Category: Helio

Helio Found Liquid I.V. in 2017, What Does The Data Say in 2020?

It was announced today that Liquid I.V., the leading better-for-you electrolyte drink mix brand, has signed an agreement to be acquired by Unilever. We’re extremely excited to congratulate Brandin and team on the company they have built. Liquid I.V. is a standout brand in CircleUp Growth Partners’ portfolio and a great example of how we ...

Helio Insights: Impact of COVID-19 on Consumer Packaged Goods (CPG)

The coronavirus (COVID-19) pandemic is having a significant impact on businesses across the globe, including consumer packaged goods (CPG). At CircleUp, we are closely tracking developments in our industry using data from our machine-learning platform, Helio, to better understand the resulting changes in consumer behavior across categories, brands, channels and retailers in the United States. ...

How Does Emerging CPG Perform in a Recession?

The Coronavirus and resulting economic consequences have already ended an 11-year bull market and it is likely to push us into a global economic recession. At a time like this, it is appropriate for investors to focus on how specific asset classes perform during downturns.  A few months ago we addressed this topic for the ...

Helio Highlights, Women’s Day Edition: Innovation in Feminine Care

To celebrate International Women’s Day, we used Helio to better understand innovation in feminine care. Specifically, the development of organic and natural feminine care has been growing as a consequence of environmental concerns around disposing plastic. Using Helio, we are able to see the growth in retail distribution of natural feminine care brands across the ...

Helio Highlights, Valentine’s Day Edition: Functional Chocolate ❤

Functional foods have been part of the food industry’s vocabulary for decades, but in the last several years we’ve seen a rise in the popularity of a specific type of delivery mechanism for these supplemental nutrients: chocolate. According to the USDA, functional foods are those that are “designed to have physiological benefits and/or reduce the ...

Helio Highlights: Customization

The ability to customize products is a growing trend across CPG categories. Using Helio, we are able to see CPG brands leaning into this trend by creating personalized products and heavily marketing them as such. According to Helio, the growth in brands that have described their products as customizable is 185%+ over the last 2 ...

Helio Highlights: The Future of Clean Beauty

In early-stage consumer, clean beauty is one of the most commonly discussed topics today. There are a lot of investors, strategics, and consumers interested in clean beauty. The past year has seen some high-profile investments and acquisitions in clean beauty, including CircleUp Growth Partners’ portfolio company, Kosas, which announced a Series B raise led by ...

Helio Highlights: Growth in Adaptogens

Adaptogens, non-toxic plants that are believed to alleviate stressors, have seen a rise within food, beverage and beauty products as consumers become increasingly aware of the benefits of natural wellness.  Above, we can see the growth trend in brands we found in Helio that use adaptogens in their products. As a result of the growth ...

Helio Highlights: Convergence of Food & Beauty

We are excited to introduce “Helio Highlights” – our new series of CPG insights from our proprietary data platform, Helio. As we find interesting data in Helio, we want to share some quick insights to benefit the broader CPG community of founders, investors and retailers. We hope you enjoy the series, share the content and ...

Defining Clean Beauty: Beyond the Branding

On the back label of beautifully packaged faces, behind the concealer of marketing jargon, what does clean beauty mean? Combing through the marketing jargon using CircleUp’s machine learning technology, Helio, we’ve identified the most common terms used to describe clean beauty products. Initially, we focused on the skincare sector for the purposes of narrowing in on ...