Follow:

Sarah Wood

Research Analyst

London

English

Sarah is a Research Analyst working across a range of industries. She is based in London.

Sarah's research focus to date has covered industries across home and technology and drinks and tobacco. She has also worked closely with the company's Consulting department. Prior to joining Euromonitor, Sarah completed her master's degree at UCL in London, after which she worked for a software company for a year before moving into research.

Related to Alcoholic 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.

Author image
Head of Research: Product Development and Training