Jekaterina Smirnova
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Jekaterina Smirnova

Consultant

Vilnius

English, Lithuanian, Russian

Jekaterina is a Consultant at Euromonitor International based in Vilnius with a focus on services and payments industries. 

Jekaterina works in research covering consumer foodservice, travel and consumer finance. She is responsible for providing strategic analyses, monitoring trends, as well as conducting and managing the research process across Nordic markets. She has a special interest in consumer foodservice and aims to build definitive, global expertise in this industry. Jekaterina graduated from The Aarhus University School of Business and Social Sciences, where she obtained her bachelor’s degree and master’s degree in Economics and Business Administration and Marketing.

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Three Key Trends Defining Consumer Spending

The pressure on household budgets is not easing in 2026. Consumers are not spending less so much as spending differently, reallocating with intent and resetting category hierarchies as they go. Three major shifts will define where the money moves this year: macro shocks, that now hit wallets in days; the consumer pool, which is splitting in two; and time becoming the currency brands compete for.

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Senior Global Insight Manager: Consumers