Amazing accuracy for covid forecasts
Praise where praise is due. How accurate were your covid forecasts? In April 2020, I believed the Zenith team had made an intelligent assessment, allowing for as many variables as possible. We produced a best case, mid-point and worst case range.
For UK water drinks in 2020, we projected a best case of:
These estimates were in complete contrast to previous trends and were made early on in the first lockdown.
So, what were our findings a year later, after contacting all the major players and many smaller businesses?
I still find the degree of accuracy hard to imagine, but this is what the Zenith team, led by Robin Bell and Christina Avison, achieved:
Hats off and glasses raised.