Consumer Activity Dynamics Amid Falling Real Household Incomes

Consumer activity dynamics
amid falling real household incomes

Consumption in Russia
Deloitte CIS Research Center
Moscow 2019
Consumption in Russia – 2019
Contents
01 Introduction
02 Research methodology
01 Introduction 3 03 Key findings
04 Consumption metrics
in Russia
02 Research methodology 4
05 Food
06 Cosmetics and perfumes

03 Key findings 5
07 Alcoholic beverages
08 Catering
04 Consumption metrics in Russia 15
09 Clothing and footwear
05 Consumer activity 10 Consumer electronics

Food 28 and home appliances
Cosmetics and perfumes 36
11 Baby and children’s products
Alcoholic beverages 44
Catering 53
Clothing and footwear 61
12 Appendix
Consumer electronics and home appliances 67
Baby and children’s products 75 13 Contacts
06 Appendix 79
07 Contacts 84
02
Introduction
01 Introduction
We are pleased to present the findings
03 Key findings
of our comprehensive study of consumer activity in Russia.
Looking back two decades, we will see how to increase it any further, and as a result, We expect that our findings will in Russia
dramatically Russians’ consumption habits the consumer sector is feeling the full be useful for businesses that are developing
have changed during this time. A relatively force of these challenges. Consumer goods strategies to serve their current 05 Food
long period of growth in disposable incomes companies must sustain the same standard and prospective customers.
and the availability of credit drove up effective of service while dealing with declining turnover 06 Cosmetics and perfumes
demand. Consumer sector companies and profitability. For this reason, understanding We would be pleased to prepare
Oxana Zhupina readily responded to the growing demands the needs of end-customers and identifying for you an exclusive version of the report
Partner of the population, increasing the range what is most important to them when (tailored to your customers’ goals 07 Alcoholic beverages
Consumer Business of products and services, improving quality, shopping has become an increasingly critical and objectives) comprising an in-depth
Group Leader and expanding their retail networks. part of developing a business development data analysis and highlighting significant 08 Catering
Deloitte CIS strategy in this new environment. distinctions by federal districts, major cities
However, we are now seeing a decline (Moscow and St. Petersburg, million-plus cities, 09 Clothing and footwear
in real incomes for the fifth consecutive year. As a result, the changing consumption and cities with less than one million residents),
At the same time, Russians are in no hurry landscape in Russia prompted us to launch as well as by various socio-demographic 10 Consumer electronics
to change their existing consumer habits: the first comprehensive research study groups and other social categories. and home appliances
they aspire to maintain the current level on consumer activity in Russia. In our study
of consumption while still imposing we took a detailed look at how purchases If you are interested in receiving an exclusive
high demands on retailers. They initially are made across different product version of this report, please contact us at:
sustained their consumption by spending categories, and analyzed the attitudes cisresearchteam@deloitte.ru
12 Appendix
savings and taking out loans, meaning that of Russian respondents to legal initiatives
consumer goods companies were insulated that have an important impact on the retail 13 Contacts
from the decline in incomes for some time market. We also identified the extent
