Stella Vatcheva
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Stella Vatcheva

Director, Innovation

London

English, Bulgarian

In her role as Director, Innovation, Stella oversees both Euromonitor's Consulting Innovation portfolio, as well as the development and delivery of the new Passport Innovation product.

Stella works closely with strategy- and growth-focused clients across the innovation stage-gate process. This collaboration extends from identifying key pillars for future innovation, assessing market potential, making the business case for new product development, evaluating alternative business models and tailoring a go-to-market strategy for product launch. Stella’s experience spans across 200+ custom projects for multinationals and dynamic start-ups alike. The breadth of her cross-industry knowledge and broad geographic experience enables her to identify early signals of industry threats, understand strategic thinking across the organisational chart, and partner with clients to proactively address these issues.

Expertise

Related to Innovation

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
Article

Ingredient Spotlight: What SKU Level Tracking Reveals About Bakuchiol's Evolution

Euromonitor’s Ingredient Spotlight series explores how ingredients evolve across beauty and personal care through SKU-level tracking of products, categories and markets. In this article, we focus on bakuchiol, examining its growing adoption beyond core Western markets, continued concentration in skin care and evolving role within formulations. The article also demonstrates how combining ingredient tracking with insights from Euromonitor’s Innovation System can reveal how brands deploy ingredients within new product launches, monitor retail expansion and identify the strategies driving commercial success. Together, these tools provide a deeper view of ingredient trends, innovation and competitive positioning.

Ingredients Innovation
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Jared Conway
Head of Research: Product Development and Training
Article

Unlocking Innovation in Vitamins and Dietary Supplements with Premium Health Claim Combinations

As innovation in the US vitamins and dietary supplements market becomes more selective, brands must justify value more clearly at launch. This article examines how health claims and, particularly, claim combinations serve as a key mechanism for communicating that value. Using a large SKU-level dataset, the analysis identifies which combinations are most closely associated with higher pricing, highlighting the growing importance of claim architecture in supporting premium positioning.

Innovation Health and Beauty
Author image
Jared Conway
Head of Research: Product Development and Training
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