Dmitrij Gerok
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Dmitrij Gerok

Senior Analyst

Vilnius

English, Lithuanian, Russian

Dmitrij creates drinks and tobacco related content, and assists research through the use of programming tools for market research in Eastern Europe (for example, web scraping and data engineering). He conducts automatic data quality control for the drinks and tobacco industries in Eastern Europe and for alcoholic drinks globally. He is also a member of the alcoholic drinks central project team.

Dmitrij advices clients across alcoholic drinks, soft drinks, hot drinks, tobacco and cannabis in Eastern Europe. He has a particular interest in applying data science and technology in market research. He has additional experience and interest in Euromonitor's VIA system. During his time at Euromonitor, Dmitrij has also researched retailing, food and nutrition and consumer foodservice. He also assisted in creating the company's eSports dashboard.

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.

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Head of Research: Product Development and Training