Play Now
Howard Telford Senior Global Insight Manager: Soft Drinks
chicago
English
About Howard
Howard leads Euromonitor's global soft drinks research and strategic client engagement. He authors global reports on the industry and provides editorial support for our Passport soft drinks content. He is also the co-lead for Euromonitor's drinks blog.
Expertise
Howard provides insights to Euromonitor's soft drinks client base on consumer trends, global category and market performance. He is particularly interested in cross-industry innovation, forecasting and new research methodologies. Howard’s insights have been cited in a variety of international programs and publications including the BBC, The Wall Street Journal, Bloomberg and Fortune magazine. In a previous role, he worked in health care and education survey research for the public sector.
Recently Published Work
Five Soft Drinks Innovation Trends for 2025
2 Apr 25At the beginning of March, Euromonitor International attended Natural Products Expo West – one of the largest trade shows in the world focused exclusively on natural, organic and healthier consumer products. The event is an important showcase and launching pad for the latest trends in natural product innovation – particularly in the world of functional and better for you (BFY) soft drinks.
Howard Telford
Innovation in Soft Drinks: Fewer Launches, More Functional Focus
23 Aug 24Soft 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
Howard Telford
Top Three Soft Drinks Trends in 2024
29 Jan 24After sharp retail price increases over the last two years, global soft drinks volume dipped significantly in 2023. Value-focused consumers are shifting into large format warehouse clubs, hard discounters and trading back to private label or B-brands in some categories. Yet a new value equation means more than simply seeking lower prices, with opportunities created by alternative formats, new functional need-states and category blurring premium innovation.
Howard Telford