Home Combined NPD/IRI Retail Market Analytics Company Rebranded Circana
March 7, 2023

Combined NPD/IRI Retail Market Analytics Company Rebranded Circana

The market research and analytics company formed from the August 2022 merger of The NPD Group and IRI revealed its new company name and brand identity: Circana.

Kirk Perry, president and CEO of newly named Circana, said the name conveys “two companies coming together to provide clients a first-of-its-kind, full-circle perspective on the market and consumer.

“As Circana, we are uniquely positioned to bring clients a complete view of the consumer, store and wallet,” Perry continued. “With our unparalleled Liquid Data technology, advanced analytics, cross-industry data and deep industry expertise, we transform complexity into clarity, helping clients take action and unlock business growth.”

Perry said Circana offers insight into 30 million products across 20 industries, more than 2,000 categories and some 500,000 stores. Circana advises almost 7,000 brands and retailers worldwide, according to the company.

“With our view of the consumer across CPG, general merchandise, foodservice, retail and media, our value proposition has never been stronger,” Perry said.

Tod Johnson, chairman of Circana’s board of directors and founder of NPD, added, “The combination of IRI and NPD created a category of one. In the months since the merger, we have demonstrated — for our clients and for our team — the immense value of bringing our firms together. Moving forward with a unified name and brand signifies that Circana is committed to delivering on the full value of our powerful combination for all of our stakeholders, with a relentless focus on innovation and growth.”

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