fundamentals. Wei Lin Wong, Circana’s president of CPG, joins the po…
- #4 - Serving Up the Future of Foodservice
Even as uncertainty continues in the overall marketplace, foodservice operators have reasons for optimism and opportunities for growth. David Portalatin, SVP and industry advisor, food and foodservice at Circana, joins the podcast and unpa…
- #3 - Navigating the Seismic Shifts in TV Viewing
Television is entering one of its most consequential moments, as marketers face more choices, faster innovation, and higher expectations for accountability. This episode brings together Dave Slowik of Circana and Chris Grillo of Tubi for a…
- #2 - How 7 Generations are Shaping Demand – and What that Means for Brands and Retailers
Sally Lyons Wyatt, Circana’s Global EVP & Chief Advisor, Consumer Goods & Foodservice Insights, joins the podcast to explore the fascinating dynamics of today’s unprecedented multigenerational marketplace. Building on CEO Stuart Aitken’s r…
- #1 - Why Success in 2026 Will Go to Organizations Grounded in Truth
Circana’s President and CEO, Stuart Aitken, joins the podcast and unpacks: The ways in which AI is becoming embedded in everyday decisions, transforming how consumers live and how businesses operate. How consumers are showing remarkable re…
- #179 - Harnessing the Power of Social Media: Launching New CPG Products with Impact
There are more stories to share from Circana’s New Product Pacesetters , our annual roundup of the top-selling CPG new products. In this special episode, Joan Driggs and Lisa Maas dive into the role social media and influencers have in new…
- #178 - Sustainability: What the U.S. Can Learn From EMEA
For the past six years, Circana has collaborated with NYU's Stern Center for Sustainable Business to produce a report on sustainability in the consumer packaged goods (CPG) marketplace. While sustainability-marked products in the U.S. cont…
- #177 - The Convenience Channel: Trends, Challenges, and Opportunities
There are more than 150,000 convenience stores across the U.S., and while multiple chains make up the majority, these typically small-format stores can vary widely from urban to suburban to rural. To some consumers, it might be the store w…
- #176 - Navigating Consumer Uncertainty: The Role of CPG and Retail
Household spending has shifted due to high inflation and economic uncertainty. Consumers are prioritizing essential items like groceries while often forgoing discretionary purchases, including games, apparel, and prestige beauty. Circana’s…
- #175 - Exploring Winning Strategies of CPG Growth Leaders
While they differ in size of revenue, U.S. CPG Growth Leaders all found innovative ways to connect with fragmented consumer communities using a range of growth levers. Sally Lyons Wyatt and Cara Loeys dive into the strategies that leading…
- #174 - Licensing’s Growth Opportunity
Globally, licensing is a $365 billion business. The U.S. comprises about 60% of the market. Kristen McLean, senior executive director, The Circana Entertainment Knowledge Group, takes listeners into the world of licensing. Hear insight int…
- #173 - Global Insights: The Rise of CPG Private Brands Across Regions
As a share of the total CPG/FMCG market, private brands vary across major global regions. In the EU, private labels account for nearly 39% of total market value and 47% of unit sales, while in the U.S., they represent 22% of dollar sales a…
- #172 - Time to Refresh Fresh Grocery: Identifying Opportunities for Growth
Inspired by their recent Top Trends in Fresh webinar , Jonna Parker, team lead, Circana’s Fresh Foods group, and Kelly Krumholz, perimeter client insights consultant, provide a “refresh” on trends and opportunities impacting fresh grocery…
- #171 - Innovation is Back at CES 2025, and It’s More than AI
Dive into the cutting-edge innovations and trends from CES 2025 with Circana’s tech analysts Paul Gagnon, Ben Arnold, and Mike Crosby. This episode explores the transformative impact of artificial intelligence and more on consumer and B2B…
- #170 - Revolutionizing Weight Loss: The Impact of GLP-1 Medications on Consumer Behavior
The impact of GLP-1 (glucagon-like peptide 1) usage for weight loss on the CPG food and beverage, nonfood, and other industries is just beginning. It’s going to influence product innovation, store assortments, consumer engagement, and more…
- #169 - Discover the Nuances of Beverage Consumers
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 ar…
- #168 - Sipping Success: Total Beverage Trends and Opportunities
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-h…
- #167 - Consumer Optimism Brightens the Holiday Outlook
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…
- #166 - An Audit of America’s Kitchen Reveals a Shift to “Just-In-Time” Inventories
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,…
- #165 - Spice Up Q4 2024 Holidays with CPG Inspiration
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 Jon…
- #164 - Social Media Is Driving Demand for Fresh
Cottage cheese. Grapes. Cucumbers. Each of these categories — among others — has seen tremendous sales lifts based on inspiration from social media influencers. Jonna Parker, team lead of Circana’s Fresh Foods Group, and Anne-Marie Roerink…
- #163 - Expanding the Lens on Well-Being for New Opportunities
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-bei…
- #162 - Younger Shoppers Are Upending Traditional Grocery. Think of It as an Opportunity.
