Circana provides comprehensive, actionable consumer purchase data and predictive analytics that enable brands and retailers to understand market trends, measure marketing effectiveness, and optimize business decisions across the entire consumer journey.
Last updated Feb 21, 2026 by AI Enrichment
Leading provider of retail and consumer purchase data with significant market share in CPG and retail analytics
Circana was formed in July 2022 through the merger of Information Resources, Inc. (IRI) and The NPD Group, creating one of the world's largest market research and analytics companies. The company provides comprehensive consumer behavior insights, point-of-sale data, and predictive analytics across retail, consumer packaged goods (CPG), and other consumer-facing industries. While not a pure-play AdTech company, Circana plays a crucial role in the advertising ecosystem by providing the data and insights that inform media planning, campaign measurement, and marketing effectiveness analysis. Circana serves over 7,000 clients globally, offering solutions that track consumer purchases, preferences, and trends across multiple channels including brick-and-mortar retail, e-commerce, and foodservice. The company's data assets cover more than 90% of the U.S. population's purchases and extend across numerous international markets. Their analytics platforms help brands and retailers understand market dynamics, optimize product assortments, measure marketing ROI, and make data-driven decisions about advertising spend and strategy. The company operates as a critical data infrastructure provider for the advertising industry, enabling marketers to connect purchase behavior with media exposure, measure campaign effectiveness, and optimize targeting strategies. Circana's position at the intersection of retail data and marketing analytics makes it an essential partner for brands seeking to understand the full customer journey from ad exposure to purchase.
Real-time point-of-sale and consumer purchase data across retail channels
Unified view of consumer shopping behavior across online and offline channels
Solutions for measuring ROI and optimizing marketing spend
AI-powered forecasting and trend prediction tools
Comprehensive tracking of sales, market share, and distribution metrics