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.
Santiago
Spanish, Castilian, English
Jose is a Research Analyst based in Euromonitor’s Santiago office. He is a member of the central project team for dairy and regularly participates in conferences, in addition to his primary focus of researching the packaged food and pet care industries.
Jose offers quantitative evaluations and trends, together with insightful content to provide clients with knowledge about the pet care and packaged food industries. His main field of specialisation within the packaged food industry is dairy projects and alternatives. He started his career at Euromonitor in 2021, opting to specialise in dairy products and alternatives the following year.
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.