CHICAGO — Circana today announced the launch of Attribute Marketplace, a new feature that enables clients to easily incorporate third-party product attribute data directly into Circana’s existing datasets and analytical models.
The new marketplace aims to eliminate common obstacles in sourcing, licensing, and integrating external data. Instead, Circana clients can explore a curated selection of approved third-party datasets on the platform, select the attributes they need, and instantly incorporate them into their analyses. All data is standardized and aligned with Circana’s Complete Market™ framework, enabling seamless integration with existing sales, pricing, and shopper intelligence.
Circana said Attribute Marketplace converts external datasets into syndicated premium attributes, providing retailers and CPG brands with extra, complementary insights to enhance product analysis, assortment planning, and competitive assessment.
“We’re opening up exciting new possibilities for our clients with Attribute Marketplace,” said Patty Altman, president of Global Solutions for Circana. “It simplifies how retailers and CPG brands add valuable attributes to their decision-making, helping them innovate and grow.”
At launch, Attribute Marketplace includes data from several strategic partners:
- Guiding Stars, providing nutrient density ratings for food and beverage products
- Harmonya, offering product-level and consumer preference data to support performance and assortment analysis
- Sifter, supplying health-focused insights, including nutrient data and indicators tied to trends such as GLP-1 usage
- SPINS, a long-time Circana partner, contributing natural and organic product attributes
“Using Attribute Marketplace helps clients improve their data with outside insights, enhancing product plans, competitive analysis, and market understanding,” said Wei Lin Wong, president of CPG for Circana. He added that Circana plans to continue expanding the marketplace with additional partners to meet evolving retailer and consumer demands.
Circana positions Attribute Marketplace as part of its broader strategy to provide more flexible, AI-powered intelligence, allowing clients to act faster and with greater accuracy in an increasingly complex retail environment.
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