SPINS review
By Jan Suski. I go deep on every review, checking every number against its source and digging up details other coverage misses, a habit from six years of SEO and link building for tech companies. Bylines at Surfer, Brand24, and Senuto. How the scoring works.
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SPINS sells retail measurement for wellness-oriented consumer goods, pitched as “the only place to align natural, regional, conventional, and specialty retail data into a singular view,” running three data assets: point-of-sale, product intelligence, and the TriLens consumer panel. This review is in progress; what follows is the short version.
What SPINS owns, and what it licenses
This is the part that decides if SPINS belongs on a shortlist. Its exclusive retail partnerships cover natural, regional and specialty channels: 1,900+ natural stores, 11,000+ regional and independent grocery, 7,600+ pet, and 5,000+ vitamin and supplement stores. That data is SPINS' own.
The conventional and multi-outlet half, 110,000+ stores, comes from a partnership with Circana, and so does the TriLens consumer panel, which SPINS' own comparison page labels “Consumer panel data - powered by Circana.” Its enterprise page also advertises the “only solution with two-way harmonization across SPINS and NielsenIQ data.”
A brand already buying Circana is, in part, buying it again through SPINS; what's genuinely new is the natural and specialty POS and the attribution layer on top.
Company
SPINS is headquartered at 311 W. Huron Street in Chicago, took a growth investment led by Warburg Pincus announced 19 January 2021, and has been run by CEO Jay Margolis since July 2023. It publishes no founding year, only “for the past two decades” and “for the last 20 years.”
Pricing and ratings
None published, including on Liftoff, the bundle aimed at emerging brands, and SPINS has no Vendr marketplace page at all. Its G2 profile carries two reviews, both from February 2023, too thin a sample to support any conclusion.
Who it's for
Three segments on its own site: emerging brands, enterprise brands and retailers, sold on the pitch that brands using its data “grow 22% faster on average than those without,” with no published methodology behind that number.
SPINS describes itself as a US-only provider; categories run to food, wellness, pet and vitamins and supplements, with nothing on beauty, tobacco, general merchandise or durables.
On 24 June 2025, SPINS acquired Datasembly, bringing pricing and promotion intelligence across “over 150,000 stores representing 200 of the largest retailers across North America” into a company otherwise sold on natural and specialty measurement.
Until this review is published in full, our retail analytics ranking covers the category, and reviews of Circana and NIQ (NielsenIQ) are published already.