Circana, formerly known as IRI Worldwide and The NPD Group (previously National Purchase Diary Panel Inc. and NPD Research Inc.), is an American market research and technology company. Its global headquarters is in Chicago, Illinois, USA. Circana operates in 20 countries and 24 industries. The current name, Circana, was adopted in 2023 after the company's merger with IRI.[1] In October 2021, NPD entered intro an agreement to be acquired by private equity firm Hellman & Friedman.[2]
 | |
| Formerly |
|
|---|---|
| Company type | Private |
| Industry | Market research |
| Founded | September 28, 1966 (as National Purchase Diary Panel Inc.) |
| Headquarters | , U.S. |
Area served | Worldwide |
Key people | Kirk Perry (Chief Executive Officer) |
| Products | |
| Owner | Hellman & Friedman |
| Website | www |
Working across consumer packaged goods, general merchandise, foodservice, media, and retail, Circana measures demand and accelerates demand to help its clients grow their businesses. It counts almost 7,000 of the world's leading brands and retailers among its clients. The company collects point-of-sale data from retailers, distributors, and foodservice operators. It also interviews 12 million consumers annually and tracks millions of their receipts — following the same consumers over time — to understand shifting tastes and trends.
Circana helps retailers, manufacturers, financial analysts, and the public sector measure demand, predict future performance, improve marketing and product development, and identify business and consumer trends and market opportunities. Circana has dedicated advisors and analysts in two dozen industries: alcoholic beverages, apparel, appliances, automotive, B2B tech, beauty, books, consumer electronics, fashion accessories, food and beverage, foodservice, footwear, health and wellness, home, home improvement, juvenile products, media entertainment, office supplies, pet care, retail, sports, tobacco, toys, and video games.[3] The company's coverage includes more than 2,000 categories.
Circana's global reach spans 23 countries, representing 75% of the world's GDP.
References edit
- ^ "IRI and NPD Rebrand as Circana, the Leading Advisor on the Complexity of Consumer Behavior". Circana (Press release). March 7, 2023.
- ^ "The NPD Group To Be Acquired By Hellman & Friedman". npd.com. October 19, 2021. Retrieved October 21, 2021.
- ^ "About NPD". The NPD Group. Retrieved June 7, 2017.