Circana debuts Purchase to Consumption tool

CHICAGO — Circana has launched its new Purchase to Consumption solution, a data analytics platform that connects verified shopper purchase behavior with real-world eating and drinking occasions.

The new offering links purchase data from Circana’s receipt panel with consumption insights from its National Eating Trends (NET) panel, enabling consumer packaged goods companies and retailers to better understand how buying habits translate into at-home food and beverage consumption.

Available through Circana’s Unify+ platform, the solution introduces new metrics, including “occasion dollars,” which help retailers and brands quantify the value of specific eating occasions and identify untapped sales opportunities across customer segments and retail channels.

According to early findings from the platform, consumers spend an average of $3.78 per person on at-home dinner occasions. Circana said spending rises 36% when adult guests are present, highlighting the potential value of social dining occasions for retailers and CPG brands.

The company added that four of the top 10 retailers are currently underperforming in capturing those dinner-related dollars, representing a combined annual opportunity exceeding $100 million.

“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.”

David Portalatin, senior vice president and industry advisor for Food and Foodservice at Circana, said the platform could help brands better identify which consumption occasions are driving sales growth.

“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,” Portalatin said.

Circana said the solution was previously available only through custom engagements but is now being scaled through subscription access and integrated reporting within Unify+.