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.
Düsseldorf
English, Portuguese, Spanish, Castilian
Ana is a Research Consultant in Euromonitor's Düsseldorf office, where she covers client insights in the fashion and lifestyle industries across the DACH region.
In addition to her specialism of fashion and lifestyles, Ana has extensive experience in European and Asian markets, which enables her to provide actionable insights to businesses on addressing consumer trends. With over fifteen years of experience in consumer products and services marketing and an MBA in Marketing and Strategic Management, Ana relocated from Asia to join Euromonitor's Düsseldorf office in 2022.
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.
For professionals involved in the development, manufacture, supply, testing, regulation, and commercialisation of wipes products, Global Outlook for Wipes (GO Wipes) 2026 remains the essential annual meeting place for the industry.