Circana Opens External Dataset 'Marketplace'

Global consumer data company Circana has launched 'Attribute Marketplace', a platform allowing clients to browse external datasets, select the attributes they need, and use them to enhance their current data and analyses.

Circana was created following the 2022 merger of global consumer data firms IRI and The NPD Group. The company's core platform is the long-established former IRI product LiquidData, to which it has recently added LiquidAI, and an option for smaller clients, Liquid Data Go.

The Attribute Marketplace data is standardized and aligned to Circana's Complete Market framework, which means it can be used alongside existing sales, pricing and shopper insights. Data of different types comes from a number of key partners: nutrient density ratings to help assess the nutritional profile of food and beverage products, from partner firm Guiding Stars; product-level and consumer preference data from Harmonya; health-focused insights, including nutrient data and indicators tied to trends such as GLP-1 usage, from Sifter; and natural and organic product attributes from long-time Circana partner SPINS.

Patty Altman (pictured), the firm's President of Global Solutions, says the launch opens up exciting new possibilities for clients: 'It simplifies how retailers and CPG brands add valuable attributes to their decision-making, helping them innovate and grow like never before.' President of CPG Wei Lin Wong, adds, 'Using Attribute Marketplace helps clients improve their data with outside insights, enhancing product plans, competitive analysis, and market understanding. Circana will continue to expand its partnerships to ensure customers benefit from an ever-growing network of third-party insights and innovation, offering unmatched flexibility and relevance to evolving consumer demands.'

Web site: www.circana.com .