Guilherme Machado
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Guilherme Machado

Research Manager

São Paulo

Portuguese, English

Guilherme Machado is a Research Manager at Euromonitor in Brazil. He prepares analytical content on performance and trends across a range of industries, spanning beauty and fashion, beverages and tobacco, food and nutrition, home and technology and services and payments.

Guilherme Machado has a bachelor's degree in Social Communication with an emphasis on marketing and business from ESPM (Escola Superior de Propaganda e Marketing) in São Paulo, a specialist in Communication Management from the University of São Paulo and a specialist in Fashion Business from SENAC / SP. He has fifteen years of experience in market intelligence and business consulting. Guilherme Machado previously worked in other research companies, gathering knowledge in market analysis via a range of different methodologies, including retailer panel and household panel.

Expertise

Related to

Article

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.

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El Niño's Potential Impact on Latin American Consumer Goods

A very strong El Niño event, very likely to occur in late 2026 and/or early 2027, could affect agriculture, food prices, energy demand and supply chains across Latin America. Heavy rains can disrupt crops and logistics, reduced harvests can increase food prices, heat can lift cooling needs, and damage to transport routes or production lines can affect product availability. The last major El Niño event, in 2023-2024, brought record global heat, severe droughts, wildfires and extreme rainfall, generating economic and food security impacts.

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Carmen Silva
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GenAI Search Is Disrupting Brands - But Not All Brands Equally

Generative AI is changing how consumers discover, compare and choose products. Globally, AI-driven referrals grew 302% in 2025, while every other source combined grew 40% - according to Euromonitor International, E-Commerce. ChatGPT, Google Gemini and Perplexity are reshaping search, while retailer-led assistants such as Amazon’s Rufus, now integrated into Alexa for Shopping are bringing conversational and intent led discovery directly into commerce.

Digital
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Rabia Yasmeen
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