What IRI is
IRI, short for Information Resources Inc, was one of the two big syndicated retail-measurement providers in US CPG, the data that tells a brand what sold, where, and for how much. If you are reading an old deck that cites "IRI" or "SymphonyIRI" and wondering whether it still exists: it merged with The NPD Group in 2022 and the combined company is now called Circana. The brand name changed; the data lineage did not. When I was building demand inputs for S&OP, half my historical files still said IRI in the header long after the logo on the portal had become Circana.
IRI sold the same core product its rival Nielsen did: point-of-sale consumption pulled from retailer scanners, plus household panel data from a recruited set of shoppers. A natural-channel brand at Kroger or Albertsons used it to answer the questions shipment data cannot, like market share, category trend, and whether a competitor just gained distribution. If you typed "iri circana" because a vendor quote or a job description used both names, they are the same company a few years apart.
IRI, now Circana: what the data actually is
The product splits into two kinds of data, and they answer different questions. POS (point-of-sale) data is census-style consumption: actual scanned sales aggregated from participating retailers, the backbone of any share or velocity report. Panel data comes from a recruited household sample whose purchases are tracked, which is what lets you see buyer behavior POS cannot, like repeat rate, basket, and demographics. The distinction between syndicated and panel data is worth keeping straight, because brands routinely cite a panel-only number as if it were census coverage.
Circana's conventional coverage is MULO: multi-outlet, blending grocery, drug, mass, club, and dollar into one read across the channels most CPG volume actually flows through. That breadth is the selling point and the catch in the same breath. MULO is strong where Circana has deep retailer participation, and thinner in channels where it does not, the natural and specialty world being the clearest gap.
How IRI/Circana compares to SPINS and NIQ
Three providers dominate US retail measurement, and they are not interchangeable. The honest way to choose is by which channel your brand lives in.
| Provider | Strongest coverage | Best for |
|---|---|---|
| Circana (ex-IRI) | MULO: grocery, drug, mass | Conventional center-store CPG |
| NIQ (ex-Nielsen) | MULO + global reach | Conventional, multi-country |
| SPINS | Natural & specialty channel | Natural, organic, supplement |
Circana and NIQ are the two MULO heavyweights and the choice between them is often about price, retailer mix, and which one your category buyer already uses. SPINS is the specialist: if your brand sells through Whole Foods, Sprouts, and the natural set, SPINS sees the shelf Circana's conventional panel underweights. Plenty of natural brands carry both, SPINS for the channel they actually live in and Circana for the conventional expansion they are chasing. The full breakdown of SPINS vs Circana vs NIQ is worth a read before you sign a six-figure data contract on the wrong one.
A worked sense of scale: a natural snack brand doing $40M might see only a slice of that volume in Circana MULO if most of its doors are natural-channel, while SPINS captures nearly all of it. Read the Circana share number alone and you would conclude the brand is tiny in its category, when really you are just looking through the wrong window.
Why it matters to a CPG analyst
Knowing which provider a number came from is half of trusting it. IRI/Circana reports consumption at shelf price, which is sell-through, not the brand's sell-in revenue. The gap between consumption and shipment is exactly the kind of thing an analyst gets handed to reconcile, and it starts with knowing whether the consumption read even covers your channel. Knowing what a CPG is and which syndicated lens you are looking through keeps you from comparing a MULO number to a natural-channel number and calling the difference a trend.
Where Scout fits
IRI/Circana and SPINS hand you the consumption side as a heavy export, and the real work starts when you have to fold it together with your own sell-in and deduction data. Scout connects those exports so the analysis is not a manual spreadsheet merge every week. Scout reads and analyzes syndicated data; it is not itself a measurement provider, it does not generate POS or panel data, and it does not replace your Circana or SPINS subscription.
The short version
- IRI (Information Resources Inc, once SymphonyIRI) was a syndicated retail-measurement provider. It merged with NPD in 2022 and is now Circana.
- It sells POS consumption data plus household panel data, with conventional MULO coverage across grocery, drug, mass, club, and dollar.
- Circana and NIQ are the MULO heavyweights; SPINS owns the natural and specialty channel. Pick by where your brand actually sells, and never compare a number from one lens to a number from another.