and continued increasing turnover. However, of Russian consumers’ concerns
by 2019, the population’s debt burden has about the ethical treatment of animals
reached such a level that it would be difficult and the level of support for a green economy.
03
Research methodology
01 Introduction
Purpose of research Research goals Data collection methods Legend
Analysis of consumption trends In our research we used the following qualitative 03 Key findings
•• Highlight the nature of consumption
and specifics in Russia and quantitative data collection methods: Men
trends in Russia in 2019;
•• Online sample surveys that match Women 04 Consumption metrics
Target audience •• Take a detailed look at the behavior in Russia
the socio‑demographic profile of the Russian
Russians aged 18+, who are Internet of consumers making purchases Unemployed respondents
population (1,600 respondents);
users (data acquisition method) in various product categories; 05 Food
[hereafter – residents of Russia, Russians*] •• Expert interviews with representatives Employed respondents
•• Develop a typical shopper profile;
of leading consumer sector companies. 06 Cosmetics and perfumes
High income
•• Analyze preferred buying methods,
as well as the preferred origin Sampling Medium income
of purchased goods; A multistage and stratified 07 Alcoholic beverages
Low income
sample of the Russian population
•• Review online purchasing patterns; 08 Catering
by gender, age, and the type of population Cities (over 1 million people)
•• Examine shopper attitudes to Russian center – 1,600 persons representing
legislative initiatives that are likely eight federal districts, 46 regions, Cities (500,000 – 1 million people) 09 Clothing and footwear
to affect the consumer industry; and at least 250 population centers.
Cities (less than 500,000 people)
•• Identify the concerns of Russian
10 Consumer electronics
Secondary or incomplete secondary education and home appliances
consumers with respect to the ethical
treatment of animals. Higher education, academic degree 11 Baby and children’s products
12 Appendix
13 Contacts
* According to WCIOM (Russian Public Opinion Research Center), Internet penetration among 18+ Russians was 81 percent in 2018. Among 18–24 year old Russians, Internet penetration was 97 percent.
04
Key findings
01 Introduction
03 Key findings
in Russia
05 Food
08 Catering
and home appliances
12 Appendix
13 Contacts
05
Consumption in Russia – 2019 | Key findings
Consumption metrics
01 Introduction
Type of purchase 02 Research methodology
30 %
of Russian buyers
are shopping enthusiasts 87 %
make online purchases
03 Key findings
51
who enjoy shopping
even when they do not make online purchases in Russia
need to buy anything % at least once a month
05 Food
40
The percentage The percentage of Russian shoppers Goods most frequently bought during sales events
of discount hunters using sales events to make purchases
% (Russian shoppers who In traditional In online 07 Alcoholic beverages
Cyber Monday 15%
plan to make purchases stores: stores:
Black Friday 30%
during sales events) 08 Catering
New Year sales events 52%
Other sales events 61% 67% 59% 52% 30% 30% 25% 09 Clothing and footwear
food home alcoholic clothing home cosmetics
care beverages and appliances
products footwear and consumer 10 Consumer electronics
electronics and home appliances
Change in purchasing activity Product categories purchased in stores abroad
12 Appendix
Higher shopping Food, as well as baby and children’s products More often: More rarely:
13 Contacts
frequency (both online and in traditional stores)
Lower shopping Going to bars and restaurants, as well as buying

