European Staples Key highlights from AI in Staples, Strategies & Opportunities event

Research evidence excerpt

European Staples Key highlights from AI in Staples, Strategies & Opportunities event

J P M O R G A N Europe Equity Research

10 June 2026

European Staples

Key highlights from AI in Staples, Strategies &

Opportunities event

Last week we hosted an event with investors, experts and corporates (we were European Food Producers,

joined by technology officers from Danone, Reckitt and Pernod Ricard) on AI Household & Personal Care

Strategies and Opportunities for the Staples sector. The key tests for staples Products, Beverages & Tobacco

companies are 1/ Whether they are strategic and ambitious enough in deploying AI. Celine Pannuti, CFA AC

2/ That companies have clean, quality data, platforms and internal systems (44-20) 7134-7123

(according to our consultant AI success depends : 10% on the technology, 20% on celine.pannuti@jpmorgan.com

the data, 70% on change management). 3/ In an agentic commerce world, key areas Edward G Hockin AC

of focus should be making product attributes readable and strategically making (44-20) 7742-6937

edward.hockin@jpmorgan.com

some data available for agents to draw from to recommend product. Overall, AI

Samuel Lewis

tools have the capacity to fuel significant gross savings in labour and non-working

samuel.lewis@jpmorgan.com

media spend, albeit there is uncertainty on the degree companies will be able to J.P. Morgan Securities plc

hold onto this and to what extent this may be offset by technology spend or give

back into pricing. Whilst on revenues, AI tools can be seen as an enabler for Specialist Sales contact details:

competitiveness with the potential to accelerate innovation, deliver targetted Olivia Petronilho - Specialist Sales -

content and optimize trade spend. Net-net, technology is developing fast and AI European Consumer