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Zora leads Euromonitor's global research for drinks, cannabis, food and packaging, including helping shape their editorial strategy.
Zora advises a range of clients, from brand owners to legislators across a range of industries on the impact of consumer trends, economic environment, legislative drivers and innovation. She has a special interest in consumer need states, wellness, inflation drivers, regulation, illicit trade, B2B and sustainability. Zora started out in country research for Eastern Europe before moving on to leading drinks and tobacco research and content, including cannabis and packaging, most latterly adding food industries to her remit.
There is ever-growing expectation for sustainable packaging. The search for better is reflected in consumer sentiment and regulatory attention. The focus on plastic goes wide with regulation increasingly the lever used to secure more rapid progress on the road towards a circular economy.
The cola wars between Coca-Cola and Pepsi have long defined the global soft drinks industry. The two market leaders have continuously reshaped the carbonated drinks business through product innovation and marketing, leading to intense competition and unusually high levels of brand loyalty. However, digitisation and changing consumer preferences are leading to structural shifts in cola carbonates, setting up a new showdown between the market leaders as they need to rethink where and how to play.
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