frequency clothing and footwear in traditional stores perfumes clothing home food ready- alcoholic
and and appliances to-eat beverages
cosmetics footwear and consumer meals
electronics
06
Consumption metrics
01 Introduction
Current structure Desirable shifts Product categories where shoppers 02 Research methodology
of the family budget in the family budget prefer to cut back on expenses
03 Key findings
•• Mandatory payments 25% A decrease in obligatory More often: More rarely:
payments (by 12 pp)
•• Food (including alcohol) 31% 04 Consumption metrics
and food spending (by 7 pp) in Russia
•• Clothes and footwear 12%
05 Food
•• Consumer electronics 8%
An increase in the share
of leisure spending (by 7 pp)
74% 76% 39% 49%
and home appliances alcoholic going to public medicines baby and children’s
and savings (by 8 pp) beverages eating places products/toys 06 Cosmetics and perfumes
•• Leisure and tourism 9%
•• Other expenses 9% 07 Alcoholic beverages

•• Savings 6%
08 Catering

Poor quality goods Counterfeit goods
50 40
of the respondents More likely of the respondents More likely and home appliances
to be poor quality: to be counterfeit:
were offered low were offered
% % 11 Baby and children’s products
quality products counterfeit goods
in the past six months
12 Appendix
39% 17% 13% 22% 16% 15% 13 Contacts

food clothing ready- alcoholic clothing perfumes
and to-eat beverages and
footwear meals footwear
07
Food
01 Introduction
21
Satisfaction rate The most preferred of Russian shoppers 02 Research methodology
for the last purchase purchase method positively view eco-labeled
The typical % goods and are ready to buy 03 Key findings
shopper profile Product quality Store quality Hypermarkets and supermarkets
them even if the price
4.10 4.15
•• Frozen food products is significantly higher
Traditional store
•• Fish 04 Consumption metrics
(99% of Russians) compared to similar products in Russia
out of 5 out of 5 •• Sausage products
•• Female 05 Food
Convenience stores The eco label is most sought after
•• Aged 26–45
•• Non-alcoholic beverages and juices in the following product categories:
•• Employed Geography of products preferred to be bought abroad 06 Cosmetics and perfumes
•• Grocery
•• At least •• Milk products
More often: More rarely:
of average
financial Pasta products Bread and bakery products Next-door groceries milk fresh fruit chilled or frozen
•• Southern Europe – 81% •• Bread and bakery products products and vegetables meat 08 Catering
standing Chilled or frozen meat
•• Western Europe – 11% •• Confectionery
Online store Milk products •• Fresh fruit and vegetables 09 Clothing and footwear
Fresh fruit and vegetables
88
(36% of Russians)
•• Southern Europe – 27% Online stores regularly check 10 Consumer electronics
•• Male •• South America – 22% the expiration date and home appliances
•• Bottled water %
•• Aged 18–35 Frozen or canned fruit
68
•• Confectionery 11 Baby and children’s products
and vegetables •• Fresh fruit and vegetables regularly check
•• Employed
•• Eastern Europe % the ingredients 12 Appendix
•• At least
and the CIS – 14%
50
of average
•• Western Europe – 14% regularly check 13 Contacts
financial
standing % the country of origin
08
Cosmetics and perfumes

01 Introduction
Specifics of cosmetics Willingness to buy cosmetics and perfumes depending 02 Research methodology
and perfume consumption on the region/‌country of origin and price
The typical 03 Key findings
25
shopper profile of the respondents prefer China Japan
natural cosmetics and
Traditional store
%
0.60 0.82 04 Consumption metrics
(91% of Russians) are prepared to buy them even in Russia
if they are significantly more Thailand Korea Russia
•• Female expensive than similar goods 05 Food
0.51 0.87 1.81
•• Aged 26–55
49
Arab countries United States Europe
of Russian shoppers 06 Cosmetics and perfumes
•• Employed oppose cosmetics 0.47 1.06 1.87
% testing on animals
•• At least
of average
financial 0 1 2 3
Not ready to buy Ready to buy Ready to buy brands Ready to buy brands 08 Catering
standing
Top three criteria for choosing an online store brands from this region/‌ brands from this region/ from this region/country from this region/
Online store
country at any price country at a lower price at a comparable price country even 09 Clothing and footwear
72
at a higher price
(50% of Russians)
Affordable prices 10 Consumer electronics
•• Female % and home appliances
49
•• Aged 26–35 •• The average Russian prefers European
and Russian brands and will choose them
•• Employed Availability of discounts
% if there is no price difference with similar
products from other countries.
12 Appendix
•• At least
42
of average •• American, Japanese and Korean brands
Positive feedback 13 Contacts
financial are less popular: Russians will choose
%
standing them if they are cheaper than European
and Russian equivalents.
•• Russian are only willing to purchase Middle

