Nadejda Popova
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Nadejda Popova

Global Head - Loyalty

Headquarters - London

English, Bulgarian, Spanish, Castilian, French, Russian

Nadejda leads Euromonitor's new, innovative Loyalty offering. In this role, she delivers thought leadership insights to help companies understand customer preferences and sentiment, evaluate industry trends and technological impacts, outline effective roadmaps to accelerate growth opportunities and inspire informed actions.

Nadejda has a cross-industry focus on the evolving role of customer loyalty and its intersection with fintech and the digital economy at large. Key topics and focus areas include customer loyalty, reward programs, customer retention and customer experience. Nadejda has extensive experience in project management, particularly in the travel and tourism industry and investment banking.

Expertise

I am a strategist, with effective problem-solving skills, who helps generate innovative ideas and thought leadership content to maximise business growth and improve competitive advantage.

Related to Innovation

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.

Innovation Soft Drinks
Author image
Jared Conway
Head of Research: Product Development and Training
Article

Ingredient Spotlight: What SKU Level Tracking Reveals About Bakuchiol's Evolution

Euromonitor’s Ingredient Spotlight series explores how ingredients evolve across beauty and personal care through SKU-level tracking of products, categories and markets. In this article, we focus on bakuchiol, examining its growing adoption beyond core Western markets, continued concentration in skin care and evolving role within formulations. The article also demonstrates how combining ingredient tracking with insights from Euromonitor’s Innovation System can reveal how brands deploy ingredients within new product launches, monitor retail expansion and identify the strategies driving commercial success. Together, these tools provide a deeper view of ingredient trends, innovation and competitive positioning.

Ingredients Innovation
Author image
Jared Conway
Head of Research: Product Development and Training
Article

Unlocking Innovation in Vitamins and Dietary Supplements with Premium Health Claim Combinations

As innovation in the US vitamins and dietary supplements market becomes more selective, brands must justify value more clearly at launch. This article examines how health claims and, particularly, claim combinations serve as a key mechanism for communicating that value. Using a large SKU-level dataset, the analysis identifies which combinations are most closely associated with higher pricing, highlighting the growing importance of claim architecture in supporting premium positioning.

Innovation Health and Beauty
Author image
Jared Conway
Head of Research: Product Development and Training

Events

In person Past event
4 November 2025 09:30 GMT

World Travel Market London 2025

UK - ExCeL, London

WTM London 2025, the leading global event for travel professionals, held 4–6 November at ExCeL London. This year’s programme explores six key tracks: Sustainability, Technology, DEAI, Marketing, Geo-Economics, and Travel Trends—all designed to reimagine travel in a changing world. Expect expert-led sessions, immersive experiences, and cutting-edge insights.

Travel
Speakers: Stephen Dutton, Nadejda Popova
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