Circana and DoorDash announced a partnership to provide independent, third-party validation of incremental sales for consumer packaged goods (CPG) brands advertising on DoorDash. The collaboration brings objective measurement to DoorDash’s Sponsored Products and Sponsored Brands campaigns.

Partnership Scope

The initiative addresses the need for standardized measurement frameworks in retail media. By leveraging Circana’s independent approach, advertisers can connect media exposure to actual purchase behavior across a broad retail footprint. This allows brands to confirm whether their advertising creates genuine incremental demand and attracts new buyers.

Incremental Reach Data

DoorDash shared findings from an overlap analysis of buyers for measured brands during an eight-week campaign in the U.S. between November 10, 2025, and January 4, 2026.

Among buyers who purchased on DoorDash, 56% bought exclusively on the platform. This data indicates that DoorDash reaches shoppers who are not otherwise reached through in-store channels.

What the Numbers Show

A major beverage company reported $0.59 in incremental sales per household through DoorDash. This figure is three times the Circana Beverage Benchmark, highlighting the potential for significant incremental lift compared to industry standards.

Executive Commentary

Lindsay Pullins, senior vice president of Retail Media at Circana, stated that the partnership gives marketers a clear, objective view of incremental sales and new buyer growth. Katie Daleo, general manager of CPG Ads at DoorDash, noted that adding trusted, independent validation strengthens the value provided to advertisers by contextualizing the impact of their investments within the total market.

U.S. food delivery platforms DoorDash Inc. (NASDAQ: DASH), Uber Technologies Inc. (NYSE: UBER), and Maplebear Inc. (NASDAQ: CART) posted strong sales growth in their latest quarterly results, defying broader consumer caution.

While U.S. retail sales fell 0.6% in July and Walmart recorded its slowest comparable-sales growth since 2020, demand for delivered meals and groceries remained resilient. Consumers continue to prioritize convenience despite rising costs and inflationary pressure on household budgets.

Consumer Spending Shifts

Broader economic data indicates a more cautious consumer environment. Inflation has exceeded wage growth for four consecutive months, with real wages falling between December 2020 and 2024 for nearly 40% of workers. This has pushed households to prioritize necessities and value-oriented purchases.

Some diners are shifting away from McDonald’s toward rivals like Burger King and Chili’s, which have reported sales growth driven by value-focused meal deals. However, food delivery platforms have maintained momentum by expanding their customer bases and adding new offerings.

Convenience Drives Resilience

DoorDash CFO Ravi Inukonda noted that the broader food category remains resilient because "people eat 21 times a week, whether it’s food or groceries." CEO Tony Xu expressed surprise at consumers’ willingness to pay for delivery despite higher costs.

Convenience remains a primary driver for users. Customers cited time savings and household management benefits as key reasons for continued usage. For some, grocery delivery is more cost-effective than in-person shopping when factoring in transportation costs and local price variations.

DoorDash is expanding beyond traditional restaurant delivery by adding regional grocers and enabling SNAP benefit purchases at The Kroger Co. (NYSE: KR). This diversification provides additional value propositions for consumers seeking essential goods.

Rising Food Costs

Food affordability continues to strain household finances. A basic meal consisting of a cheeseburger, fries, and a drink rose 3.2% in price over the past year, with only a handful of U.S. cities averaging below $15.

Financial stress is evident among working-age adults using credit cards for groceries. More than one-quarter either could not pay their balances in full or missed minimum payments. Approximately 20% reported using long-term savings, including emergency funds, to cover grocery expenses.

This creates a distinct consumer dynamic: while households become more selective with discretionary spending, food remains a necessity where convenience can still command a premium. Delivery platforms appear better positioned to retain users compared to other discretionary sectors.