Eastern, Thai and Chinese brands if they
are significantly cheaper than equivalents
produced in other countries.
09
Alcoholic beverages
01 Introduction
Specifics of alcoholic The most in demand alcoholic beverages Level of trust in stores 02 Research methodology
beverages consumption
High level of concern
49
The typical
of the respondents believe 03 Key findings
shopper profile High percentage of the respondents
they are well aware of the
% concerned with the risk of buying 04 Consumption metrics
Traditional store
(82% of Russians)
quality of alcohol and feel
confident in their choice
63% 59% 45% 41% 36% counterfeit alcohol in stores in Russia
beer wine cognac sparkling vodka
when making purchases
•• Male wine Online stores 05 Food
•• Aged 26–45
Next-door groceries
Alcohol categories Attitude to online alcohol sales Least credible for a Russian buyer of alcohol 06 Cosmetics and perfumes
•• Employed
44 43
from which Russian buyers
prefer to purchase imported beverages Duty Free
•• At least Supported Opposed 07 Alcoholic beverages
of average
Whiskey by % by % Most credible for Russian buyers of alcohol
financial 08 Catering
standing •• Northern Europe – 50% Reasons: Reasons:
•• North America – 29%
•• Convenience of purchases •• Risk of selling alcohol Attitude to the resumption 09 Clothing and footwear
Vermouth (20%) to underage buyers (30%) of alcohol advertising broadcasts
1
•• Lower prices (13%) •• Potential online alcohol
•• Southern Europe – 53% 10 Consumer electronics
•• Western Europe – 30% •• Comparability of prices advertising growth (5%) and home appliances
in different stores (11%) Supported by out of 5
Liqueur 11 Baby and children’s products
3
•• Western Europe – 41%
•• Southern Europe – 26% 12 Appendix
39
Opposed by out of 5
1
13 Contacts
%
of the respondents would buy alcohol online Indifferent out of 5
10
Catering
01 Introduction
85
of the respondents The most in demand
The typical % visit public eating places food delivery services The typical 03 Key findings
63
visitor profile shopper profile
Visiting times Food delivery services
Fast-food cafes for public eating place % owned by restaurants Ready-to- 04 Consumption metrics
(79% of Russians) eat food in Russia
31
•• During lunch in traditional
•• Male breaks: 72 percent 05 Food
Delivery Club stores
•• Aged 18–25 of the respondents, % (78% of Russians)
seven times per month 06 Cosmetics and perfumes
26
•• Employed on average •• Male
•• At least Yandex.Eda •• Aged 18–45

•• On weekends or special % 07 Alcoholic beverages
of average occasions: 90 percent •• Employed
financial of the respondents, 08 Catering
standing once a month on average •• At least
of average
Restaurants •• On weekdays after financial
and bars work: 71 percent standing
(75% of Russians) of the respondents, 10 Consumer electronics
three times per month Ready-to-eat and home appliances
•• Male on average food online 11 Baby and children’s products
•• Aged 18–35 (38% of Russians)
•• Employed •• Male 12 Appendix

•• At least •• Aged 18–35
13 Contacts
of average
•• Employed
financial
standing •• At least
of average
financial
standing
11
Clothing and footwear

01 Introduction
Store selection preferences 02 Research methodology
47 20 21
The typical prefer prefer prefer 03 Key findings
shopper profile to make purchases to make purchases to make purchases
% in shopping malls % in multi-brand stores % in mono-brand stores
Traditional store 04 Consumption metrics
(97% of Russians) in Russia
•• Female 05 Food
•• Aged 26–35 Highlights of clothing and footwear buying patterns
30 72
•• Employed of the respondents are brand prefer
•• At least loyalists (they buy clothing animal-free
% and footwear from one % clothing 07 Alcoholic beverages
of average
financial or several favorite brands) and footwear
08 Catering
standing
35 25
do not of the respondents
pay attention aged 18–25 09 Clothing and footwear
Online store
% to brands % opt for buying animal-free
(68% of Russians)
clothing and footwear 10 Consumer electronics
•• Female and home appliances
•• Aged 18–35 11 Baby and children’s products
•• Employed
12 Appendix
•• At least
of average 13 Contacts
financial
standing
12
Consumer electronics and home appliances

