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Citation Policy

The citation policy below should be reviewed by any reporter

1. All citations must be attributed to Euromonitor International and include a link back to the original source, when applicable. Examples include:
» Euromonitor International or Euromonitor
» Euromonitor International, a market research provider
» Euromonitor International’s report, “Bottled Water in the US”, published in December 2019

2. Whenever possible, hyperlink our name to Euromonitor’s website or blog

3. To maintain the accuracy of our data and our analysts’ comments, citations should not be paraphrased or used out of context. Analysts’ comments must be fully credited as follows: “full name, title at Euromonitor International”.

4. Do not share Euromonitor International's data or insights with any third parties, without explicit written consent from us.

5. Full features of reports or datasets are prohibited in any format (PDF, Word, PPT, etc.). Should you be interested in featuring an extract of reports or datasets, submit your request in writing to the global press team.

6. Any citations that reference data or a report that is older than one year from the date of publication must include the month and year of publication MM/YY or YY/MM and link back to the original piece of content for reference.

7. To ensure the data you're referencing is accurate, please reach out to a member of our press team in your region.

8. Euromonitor International's name and research cannot be used to endorse or criticise a company, product or service.

Should you be interested in more information about Euromonitor International, head to our home page or reach out to our global press team.

Access to Euromonitor International's research

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» To find out more about the most recent reports published by Euromonitor International, as well as our industry and geographical coverage, please visit our STORE PAGE

» To receive more insights from Euromonitor International, please contact the Communications team

About Euromonitor International's research

» With over 40 years’ experience working in developed and emerging markets, Euromonitor International’s research method is built on a unique combination of specialist industry knowledge and in-country research expertise. This approach is what enables us to achieve our goal of building a market consensus view of size, shape and trends across the full distribution universe of each category. We factor in whichever channels are relevant, from large-scale grocery to direct sellers, from discount stores to local mom-and-pop outlets.

» Should you have any questions about Euromonitor International's data, please contact the Communications team to receive more information about the company or clarifications about our research methodology.

» All Euromonitor International's data provided to the press is in US Dollars, current historic prices, constant forecast prices at fixed exchange rates, unless stated otherwise.

» Company and brand shares are provided in GBO (Global Brand Owner), unless specified otherwise in the spreadsheet, and are offered only for publication in the media outlet specified upon request. No forecast data are available for companies or brands.

Euromonitor International's definitions

» Off-trade: Refers specifically to sales through retail outlets. Off-trade sales represent total sales through the following channels: Supermarkets/Hypermarkets, Discounters, Convenience Stores, Independent Small Grocers, Forecourt Retailers, Food/Drink/Tobacco Specialists, Other Grocery Retailers, Non-Grocery Retailers, Vending, Homeshopping, Internet Retailing and Direct Selling.

» On-trade: Refers to sales through foodservice outlets, such as bars, restaurants, cafés, hotels and other catering establishments.

» CAGR: Compound annual growth rate. Refers to annual average growth, expressed in percentage terms, for either the historic or forecast period.

» Year-on-year growth: Yearly (annual) growth, expressed in percentage terms.

» Absolute growth: total growth, expressed in actual value (e.g. US$ million) or volume (million litres) rather than in percentage terms.

» Annualised growth: the growth that would occur if the movement observed in the given period were to continue for one year.

» GBO: Global Brand Owner, i.e. the ultimate owner of the brand. Typically each brand has one unique GBO across all countries, though this may change from one year to the next if companies or individual brands change owner. It is also possible that a company sells off a brand in some markets while retaining it in others, with the consequence that a single brand could have more than one GBO in the same year.

» GBN: "Global Brand Name" refers to a brand name that is used for global and cross-country analysis and consolidates different local variations or spellings of a single brand under a common name at a global or regional level.

» RSP: Retail selling price, i.e. sales at end price to the consumer, including retailer and wholesaler markups and sales tax (except in the US and Canada) and excise taxes.

» US$ (fixed ex-rate): US$ data converted from local currency using the same latest year exchange rate for each year of the historic period. The US$ % growth trend calculated from this data will, therefore, be the same as the local currency trend.

» Current prices: Value trends with inflation included, also called nominal prices.

» Constant prices: Value trends with inflation excluded, also called real terms.

» Retail Value RSP: Retail value RSP data tracks the monetary value of packaged food sales sold through retail channels, measured at retail selling prices. This includes the impact of wholesaler / distributor markups, retailer markups, and VAT on the item’s price, and essentially reflects the price the consumer pays for the product in the store.

