Lilija Vladykina
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Lilija Vladykina

Consultant

Vilnius

English, Lithuanian, Russian

Experienced in various services and payments industries, Lilija leads Euromonitor’s travel research across Central Eastern European markets, and helps facilitate research and insights on airlines at a global level.

Lilija advises clients across the business of travel, from national tourism offices to airlines and travel intermediaries. Her expertise and interests cover a range of topics, including travel, but also extending to consumer foodservice, consumer behaviour and consumer loyalty. Prior to joining Euromonitor in Vilnius, Lilija worked as an in-country analyst, covering various fmcg industries, with a primary focus on services and payments industries across Eastern Europe. This background, with a direct involvement in in-the-field research, places her in a very strong position to carry out her current role.

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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