Identifying Opportunities for Future Growth: Custom Market Performance Analysis

The Objective

A multi-brand retailer aimed to understand trends and identify growth opportunities within a market. Circana supported the retailer with geographic insights by building a custom market performance analysis.

The Solution

Circana analyzed year-over-year category sales performance and provided context on the customer in that market through consumer demographic information and a share of wallet analysis across retailers in a relevant competitive set. Circana also shared these views at an individual DMA level within the market to highlight differences.

The Results

Using Circana’s insights, the retailer was able to see categories and demographics in which they were underpenetrated, which allowed them to identify opportunities for future growth.