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…
- #161 - How Industry Should Adapt to Changing Approaches to Meals
When it comes to meals, U.S. consumers are having a 2020 moment, believes Darren Seifer, our industry advisor, Consumer Goods & Foodservice Insights. The percentage of meals sourced from retail for home consumption is nearly 87% in 2024, g…
- #160 - The Food and Beverage Chronicles: Learning from Eating Patterns in America
Circana has been chronicling changing consumption behaviors in its Eating Patterns in America research for 39 years. David Portalatin, Circana’s senior vice president and industry advisor for food and foodservice, shares how insights from…
- #159 - Innovation and Inspiration: Takeaways from the IDDBA Show
How can you use the biggest takeaways from the 2024 International Dairy Deli Bakery Association (IDDBA) show in June to help your business succeed? Jonna Parker, team lead of Circana’s Fresh Foods Group, and Anne-Marie Roerink, president o…
- #158 - What’s the Deal with Dupes?
Dupes, or replicas, of premium products are having a moment. Fueled by high inflation and turbocharged by social media, dupes are being purchased and touted with pride by U.S. consumers attracted to high-quality, low-priced items. Circana…
- #157 - Lean Into Consumers’ Desire to Escape
Nostalgia, inspiration, and self-care are trends driving consumer escapism. Inspired by her report, The Great Escape: Exploring the Rise of the Joy Economy, Kristen McLean, senior executive director of Circana’s Entertainment Knowledge gro…
- #156 - Strategies to Maintain New Product Momentum
There are four key principles fueling successful innovation beyond launch: distribution growth, trial, marketing support, and product expansion. None of these should be considered stand-alone strategies. Lisa Maas, principal and lead for C…
- #155 - Emotions and Inflation Impact Consumer Choices
Consumers continue to feel the pinch of inflation. While food remains a priority, consumers face tough choices when making any purchases, but emotions also impact their decisions. Jonna Parker, principal, fresh foods, and Darren Seifer, in…
- #154 - Beverage Alcohol Consumption Reveals a Generational Divide
Beverage alcohol consumption has changed dramatically in recent years. The pandemic impacted the way people consumed adult beverages, and younger consumers aged 21 and older are driving consumption of ready-to-drink (RTD) beverage alcohol…
- #153 - CPG Growth Leaders: Learn From the Best
Our distribution, velocity, and penetration data, along with other metrics, shows us the top CPG Growth Leaders . But by listening to and observing the top companies, we can identify successful integrating strategies. Circana’s Sally Lyons…
- #152 - How Private Brands Are Gaining Share
In 2023, CPG private labels grew dollar and unit sales thanks to the unique confluence of retailers investing in their own brands and consumers facing high inflation. Mary Ellen Lynch, principal of Circana’s center store solutions practice…
- #151 - CPG Retail Is Rethinking the Competition
Our expansion of multi-outlet data, MULO+ , increases point-of-sale (POS) coverage 15%, providing 90% accuracy of CPG dollar sales sourced from census POS data. Jonna Parker, Team Lead, Circana’s Fresh Foods Group, and Anne-Marie Roerink,…
- #150 - The Diversity Advantage
Diversity, equity, and inclusion in business has positive benefits for workers, for business results, and for people and communities engaging with these businesses. Cecilia Ogude, Circana’s senior vice president, Global Diversity, Equity,…
- #149 - Leaning into Generational Differences at CPG Retail
Some 93% of Gen Z and younger millennials are changing their behavior based on higher prices, a much higher percentage than previous generations. Stepping back for a wider view, Jonna Parker, team lead, Circana’s Fresh Foods Group, believe…
