On an item's packaging, the final digit represents a unique "check digit", but in Circana data it represents the item's Circana "generation" number.
That final digit is often different in Circana data because instead of displaying the item "check digit" which we see on the packaging, Circana displays the UPC's Circana "generation" number, which indicates whether the SKU in question is "first generation" (1) or "second generation" (2).
A number 2 at the end of the UPC (indicating second generation) generally means that the UPC started out as one brand but was later reused for a different brand.
In short, all we really need to pay attention to in Circana are the middle ten digits, which are displayed in the first column of the Item Audit dashboard:
These are the same 10 middle digits which are usually displayed most prominently on the packaging:
