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Nikki Ross
Senior Reports LeadLondon
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.
Expertise
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Inside the AI Recommendation Shelf: How Brands Get Discovered
Two in three consumers globally are using ChatGPT to search for products, according to Euromonitor International's Voice of the Consumer: Digital Shopper Survey, fielded March 2026. Unlike traditional search, where shoppers navigate pages of results, AI assistants narrow the consideration set to a smaller selection of products. Understanding how a brand enters and exits a recommendation is therefore becoming a crucial new dimension of digital visibility. To explore this, Euromonitor tested 1,000 shopper-style scalp care prompts across ChatGPT and Gemini in the UK and US, varying persona, tone, and writing style. Every response was coded for the brands mentioned, the language used to describe them, and the sources cited.
Article
The Rise of Chinese Beverage Brands in Southeast Asia
Southeast Asia remains an attractive region for Chinese beverage companies to expand and grow their global footprint. Following the footsteps of Chinese coffee and tea shops like Luckin and Chagee, beverage players like Eastroc Beverages and Nongfu Spring are expanding into Southeast Asia, becoming global beverage brands. Retail value sales of soft drinks in Southeast Asia will record a 3% CAGR over 2025-2030, hitting USD29.7 billion in 2030.
