Shanghai
Chinese, English
William is Head of Consulting Research (China). He is based in Shanghai.
William is specialised in research spanning competitive intelligence, market positioning and market entry. He also has experience in innovation studies, such as helping clients to map the new brand alternative launch model, profiling research and development innovation process, amongst others. He has served many local and multinational companies, covering industries like packaged food, beauty and personal care, apparel and footwear, and home appliances. William joined Euromonitor in 2012, starting in Consulting in Shanghai as an Associate Consultant, progressing to Consultant and then Senior Consultant. He continues to prove himself to be a valuable project manager, with his strong research sense and excellent communication skills to clients. Since assuming a managerial role in 2016, William has also demonstrated his strong leadership, wealth of experience and a clear, client-centric mindset.
Asian cuisine has moved into the mainstream of global food culture driven by travel, cultural evolution, and globalisation. Notably, brands that first established credibility among diaspora communities have found a more reliable path to mainstream consumer trust than those pursuing mass-market entry without that foundation. The real growth prize lies beyond ethnic enclaves, however.
A very strong El Niño event, very likely to occur in late 2026 and/or early 2027, could affect agriculture, food prices, energy demand and supply chains across Latin America. Heavy rains can disrupt crops and logistics, reduced harvests can increase food prices, heat can lift cooling needs, and damage to transport routes or production lines can affect product availability. The last major El Niño event, in 2023-2024, brought record global heat, severe droughts, wildfires and extreme rainfall, generating economic and food security impacts.
At a time when the food industry is struggling under the combined pressure of tough demographics, consumers pulling back on spending, geopolitical trouble, and rising costs of inputs, there has been at least one notable bright spot: protein. Consumers have shown a remarkable and enduring interest in high-protein products in virtually every format and category. But how long can this last? Are we nearing the end of the Age of Proteinmaxxing?