» Retail Volume sales: Retail volume data tracks the physical volume of sales sold through retail channels, measured regarding how they are sold.

FAQs on Euromonitor International's research

What information can Euromonitor International provide to journalists?
We are happy to provide accredited journalists with access to our data, arrange interviews with our experts and share our latest analysis across industries and countries. We can offer timely analyst insights and data to support your stories:
» Market sizes, shares and forecast data as well as rankings across consumers goods and service industries
» Online product pricing data by country, category, supplier, retailer and product attribute
» Demographic, macro and socio–economic data on consumers and economies for up to 210 countries and territories
» Country reports and industry briefings to give in-depth insights to your stories
» Analysis of the most influential megatrends and disruptors shaping consumer markets
How quickly will my query be handled by your Communications team?
Currently, we respond to requests within 24 hours but many times you will hear back sooner than that.

How do you conduct your research?
We have a network of researchers in countries worldwide, tapping the best local sources and providing real local knowledge in our reporting on each national market. They are coordinated and supported by project managers, editors and analysts in our regional offices who ensure the consistency of data and interpretation across international markets. In each country, we contact multiple sources to ensure accuracy, gain different perspectives and build deeper insight. We conduct interview-based trade surveys with companies up and down the supply chain of each industry. We run outlet checks for on-the-ground information about products, pricing and promotions. We gather everything relevant from the financial, mainstream and specialist trade press, and from company annual reports and accounts, product literature and marketing materials. We also use the local trade associations and other non-official information providers plus official sources of information such as national statistical offices and government data.

Which member of the Communications team should I send my query to?
We have Communications executives available in most time zones.  If you have an urgent query and your local office is closed you can contact a Communications executive in another open office to ensure that you get the information you need prior to deadline. Contact details for the Communications executives are available here:

With offices around the world, our team has members fluent in: English, Spanish, Portuguese, French, German, Lithuanian, Russian, Arabic, Korean, Cantonese, Mandarin, Hindi and Japanese.

Data from other source/s is different from Euromonitor International's. Why?
There are many reasons why data you have might not match what we report. Very often it comes down to definitions or methodology, for example:
1) Are we looking at the same definition of product or service?
2) Are we both including the same distribution channels?
3) Are market values at RSP (Retail Selling Price) or MSP (Manufacturer Selling Price)?
4) Was your data gathered using a similar methodology?

What do you do to get your data as accurate as possible?
We conduct extensive research on the ground, closest to the best sources, to gather up the most relevant published information and a wide range of informed opinion from market players; we use experienced, well-trained analysts locally and regionally; we exchange ideas with trade sources, to make the input from interviews as strong as possible; cross-checking sources and comparing countries to benchmark trends is a huge part of every study we do; and we work closely with our clients and industry sources to expand our spec and strengthen the whole system each year.

Why does data change year-to-year?
Historic and forecast data may change in a new edition of research due to updated definitions, new categorisations or improved sources. New sources may become available that help our analysts refine their market estimates while existing sources may change their view and reporting techniques. If this is the case, we find it necessary to update the data to provide the most comprehensive and accurate estimates. It is important to recognise the fluidity of market research and data. Data is not definitive, rather estimates of the market. Because of this we review, update and reload data throughout the year, striving to improve the data to our best abilities. If you have any questions about year-on-year changes, please contact us.

What's Euromonitor International's methodology for forecasting?
Forecasts for many industries are based on statistical macro and industry demand modelling combined with intuitive local market observations that leverage the expertise of our global analyst network. The quantitative results of our econometric Industry Demand Model - incorporating Euromonitor International’s Macro Model to show how regularly updated macroeconomic expectations and hypothetical scenarios can impact sales forecasts – allows us to blend statistical modelling with our judgement-based predictions reflecting local industry consensus. This way we get the best of both worlds, with the expertise and insights provided by our global analyst network has given a statistical underpinning by our Industry Demand Model. Individual analysts work closely with the Industry Demand Model to ensure it remains consistent with empirical observations, therefore, guaranteeing that quantitative and intuitive expectations fully complement each other. For those industries that do not yet have an Industry Demand Model, we employ our established judgement-based forecasting approach to capture and reflect local industry consensus on future sales expectations.

How often do you update data?
Each industry or country or consumer issue is updated at least annually, though we may reload the data throughout the year to ensure accuracy. Data is updated at different times throughout the year based on our research schedule.

For more information about Euromonitor International's methodology, visit

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