No claim, no gain: Winning your category with irrefutable data
Join this fireside chat with Euromonitor and Colgate-Palmolive to see how credible claims help you drive top-line gains.
Mexico City
Spanish, Castilian, English
Beatriz is a Research and Insights Analyst focused primarily on the food and beverages industries in Mexico.
Beatriz has research experience in many industries, working with several sources of information and engaging with a wide range of market players along the value chain of these industries. Previously, Beatriz worked as an in-country analyst for Euromonitor for over ten years, accruing in-depth knowledge and extensive local insight and understanding of the Mexican market. Prior to this she was part of the Technical Secretary's team at the Mexican Ministry of Economy.
Join this fireside chat with Euromonitor and Colgate-Palmolive to see how credible claims help you drive top-line gains.
Coffee has long been one of the world’s most established sources of everyday energy but is facing increasing competition. Modern consumers are seeking greater control over their energy, focus and wellbeing, while energy drinks and supplements often communicate their functional benefits more explicitly.
Not all health claims create value equally. By analysing the survival of thousands of US soft drink SKUs between 2023 and 2026, Euromonitor International's Product Survival Model reveals how the same claim can be associated with stronger product longevity in one category and weaker performance in another. Using immune health and sugar reduction as examples, this article highlights why category context matters and why popular claims do not automatically translate into survivability. It also shows how identifying claims with no measurable impact can be just as valuable, helping innovation teams make more informed formulation, communication and SKU optimisation decisions.