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Nikki Ross

Senior Reports Lead

Headquarters - London

English

Based out of London, Nikki's approachability, communication style, and desire to help, ensure close working relationships with colleagues, assisting with the smooth running of their projects, and ensuring delivery deadlines are met across all content types.

Nikki Ross is Senior Reports Lead at Euromonitor International, having joined in 2016 after a decade working as a freelance proofreader for the company. Her current role involves coordinating the proofreading and editing of all briefings published to Passport and all Consulting projects, across offices and industries. In addition to these core responsibilities, she is also responsible for proofreading and publishing all research content on e.com. Having worked on Euromonitor country reports as a freelance proofreader for a decade prior to joining The Reports Team, Nikki came with a solid foundation upon which to build her understanding across all content types.

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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
Article

El Niño's Potential Impact on Latin American Consumer Goods

A very strong El Niño event, very likely to occur in late 2026 and/or early 2027, could affect agriculture, food prices, energy demand and supply chains across Latin America. Heavy rains can disrupt crops and logistics, reduced harvests can increase food prices, heat can lift cooling needs, and damage to transport routes or production lines can affect product availability. The last major El Niño event, in 2023-2024, brought record global heat, severe droughts, wildfires and extreme rainfall, generating economic and food security impacts.

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Senior Consultant
Article

GenAI Search Is Disrupting Brands - But Not All Brands Equally

Generative AI is changing how consumers discover, compare and choose products. Globally, AI-driven referrals grew 302% in 2025, while every other source combined grew 40% - according to Euromonitor International, E-Commerce. ChatGPT, Google Gemini and Perplexity are reshaping search, while retailer-led assistants such as Amazon’s Rufus, now integrated into Alexa for Shopping are bringing conversational and intent led discovery directly into commerce.

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Global Insight Manager: E-Commerce