The NPD Group

The NPD Group, now operating as Circana, provides comprehensive market research, consumer data, and industry analysis. The company aggregates vast datasets to deliver prescriptive analytics and actionable insights, utilizing advanced technologies like its proprietary Liquid AI. This systematic approach allows for deep examination of retail sales and consumer behavior across diverse sectors.

The company’s foundations were laid in 1953 by Henry Brenner, who established the Home Testing Institute. Brenner, a pioneer in market research, recognized the critical need for robust data to understand consumer purchasing patterns. This initial insight into tracking behavior through panel-based research evolved, eventually forming The NPD Group.

Its services are leveraged by a broad spectrum of brands and retailers across more than 20 industries, from food and beverage to technology. The company's overarching vision is to empower clients with clear, connected, and complete insights, enabling them to make informed business decisions, navigate market shifts, and drive sustainable growth in a rapidly evolving global marketplace.