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.
Düsseldorf
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Javier is a Research Analyst in Euromonitor's Düsseldorf office, covering food and hospitality industries.
In his current role, Javier is responsible for analysing the latest trends and developments influencing the food and nutrition industries, within the DACH region, with a focus on Germany. Prior to Euromonitor, Javier worked in fashion e-commerce as a sales analyst. Prior to this, he completed a bachelor's degree in Sociology.
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.