Vitalij Vladykin
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Vitalij Vladykin

Senior Research Manager

Vilnius

English, Lithuanian, Russian

Vitalij is a Senior Research Manager at Euromonitor International. Based in Vilnius, he is responsible for managing a team of experienced analysts, who conduct research into services and payments and retail industries in Eastern Europe and Nordic countries.

Vitalij advises clients across a range of categories in retail, foodservice, travel and payments on changing consumer preferences, digitalisation and channels shifts, amongst other key trends. Prior to joining Euromonitor International, Vitalij gained experience in the banking sphere, where he was responsible for supporting corporate customers.

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Article

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.

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Global Insight Manager: E-Commerce
Article

Prime Days 2026 Signal Saturation in the US Though Many Brands Gain

This year, when Amazon moved its Prime Day period from July to June, competitors again followed, though sales declined for Amazon when comparing June 2026 to July 2025 among industry categories tracked by Euromonitor. Only beauty and personal care realised gains, growing 1.6% overall. Nevertheless, Prime Day still offered a lift for many brands, revealing a consumer cohort on the lookout for niche labels marketing clean ingredients, non-toxic formulations, and wellness.

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Research Analyst