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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
Energising Everyone: How New Segmentation is Powering US Energy Drinks Beyond the Core
18 Aug 25Energy drinks remains one of the growth stars in US soft drinks, and more widely across consumer packaged goods. Despite many categories struggling to stimulate meaningful volume with a financially stretched US consumer, energy drinks achieved 4% retail volume growth in 2024 – even accounting for weaker traffic in the higher-priced, inflation-impacted convenience channel, a challenge which appears to be somewhat abating in 2025.
Howard Telford
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