Tom Rees Industry Manager
london
English
About Tom
Tom is responsible for the direction and quality of Euromonitor’s content deriving from the Away From Animals strategic theme. He provides global expertise, forward-thinking insights, and identifies key market trends. He advises clients across fresh food and staple food and is an in-demand speaker at high-profile events. He provides wide-scope analysis and is the author of publications including The Future of Meat, The Impact of COVID-19 on Fresh and Packaged Food, and Cultured Meat and More: The Potential Shift From Farm to Lab.
Expertise
Tom is Industry Manager for staple food and fresh food, and has a particular interest and expertise in plant-based foods and alternative proteins. He advises a wide range of clients across these areas and more, including developments in cell-cultured foods. Tom has previously worked at YouGov (2012-18) and Mintel (2005-2012).
Recently Published Work
The Global Trends Driving Fresh Food Sales
Tom Rees
In 2023, growth of fresh food in total sales terms was virtually unchanged year-on-year. However, in retail, volume sales growth slowed significantly as rising prices constrained consumer purchases.
Vegan or Plant-Based: How Non-Animal Food is Sold
Tom Rees
Across various markets worldwide, plant-based and vegan labelled foods have become fixtures. While the term “vegan” is unambiguous and long-standing, the term “plant-based” has achieved popularity more recently. Euromonitor’s health and wellness data allow the state of play to be accurately accessed – are foods labelled “vegan” selling more or less than foods labelled “plant-based”?
Plant-Based Foods Face Key Challenges
Tom Rees
A host of challenges to the plant-based alternatives market have seen sales stalling or slowing across some markets, and major producers are reframing their expectations – or exiting altogether.