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Diego Borjas
Research AnalystSantiago
English, Spanish, Castilian, Portuguese
Diego manages an international team of research analysts that cover drinks and tobacco industries in Latin America, and he is responsible for Euromonitor’s relationship with some of the most important companies in the region. He has a deep understanding of corporate activity and consumer trends, and he specialises in identifying opportunities and challenges that companies should consider in order to maintain a competitive advantage.
Diego's specific areas of expertise include the soft drinks, hot drinks, alcoholic drinks, tobacco and cannabis industries in Latin America. Diego started working in research at Euromonitor in 2021, bringing with him a diverse knowledge background, having worked previously in the luxury hospitality and travel industry for almost a decade.
Expertise
Related to Drinks
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What Product Survival Analysis Reveals About Health Claims in Soft Drinks
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.
