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.
Singapore
English, Indonesian
Aileen is a Consultant at Euromonitor International, based in the company's Singapore office, with a focus on food, drinks, and tobacco research for Southeast Asia. She specialises in alternative foods and ingredients, food technology, nutrition and sustainability.
Aileen is an integral part of the global central project team for ingredients research. As part of this remit, she is involved in mentoring and setting up ingredients research across 15 offices. Aileen graduated with a bachelor's degree in Food Science and Technology from the National University of Singapore prior to joining Euromonitor International.
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.