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.
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Selin is a Research Analyst at Euromonitor international, covering a range of industries and based in the company's London office.
Selin's research focus includes snacks and travel industries, where she advises clients through her in-depth knowledge and insight. Her many skills include data construction and analytical interpretation, forecasting, and content creation. Prior to her career at Euromonitor, Selin worked in marketing at Nestlé and Danone as an Assistant Brand Manager.
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.