Consumption in Russia - 2021

This report presents the latest consumer insights in Russia and gives a detailed overview of the impact of COVID-19 on shopping habits.

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We are pleased to present the findings of our third annual study of consumer activity in Russia. We hope that our findings will be useful for businesses as they develop strategies to serve existing and prospective customers.

The shift towards online shopping continues at pace

COVID-19 is still the key factor driving consumer habits in Russia.

Share of respondents who:
Purchased goods online:

2019
87%
2021
97%

Ordered ready-to-eat food online

2019
38%
2020
58%
2021
65%

Purchased food online

2019
36%
2021
64%
The sustainability of goods and packaging are influencing consumers’ final purchasing decisions
Eco-friendly goods and packaging are another emerging trend. Russians are becoming increasingly mindful of the environment and are moving towards conscious consumption.
30%
are prepared to spend more on eco-friendly goods (+9 pp over the last two years)
24%
stated that the eco-friendliness of goods and packaging influence their final purchasing decisions
66%
check product ingredients when buying food
COVID-19 is still affecting the catering sector
The share of Russians dining out at public eateries has been on the rise since 2019; however, the frequency of visits has decreased significantly from five to three times per month.
The share of Russians who eat out in fast food outlets and restaurants
79%
2019
88%
2020
91%
2021
The breakdown of Russians’ budgets remains largely unchanged from last year
Similarly to 2020, the average respondent spends the bulk of their budget on food (29 percent) and mandatory payments (23 percent). The remaining budget is more or less evenly distributed among other expense categories.
Our respondents were most likely to be cutting back their spending on alcohol, ready-to-eat food and leisure

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Please contact us if you need an extended version of the report.

Contact information

Oxana Zhupina
Consumer Products Industry Group Leader
Ekaterina Trofimova
Financial Services Industry Leader, CIS
Ekaterina Kirasirova
Consumer Group Coordinator
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