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Howard Telford Senior Industry Manager - Soft Drinks
chicago
English
About Howard
Howard leads Euromonitor's global soft drinks research and strategic client engagement. He authors global reports on the industry and provides editorial support for our Passport soft drinks content. He is also the co-lead for Euromonitor's drinks blog.
Expertise
Howard provides insights to Euromonitor's soft drinks client base on consumer trends, global category and market performance. He is particularly interested in cross-industry innovation, forecasting and new research methodologies. Howard’s insights have been cited in a variety of international programs and publications including the BBC, The Wall Street Journal, Bloomberg and Fortune magazine. In a previous role, he worked in health care and education survey research for the public sector.
Recently Published Work
Innovation in Soft Drinks: Fewer Launches, More Functional Focus
Howard Telford
Soft drinks innovation strategy in 2024 is being developed in the context of a more challenging economic and financial environment. Sharp rises in the cost-of-living have made premium-priced products (generally the focus of beverage innovation investment) more difficult for consumers to afford and adopt
Top Three Soft Drinks Trends in 2024
Howard Telford
After sharp retail price increases over the last two years, global soft drinks volume dipped significantly in 2023. Value-focused consumers are shifting into large format warehouse clubs, hard discounters and trading back to private label or B-brands in some categories. Yet a new value equation means more than simply seeking lower prices, with opportunities created by alternative formats, new functional need-states and category blurring premium innovation.
The Juice Summit
Howard Telford
The Juice Summit is back! The prestigeous global conference’s first post-corona edition will take place on 12-13 October 2022 in Antwerp, Belgium. Year after year, the Juice Summit provides a forum for knowledge sharing and a unique networking opportunity for all industry players to shape the future of our sector.