Circana
- Company typePrivate
- Founded2022
- HeadquartersChicago, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingSoftware
Circana firmographics
Firmographics- Name
- Circana
- Legal name
- Circana
- Website
- https://circana.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Where Circana is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Circana business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Analytics and Data Subscription Services: Subscription-based analytics and measurement services providing market research, consumer data, and industry analysis to enterprise clients across 26 industries.
- Custom Analytics and Consulting: Custom analytical solutions including Growth Consulting, Forecasting, and specialized industry advisory services delivered through industry experts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise-tier analytics subscriptions with custom pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels11 records
Circana product offering
Product offeringCore offering
Circana provides a subscription-based data and analytics platform that delivers market research, point-of-sale data, and consumer insights to consumer packaged goods manufacturers, retailers, and adjacent industries. The offering combines proprietary datasets with AI-driven analytics, industry-specific solutions such as BookScan and PubTrack Digital, and consulting services across 26 verticals.
Product overview
Circana is a technology, AI, and data company providing market research, consumer data, and industry analysis across 26 industries. The company operates a platform-plus-modules architecture built on its Liquid Data® core technology platform, enhanced by Liquid AI™ for GenAI-powered insights. The portfolio includes specialized solutions for measuring demand (Complete Market™, Store Audit, Social Commerce, Complete Beauty®, Complete Food & Beverage®), accelerating demand through innovation (Liquid Testing™, Concept Testing, Growth Predictor), marketing (Marketing Mix, Media Lift, Retail Media, Complete Audiences™), analytics (Complete Why™, Market Share Drivers, Forecasting, Assortment), and supply chain (On-Shelf Availability, Liquid Supply Chain™). For SMBs, Liquid Data Go® provides accessible analytics, while enterprise clients benefit from Liquid Data Engage™ and Liquid Data Collaborate™. Acquired brands include BookScan® and PubTrack Digital® for book publishing, alongside the Unify+™ platform for B2B technology clients. The NCSolutions portfolio (NCS Enablement, Optimization, Targeting, Measurement) addresses retail media advertising. Industry-specific solutions cover apparel, beauty, food & beverage, automotive, consumer technology, and 22 other verticals.
Differentiator
Problem solved
Functional benefit
Brands
- Liquid AI: AI-powered intelligence platform leveraging GenAI to accelerate decision-making
- Liquid Data
- Liquid Data Go
- Liquid Data Engage
- Liquid Data Collaborate
- Complete Beauty
- Complete Food & Beverage
- Complete Consumer
- NCSolutions
- Unify+
- BookScan
- PubTrack Digital
Products and services
- Liquid Data Data integration and analytics platform that combines disparate data sources to deliver consumer and market intelligence for CPG, retail, and adjacent enterprises.
- Liquid AI AI and machine learning analytics platform that powers predictive insights across Circana's consumer and retail offerings.
- Unify+ Connected commerce analytics platform that unifies multiple data streams to support cross-channel insights for retailers and brands.
- BookScan Book sales tracking service providing point-of-sale data for the publishing industry.
- PubTrack Digital Digital publishing analytics platform offering consumer engagement and sales insights for publishers and content providers.
Quantifiable outcome
- Fragrance market grew 12% in prestige beauty (2024)
- +3 more outcomes
Companies that use Circana
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles1 record
Circana technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability9 records
Feature11 records
Circana partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and acquisition.
- IRIcoreIRI merged with NPD (The NPD Group) in 2022 to form Circana, creating a global data, analytics, and technology company. The merger was completed in August 2022, with Kirk Perry leading the combined entity serving over 7,000 clients across more than 20 industries.
- NPD (The NPD Group)coreThe NPD Group merged with IRI in 2022 to form Circana. The combination brought together complementary data assets and solutions to serve clients across various industries with enhanced insights and technology platforms.
- CoinOutacquisitionIRI (now part of Circana) acquired CoinOut in 2021, a rewards app capturing consumer purchase data and engaging over 1.5 million members. The acquisition expanded IRI's consumer purchase data capabilities.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Circana competitors and assessment
Company assessmentDirect peers
- NielsenIQ: NielsenIQ is the most direct competitor to Circana in CPG and retail measurement, offering point-of-sale tracking, consumer panels, and analytics to the same enterprise buyers. The two firms split the majority of global CPG measurement spend and compete head-to-head on AI-enabled measurement roadmaps.
- Numerator: Numerator provides consumer panel, purchase data, and market intelligence with strong omnichannel and e-commerce coverage. It directly competes with Circana on consumer behavior insights and panel-based measurement, particularly with CPG brands looking for alternatives to syndicated POS services.
- Dunnhumby: Dunnhumby is a retail data science and customer insight firm (originally spun out of Tesco) specializing in loyalty analytics, category management, and shopper insights. It directly competes with Circana's retailer-facing analytics and retail media solutions.
- Mintel: Mintel is a market research firm specializing in CPG, beauty, food and drink, and consumer lifestyle intelligence. It competes with Circana on category-level market research, trend forecasting, and consumer insights for the same enterprise CPG and retail buyers.
Broad incumbents
- Kantar: Kantar is one of the largest global market research and consumer insights firms, offering brand tracking, media effectiveness, and shopper research. While broader than Circana's CPG/retail specialization, Kantar overlaps heavily on media measurement and shopper insights for the same enterprise clients.
- Ipsos: Ipsos is a global market research and public opinion firm with strong positioning in brand and advertising research, consumer understanding, and audience measurement. It overlaps with Circana on syndicated consumer insights and analytics for enterprise clients.
- Oracle Advertising and Customer Experience: Oracle's advertising and data cloud offerings provide enterprise-scale audience data and measurement that overlaps with Circana's targeting, measurement, and marketing analytics products. As a broader technology incumbent, Oracle competes for the same enterprise wallet with a much larger installed base.
Emerging players
- Spins: Spins provides CPG data and analytics with a leading position in natural, organic, and specialty products. It competes with Circana on retailer POS measurement for specific CPG subcategories and is expanding into broader retail analytics and consumer insights.
Regional players
- 84.51°: 84.51° is Kroger's data analytics subsidiary, providing shopper insights, personalized media, and customer intelligence to Kroger and its CPG partners. It is a meaningful competitor on retailer-shared analytics and represents the kind of proprietary retailer capability that could pressure Circana over time.
Others
- NCSolutions (NCS): NCSolutions is the retail media and audience targeting business now part of Circana. Listed as context, it illustrates the strategic integration Circana has executed on the retail media side, which competitors like Dunnhumby and Kroger's 84.51° also serve.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Circana social profiles
Digital presenceCircana financial estimates
Financial estimateRevenue estimate
Valuation estimate
Circana leadership team
Management profileNumber of profiles
Circana subsidiaries and ownership
Company hierarchySubsidiaries1 record
Circana funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Circana M&A and investment
M&A and investmentM&A4 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Circana
What does Circana do?
Circana provides a subscription-based data and analytics platform that delivers market research, point-of-sale data, and consumer insights to consumer packaged goods manufacturers, retailers, and adjacent industries. The offering combines proprietary datasets with AI-driven analytics, industry-specific solutions such as BookScan and PubTrack Digital, and consulting services across 26 verticals.
Is Circana a public or private company?
Circana is a private company. It is classified as private equity controlled and is currently operating.
When was Circana founded?
Circana was founded in 2022. It employs 5,001 to 10,000 people.
Where is Circana based?
Circana is headquartered in Chicago, United States, in the North America region.
How does Circana make money?
Two revenue lines are on record. Analytics and Data Subscription Services are the primary driver. The others are custom Analytics and Consulting.
Who are Circana's main competitors?
Direct peers on record are NielsenIQ, Numerator, Dunnhumby and Mintel. Broad incumbents are Kantar, Ipsos and Oracle Advertising and Customer Experience. Spins is listed as an emerging player. 84.51° is listed as a regional player. NCSolutions (NCS) is listed as an others.
Does Circana have an API?
No public API is recorded for Circana.