No claim, no gain: Winning your category with irrefutable data
Join this fireside chat with Euromonitor and Colgate-Palmolive to see how credible claims help you drive top-line gains.
Shanghai
Chinese, English
Elisa is a Consultant at Euromonitor International with a focus on food and nutrition in China. She is based in the company's Shanghai office.
Elisa specialises in dairy and alternatives, cooking ingredients, and meals, with a particular focus on plant-based alternatives and sustainability. Her research scope also covers snacks, fresh food and health and wellness packaged food. With a background in urban development and agriculture, Elisa shares unique insights on the social and environmental aspects of food. Prior to joining Euromonitor, Elisa had more than eight years of experience in both the private and non-profit sectors, working on communications and corporate sustainability projects.
Join this fireside chat with Euromonitor and Colgate-Palmolive to see how credible claims help you drive top-line gains.
High protein is the widest-diffusing functional claim of the last decade in food and drink, and the cautionary tale attached to it is now visible in the numbers. Full diffusion delivered tonnage but eroded margin. Fibre is the next claim on that road, and its slower, more conditional climb is not a weakness – handled well, it is what will protect its pricing power.
Dairy is moving from premiumisation to mass-premiumisation. Brands must deliver affordable quality that retains mainstream consumers and drives value, making price more decisive than before.