Mark Strobel
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Mark Strobel

Research Manager

Chicago

English, Spanish, Castilian

Mark manages a team of analysts responsible for conducting market research, producing analysis, and engaging with clients across these industries. Mark also advises clients across several sectors within these industries in the US and Canada, with a passion for pragmatic market forecasting.

Mark Strobel is a Senior Research Manager at Euromonitor International with a focus on food and beverage industries. More specifically, Mark oversees the North American research across packaged and fresh food, alcoholic and non-alcoholic drinks, tobacco and cannabis, as well as pet care. Mark has been working in international market research since 2007 and has a background in various consumer goods industries. He earned a bachelor’s degree in Economics from Bates College in Lewiston, Maine and studied at Pontificia Universidad Católica de Valparaíso in Chile.

Expertise

Related to Drinks

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.

Innovation Soft Drinks
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Jared Conway
Head of Research: Product Development and Training
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