01 Introduction
Store selection preferences 02 Research methodology
48 35 4
The typical prefer prefer prefer The typical 03 Key findings
shopper profile to make purchases to make purchases to make purchases brand loyalist
% % % profile
in shopping malls in multi-brand stores in mono-brand stores
in Russia
38
(91% of Russians) •• Male
of the respondents decide in favor of buying a specific consumer
•• Male •• Aged 18–30 05 Food
% electronics or home appliance item after studying online reviews
•• Aged 26–45 •• High
•• Employed
income level 06 Cosmetics and perfumes
•• Lives in a city
•• At least Highlights of electronics and home appliances buying trends
of over one 07 Alcoholic beverages
of average
2 13
million people
financial respondents mostly buy of the respondents do not
08 Catering
standing consumer electronics pay attention to brands when •• Higher
out of 5 % education
and home appliances from buying consumer electronics
Online store
one or several favorite brands or home appliances
•• Enjoys shopping
(60% of Russians)
•• Male and home appliances
•• Aged 26–45 11 Baby and children’s products
Top three electronics and household appliance price gainers and decliners
•• Employed
Decliners: Gainers:
12 Appendix
•• At least
of average •• Earphones •• Cameras 13 Contacts
financial
•• Vacuum cleaners •• Mobile phones
standing
•• Multi-cookers •• Computers
13
Baby and children’s products

01 Introduction
Categories of the most frequently 02 Research methodology

purchased baby and children’s products
shopper profile

(59% of Russians) in Russia
84% 81% 42% 35%
•• Female games children’s baby baby 05 Food
and toys clothing and care food
•• Aged 26–35 footwear products
•• Employed
•• At least
Top five criteria 07 Alcoholic beverages
of average
financial for choosing baby
and children’s products 08 Catering
standing
•• Production quality
Online store
(37% of Russians) •• Safety of use
•• Natural materials
•• Female and home appliances
•• Aged 26–35 •• Affordable price
•• Employed •• Comfort
12 Appendix
•• At least
of average
13 Contacts
financial
standing
14
Consumption
metrics 01 Introduction
in Russia
03 Key findings
in Russia
05 Food
08 Catering
and home appliances
12 Appendix
13 Contacts
15
Consumption in Russia – 2019 |
Consumption metrics in Russia
Consumer activity
01 Introduction
Please specify whether you purchase the following goods and services: 02 Research methodology
Food products 99% 36% •• A traditional store is the most common 03 Key findings
Home care products 97% 45% purchasing place for the majority of Russians
(over 95 percent of the respondents buy food
Clothes 97% 66% 04 Consumption metrics
products, home care products, as well in Russia
Footwear 95% 42%
as clothing and footwear in traditional stores).
Consumer electronics and home appliances 91% 60%
05 Food
Cosmetics
•• Interestingly, 18% of Russians
87% 46%
do not buy alcoholic beverages, 21%
Perfumes 84% 38%
do not frequent fast food restaurants, 25% 06 Cosmetics and perfumes
Alcoholic beverages 82% n/a* do not go to bars and restaurants, and 15%
Fast-food cafes essentially go without public eateries
79% n/a* 07 Alcoholic beverages
Going to fast food stores (cafes, canteens) 78% 38% altogether (figures are not given on the chart).
Going to restaurants/bars 75% n/a* •• 87% of Russians buy various categories 08 Catering
Children’s products 59% 37% of goods online from time to time. However,
online purchases are much less frequent 09 Clothing and footwear
In traditional stores for certain categories of goods, such
Online as food, household chemicals and shoes. 10 Consumer electronics
These goods have the largest differences and home appliances
between the proportion of Russians who shop
in a traditional store, and those who buy online.
•• The most in-demand categories 12 Appendix

