Howard Telford
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Howard Telford

Senior Global Insight Manager: Soft Drinks

Chicago

English

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.

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.

Expertise

Recently published

Article

The Trillion Litre Channel: Why Small Grocers Hold The Key

Globally, soft drinks sales are on course to reach one trillion litres by 2030. Yet very little of that growth will come from supermarket aisles in Europe or North America. It will instead come from kiranas, warungs, tiendas and kiosks across Africa, Asia and Latin America - markets where preserving affordability and entry-level brand accessibility are key. New AI-powered shelf audits can show what it takes to win in this fragmented, under-measured channel.

Soft Drinks Trending Topics
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Howard Telford
Senior Global Insight Manager: Soft Drinks
Video

Low Loyalty, High Scrutiny: Drinks Innovation in the Age of Social Media

Internet culture and social media are major catalysts of drink creations and trends but also platforms for scrutiny and accountability. Consumers are reacting quickly, critically and publicly to new food and beverage products. Press play to hear from Howard Telford, Senior Global Insight Manager – Soft Drinks, on how brands can navigate and adapt to these shifts. 

Drinks Consumer Trends
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Howard Telford
Senior Global Insight Manager: Soft Drinks
Article

Energising Everyone: How New Segmentation is Powering US Energy Drinks Beyond the Core

Energy drinks remains one of the growth stars in US soft drinks, and more widely across consumer packaged goods. Despite many categories struggling to stimulate meaningful volume with a financially stretched US consumer, energy drinks achieved 4% retail volume growth in 2024 – even accounting for weaker traffic in the higher-priced, inflation-impacted convenience channel, a challenge which appears to be somewhat abating in 2025.

Soft Drinks Retail and E-Commerce
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Howard Telford
Senior Global Insight Manager: Soft Drinks

Press releases

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