Circana measures category performance. Tastewise explains what's driving demand and turns it into buyer-ready growth stories. Consumer panels, market trackers, and AI agents help teams move from market signals to stronger sell-in conversations, innovation decisions, and growth opportunities.
Trusted by 80% of the world’s leading food & beverage brands · since 2018
Tastewise combines consumer panels, market trackers, and AI agents to help brands expand distribution, accelerate innovation, and drive demand. It connects signals across consumers, home cooking, foodservice, retail, and eRetail to explain why demand is changing and turn it into explainable evidence, buyer-ready growth stories, innovation briefs, and activation recommendations.
Circana is one of the leading category measurement and market performance platforms used across retail and foodservice. Its retailer partnerships, purchase data, consumption panels, and category analytics help organizations understand market performance, benchmark competitors, track share, and measure commercial outcomes.
Two platforms built for different stages of the food and beverage decision cycle. Here is how each one shows up across the workflows teams rely on.
| Business need |
Built for activation workflows
Demand discovery, sell-in stories, innovation direction, activation outputs. |
Built for category measurement
Market share, sell-through, and competitive performance. |
|---|---|---|
| Data sources | Consumer panels, home cooking panel, foodservice operators, retail and eRetail trackers, consumer surveys, and AI-powered analysis | POS data, purchase-to-consumption panels, retailer partnerships, category performance data, and long-term innovation tracking |
| Data freshness | Live, continuously updated consumer and market signals | Retail and consumption reporting cycles with ongoing platform updates |
| Primary use case | Turning consumer and market signals into explainable evidence, buyer-ready growth stories, innovation direction, and commercial recommendations | Measuring category performance, market share, sell-through, and competitive performance |
| Evidence and activation | Explainable, bespoke, and repeatable evidence built for retailer sell-in, innovation validation, internal alignment, and market activation | Category analytics, performance measurement, assortment optimization, and portfolio management |
| Execution assets | AI-generated growth stories, sell-in narratives, innovation briefs, one-pagers, activation recommendations, and decision-ready outputs | Dashboards, reports, scorecards, category reviews, and performance analysis |
| Ideal user | Marketing, Sales, Insights, and R&D teams that need to validate opportunities, build alignment, and move from signal to action | Category management, commercial strategy, and performance measurement teams |
| AI capabilities | Food-trained AI agents that answer business questions, generate narratives, validate concepts, and recommend next actions | Liquid AI and analytics tools focused on category and portfolio performance |
| Best suited for | Teams that need to understand demand, build the business case, and support growth decisions | Teams focused on performance measurement, benchmarking, and category management |
Watch how teams move from category performance to the demand behind it and a buyer-ready growth story in one workflow.
Circana remains a trusted source of category performance data. Teams searching for an alternative usually need a layer above measurement that answers the next question: what should we do about it?
Go beyond the category growth number to the consumer behaviors and occasions driving it.
Turn performance data into a narrative a buyer, retailer, or stakeholder can act on.
Spot emerging opportunity in consumer behavior before it becomes obvious in category reports.
Confirm which audiences are driving growth and how large the opportunity really is.
Move from measuring performance to a recommendation teams can rally behind.
Bring explainable evidence and growth stories into retailer and internal conversations.
Tastewise explains why consumers made those choices, which audiences drive growth, and where opportunity is emerging before it shows in category reports.
Circana measures what consumers purchased and where products performed across retail and foodservice.
A Circana report helps teams understand performance, then build the story for stakeholders separately.
Built for teams that need to validate opportunities, secure buy-in, support innovation, and create stronger buyer conversations.
Ideal for category management, performance reviews, market share tracking, and retailer reporting.
Often the answer is both. Each platform is built for a different job in the same workflow.
I was checking what was happening with diet trends. Tastewise gave me a clear answer in two clicks. Much faster than anything else we use.
increase in sales conversions for teams using Tastewise sell-in narratives.
Move from demand signal to retailer-ready story in one workflow.
Circana measures category performance and market outcomes. Tastewise explains what is driving demand behind those outcomes and turns that evidence into buyer-ready growth stories, recommendations, and commercial narratives.
Not entirely. Circana remains a leading platform for category measurement and retailer reporting. Tastewise complements that foundation by helping teams understand demand, validate opportunities, and build stronger business cases.
Tastewise combines consumer panels, home cooking signals, foodservice activity, retail and eRetail trackers, surveys, and AI agents to understand demand before it becomes visible in performance data.
Circana helps benchmark performance and category outcomes. Tastewise helps validate emerging demand, identify opportunities, and build evidence for innovation decisions.
Many teams already know what happened. The challenge is explaining why it happened and how to act on it. Tastewise helps bridge that gap.
Measurement platforms explain performance. They are less effective at uncovering emerging demand, building narratives, validating opportunities, and generating activation-ready outputs.