of goods purchased online include clothing
(66 percent) as well as consumer electronics 13 Contacts
and home appliances (60 percent).
Compared to clothing, footwear is much
more rarely bought online (only 42 percent
of the respondents cited this experience).
* n/a – not applicable
16
Consumer activity
Traditional stores 01 Introduction
Do you consider yourself a frequent shopper (a shopping enthusiast)? Trend Highlights 03 Key findings
•• In general, around 30 percent of the •• In large cities, there is a higher percentage
Behavioral pattern Percentage
respondents believe they are shopping of shopping enthusiasts who can 04 Consumption metrics
Yes, I enjoy traditional shopping and can go to a store even 30%
enthusiasts – they are ready to go go shopping even if they do not need in Russia
if I do not need anything in particular to buy.
shopping even if they do not need anything specific to buy (by 6–9 pp).
Yes, I enjoy traditional shopping, 44% 05 Food
but go to a store only if I need something particular to buy.
anything in particular to buy.
•• Women tend to go shopping without
No, I do not enjoy traditional shopping, 24% •• Forty-four percent of the respondents a particular purpose much more often
but I will go to a store if I need to buy something.
enjoy traditional shopping, but go shopping than men (35 percent versus 24 percent).
No, I do not enjoy traditional shopping – I would prefer to buy goods 2% only if they need something to buy.
I need online, or ask my friends to buy them for me. •• The percentage of shopping enthusiasts 07 Alcoholic beverages
•• Twenty-six percent of the respondents tends to increase by income group:
do not enjoy traditional shopping, but from 24 percent to 39 percent. 08 Catering
only 2 percent are against going to a store
The percentage of shopping enthusiasts •• Traditional shopping without a particular
even if they really need to buy something.
purpose is in demand among homemakers 09 Clothing and footwear
or those on maternity leave (by 12 pp).
30%
30%
30%
30%
30%
39%
39%
33%
36%
25%
42%
35%
24%
35%
24%
26%
and home appliances
30% 11 Baby and children’s products
12 Appendix
13 Contacts
Moscow
St. Petersburg
Pensioners and
unemployed
Pupils and
students
Housekeeping,
maternity leave
Employed
respondents
17
Consumer activity
Online stores 01 Introduction
•• Online shopping is in demand among 03 Key findings

80%
89%
87%
82%
56%
93%
45%
45%
92%
55%
55%
91%
81%
91%
41%
51%
51%
61%
Russian Internet users, with 87 percent

of them making online purchases.
87% 04 Consumption metrics
•• However, the older the age, the lower in Russia
51% the percentage of online shoppers,
05 Food
e.g., 93 percent for people aged
18–25 and 80 percent for respondents
over 55 years. The most active online 06 Cosmetics and perfumes
shoppers are respondents aged
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
26–35, with 61 percent of them making 07 Alcoholic beverages

online purchases at least once a month.
•• Women are more likely to make 08 Catering

online purchases, with the percentage
of those with online shopping 09 Clothing and footwear
The percentage of consumers who made
online purchases experience being usually higher among
The percentage of consumers who made them (91 percent versus 82 percent) 10 Consumer electronics
online purchases at least once a month as well as those who made a previous and home appliances
online purchase at least one month ago
(56 percent versus 45 percent).
•• The respondents with higher education 12 Appendix

degrees tend to make online purchases
more often than the respondents 13 Contacts
with secondary education (by 10 pp).
18
Changes in consumer activity

