Circana has rolled out its Purchase to Consumption solution, a tool that links verified purchase behaviors from the company’s receipt panel with National Eating Trends (NET) consumption behaviors from the same consumers.
The solution provides the consumer packaged goods industry with what Circana calls a holistic understanding of the food and beverage journey, closing a historical gap where clients had strong visibility into what shoppers buy and how consumers eat, but lacked insight into the connected relationship between the two tied to the same consumers.
New metric: occasion dollars
Previously available only for ad-hoc engagements, the solution is ready at scale with new features through subscriptions in Circana’s Unify+ platform. It introduces new measures, such as occasion dollars, which help teams size market opportunities and view occasion behaviors at the retailer level.
“This solution introduces unparalleled capabilities to the market by delivering a unified view of the shopper and consumer,” said Patty Altman, president of Global Solutions at Circana.
“Our clients now have the advantage of transforming complex occasion behaviors into dollarized, prioritized decisions, allowing them to confidently design highly targeted strategies based on holistic habits.”
At-home dinner opportunities
Early insights from the Purchase to Consumption solution indicate the average consumer spends $3.78 per person on dinner occasions at home. When adult guests are present, consumer spend per person per occasion increases by 36 percent.
Data further reveals that four of the top 10 retailers do not capture their fair share of these specific dinner dollars. By closing this gap, Circana said those retailers could access a combined opportunity of over $100 million annually.
Implications for CPG and retailers
“The implications for the consumer packaged goods sector are transformative,” said David Portalatin, SVP and industry advisor for food and foodservice at Circana.
“By understanding the intersection of purchase and consumption, CPG companies can identify which specific eating and drinking occasions drive sales, allowing them to capture new market share in an increasingly competitive landscape.”
Circana noted that without this connected view, teams cannot easily quantify which consumption occasions are driving purchases, nor how behavior differs by retailer or customer base, leading to missed growth opportunities.
About Circana
Circana describes itself as a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers and retailers. The company’s Liquid Data technology platform is powered by a high-quality data set and intelligent algorithms trained on six decades of domain expertise.
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