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Adhitya Nugroho

Senior Research Manager

Singapore

Indonesian, English

Adhitya is based in Singapore, where he leads Euromonitor's food, beverages, nicotine and cannabis research operations in Southeast Asia. He drives research strategy by executing global business needs with a deep contextual understanding of local insight, where every national market has its own unique character.

Adhitya has more than 15 years of experience in the research industry, with a focus spanning across the dynamic markets of Southeast Asia and multiple industries. Adhitya advises clients across fmcg industries. He has a strong interest in government policy and regulations - industry drivers across the region. ​His insights have been widely quoted via Asia One, CNBC, and Bloomberg, amongst others, and he regularly presents at industry conferences across Asia.

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.

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Head of Research: Product Development and Training