Purchasing frequency 01 Introduction
Please specify how regularly you engage in the following activities. Trend Highlights 03 Key findings
How has your purchasing frequency changed in the past year?
•• Respondents tend to buy food •• The most significant decrease
Action Number Change
in brick‑and-mortar stores most often – in restaurant and bar attendance was 04 Consumption metrics
18 times per month (for 99 percent reported in St. Petersburg (by 38 pp). in Russia
of purchases in purchasing
per month* frequency of Russians on average) – and buy food
(on balance*) •• The use of online food delivery services 05 Food
online approximately once a week
has increased the fastest in Moscow (by 18 pp)
Shopping for food in stores 18.0 +16 pp (for 36 percent of Russians on average).
and St. Petersburg (by 27 pp).
Online food shopping 3.6 +14 pp
•• Primarily, the growth in purchasing frequency
•• Among cities with fewer than 500,000
Buying alcoholic beverages in stores 4.9 -16 pp is linked to such goods as food and baby
residents, the decrease in fast food cafe 07 Alcoholic beverages
Buying ready-to-eat food in stores 5.8 -12 pp and children’s products. Moreover, Russians
attendance is most noticeable (by 20 pp).
Buying ready-to-eat food online 3.1 -4 pp have started to buy products in these
categories more often both in traditional •• Notably, the respondents aged 18–25 do not 08 Catering
Going to fast food stores (cafes, canteens) 4.9 -17 pp
stores and online (by 12–16 pp). report changes in the regularity of their fast
Going to restaurants/bars 2.7 -25 pp
food cafe attendance in contrast to other 09 Clothing and footwear
Buying clothing and footwear in stores 0.7 -22 pp
•• The greatest decrease in consumer
groups, where it actually decreased.
activity is observed in going to restaurants/
Buying clothing and footwear online 0.6 -5 pp
bars (by 25 pp), as well as buying
Buying home care products in stores 3.8 +3 pp and home appliances
clothes and footwear (by 22 pp).
Buying home care products online 3.2 +4 pp 11 Baby and children’s products
Buying cosmetics and perfumes in stores 2.0 -14 pp
Buying cosmetics and perfumes online 1.4 -7 pp 12 Appendix
Buying consumer electronics and home appliances in stores 0.5 -17 pp
Buying consumer electronics and home appliances online 0.5 +1 pp 13 Contacts
Buying baby and children’s products in stores 4.1 +12 pp
Buying baby and children’s products online 2.9 +16 pp
* The averaged subjective perception of purchasing frequency by the respondents

** Changes in purchasing frequency by product category are provided in the table based on balance
[the proportion of those who indicated higher use minus the proportion of those who indicated a less frequent use]
19
Changes in consumer activity

Spending on purchases 01 Introduction
Please specify how much you spend at once when engaging in one of the following activities. Trend Highlights 03 Key findings
How did your one-time purchase spending changed over the past year?
•• Notably, the average receipt amount •• The highest average receipt was reported
Activities Average Change of online purchases in such categories in Moscow (RUB 1,250) and the lowest 04 Consumption metrics
receipt* in spending as food, ready-to-eat food, home care receipt was reported in the cities with in Russia
RUB dynamics** products, and cosmetics is significantly higher fewer than 500,000 inhabitants (RUB 950);
05 Food
Food shopping in stores 1,100 +56 pp than in the respective traditional shopping this corresponds to a different standard
Online food shopping 1,450 +35 pp
segments (by more than 30 percent). of living for the population of Russia.
Buying alcoholic beverages in stores 800 +17 pp •• On the other hand, the average receipt •• Also, Moscow residents spend significantly
Buying ready-to-eat food in stores 650 +16 pp amount of an online purchase is lower more on buying ready-to-eat food in stores
compared to shopping for clothing, consumer compared to the respondents in the cities 07 Alcoholic beverages
Buying ready-to-eat food online 1,250 +20 pp
electronics and home appliances in brick-and- with less than 500,000 inhabitants
Going to fast food stores (cafes, canteens) 800 +18 pp
mortar shops (by approximately 10 percent). (RUB 900 versus RUB 550). 08 Catering
Going to restaurants/bars 1,950 +16 pp
•• Based on individual perception,
Buying clothing and footwear in stores 3,850 +21 pp 09 Clothing and footwear
the respondents believe that their
Buying clothing and footwear online 3,600 +20 pp
expenditures on all the above-mentioned
Buying home care products in stores 950 +32 pp
categories of goods and services
Buying home care products online 1,300 +26 pp
and home appliances
have increased.
Buying cosmetics and perfumes in stores 1,950 +21 pp 11 Baby and children’s products
•• At the same time, the respondents noted
Buying cosmetics and perfumes online 2,750 +15 pp
that they have started to spend more on food,
Buying consumer electronics and home appliances in stores 9,400 +23 pp
as well as baby and children’s products
12 Appendix
Buying consumer electronics and home appliances online 8,550 +26 pp both online and in traditional stores
Buying children’s products in stores 1,850 (by more than 35 pp). 13 Contacts
+40 pp
Buying children’s products online 2,150 +36 pp
* The estimations of respondents regarding the average receipt amount