- #148 - Retailers Recognize the Value of SNAP Shoppers
Nearly 13% of Americans, or 17% of U.S. households, receive Supplemental Nutrition Assistance benefits, yet they represent nearly a third of total store sales. Sally Lyons Wyatt, Circana’s global executive vice president for consumer goods…
- #147 - How To Win the Trip in Grocery Retail
Moving from full-service to self-service in meat and deli departments, increasing value-added offerings in produce and deli, these are just a few examples of grocery retail’s evolution. Jonna Parker, team lead, Circana’s Fresh Foods Group,…
- #146 - Improvements Outnumber New Consumer Tech Products at CES 2024
Most of the consumer tech innovation at the Consumer Electronics Show 2024 are enhancements to existing technology; think better quality audio and new capabilities. Despite lackluster levels of product innovation showcased at CES, Circana…
- #145 - Opting for Linear or Connected TV? The Answer Might be Both
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 deliver…
- #144 - Pre-CES 2024: Looking for What’s Possible with Tech
The pandemic put the breaks on a lot of consumer tech innovation, so anticipation is building for CES 2024, when many companies will display their latest and greatest. Ben Arnold, Circana’s executive director, industry analyst, Consumer Te…
- #143 - Black Friday Week Sales: Naughty or Nice?
Traditionally in the U.S., the day after Thanksgiving is Black Friday, which moves holiday shopping into high gear. While doorbusters have dwindled, brands and retailers work to lure shoppers with deals and experiences that set the tone fo…
- #142 - Strengthening Retailer Differentiation
As middle-of-the-road grocery retail continues to get squeezed, reaching consumers before they make decisions becomes critical. In this Fresh Pulse episode, Jonna Parker, team lead, Circana’s Fresh Foods Group, and Anne-Marie Roerink, pres…
- #141 - Small Appliances Reflect Our Need for Speed
Despite a forecasted sales decline of 4% - 5% through 2024, sales of small appliances remain elevated from pre-pandemic levels. To buck the negative trend, marketers should focus equally on messaging and innovation. Joe Derochowski, Circan…
- #140 - Consumer Tech Industry Pulse and Outlook
Both the economy and the replenishment cycle of products are negatively impacting the consumer technology industry. Paul Gagnon, Circana’s consumer technology industry advisor, shares his outlook for the coming holiday season and how he ho…
- Talking Turkey and the Reality of a Challenging Economy
Anne-Marie Roerink, president of 210 Analytics, talks turkey – and economic pressures – with Circana’s Joan Driggs. Times are tough and while it’s critical to be realistic about economic pressures, it’s also an opportunity to dig deeper op…
- Causal and Consumer Factors Fuel Demand Forecasting
To achieve growth, companies strive to predict what the consumer is likely to do in both the near term and long term. Optimal forecasting, according to Lance Goodridge, Circana’s executive vice president of Analytics and Insights, will fit…
- Frozen Foods Accelerate the Speed to Table
The unique value proposition of frozen foods is not getting the attention it deserves. Based on her webinar, Icy Hot Insights: Frozen Trends, Sally Lyons Wyatt, executive vice president and Practice Leader, Circana, outlines the many defin…
- How Digital is Defining Grocery’s Long Game
In this Fresh Pulse episode, Jonna Parker, team lead, Circana’s Fresh Foods Group, highlights consumer purchasing behavior in the meat department. Promotions aren’t seeing expected lifts, purchases are designed for minimal waste, and it’s…
- Busting the Myth that We’re Consuming Less
As inflation continues to press consumers, volume sales are down across food and beverage. Amid economic headwinds and a return to pre-pandemic activity levels, consumer behaviors are changing, but we are not consuming less. Circana though…