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.
Dubai
English, Russian
Alexandra is a part of the research team in Euromonitor's Dubai office, where she works on drinks and tobacco. She performs direct research and commissions research, supervising in-country analysts.
Alexandra is responsible for collecting, building and analysing data, providing clients with insights on industry trends, companies and brands and consumer trends. Alexandra's main point of interest is client engagement. Alexandra comes to Euromonitor with a background of international experience in research and trade-marketing, on both client and agency sides, in fmcg.
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.