** Changes in spending dynamics by product category are provided in the table based on the net balance
[the proportion of those who indicated higher spending on purchases minus the proportion of those
who indicated lower spending]
20
Personal consumption expenditures

01 Introduction
Please specify the structure of your monthly budget by consumption category, Please specify whether you need to cut down on expenses 02 Research methodology
as well as the optimal distribution in your opinion. (buy cheaper goods/give up or postpone purchases)
when considering purchases of the following categories 03 Key findings
Actions The structure of the budget of goods and services.
Current Desirable
Mandatory payments 25% 13% in Russia
68%
68%
68%
54%
39%
66%
66%
49%
76%
74%
(utilities, rent, debt/loan/mortgage repayment, etc.)
Food (including alcohol) 31% 24% 05 Food
Clothes and footwear 12% 15%
Consumer electronics and home appliances 8% 11% 06 Cosmetics and perfumes
Leisure and tourism 9% 16%
Other expenses 9% 8% 07 Alcoholic beverages
Savings 6% 14%
08 Catering
Food (including
non‑alcoholic beverages)
Alcoholic beverages
Cosmetics
Clothes and footwear
Medicines
Perfumes
Home care products
Consumer electronics
and home appliances
Children’s products
Ready-to-eat food
(including that in cafes
and restaurants)
Trend Highlights 09 Clothing and footwear
•• On average, respondents spend the bulk •• Although food is the main expense
of their budget on food (31 percent), item in the budget of the average
and home appliances
as well as mandatory payments (25 percent). respondent, nearly one in two respondents
The remaining amount that can be (54 percent) tends to economize 11 Baby and children’s products
saved averages a mere 6 percent when buying food products.
of the respondents’ budget.
•• Overall, respondents most often
12 Appendix
Yes, I try to cut spending on this category of goods
•• The current structure of the budget is far cut back on alcohol (74 percent),
from optimal, in the respondents’ opinions: as well as on ready-to-eat food and going 13 Contacts
they are willing to reduce the amount to public eating places (76 percent).
of mandatory payments (by 12 pp)
•• In contrast, least of all, they tend to limit
and food (by 7 pp) by redistributing the funds
spending on medicines. However, even
to leisure (+7 pp) and savings (+8 pp).
in this category there is a high percentage
of those who buy cheaper substitutes, give
up or postpone their purchase (39 percent).
21
Counterfeit and inferior quality goods

01 Introduction
Please specify whether you were offered low quality (faulty or spoiled) Trend Highlights 02 Research methodology
or counterfeit (fake) goods in any of the following categories:
•• One in two respondents (50 percent) •• Low-income respondents report
reported purchasing low quality goods instances of low quality goods when
03 Key findings
when they went shopping during buying food, as well as clothing
Yes, the goods were low-quality the six months preceding the survey. and footwear more frequently (by 7 pp) 04 Consumption metrics
(defective, spoiled)
Forty percent of respondents reported than high-income survey participants. in Russia
50% 50% Yes, there were instances 40%
60% that they purchased counterfeit goods.
of counterfeit (fake) goods •• Residents of Moscow and St. Petersburg 05 Food
No •• Most often, respondents run across spoiled reported purchasing counterfeit
goods when buying food (39 percent) alcohol as well as clothing
and ready-to-eat food (13 percent), and footwear more frequently (by 7 pp)
and discover defects when buying than other respondents on average.
clothing and footwear (17 percent). 07 Alcoholic beverages
39%
Food (including non-alcoholic beverages)
10%
•• The occurrence of counterfeit food 08 Catering
12%
Alcoholic beverages
22%
products and ready-to-eat food is relatively
rare (10 and 5 percent, respectively),
Cosmetics
6% 09 Clothing and footwear
14% whereas instances of counterfeit clothing
and footwear are reported by 16 percent
Perfumes
5%
of the respondents.
15%
and home appliances
6% •• Most frequently (more than one in five
Home care products
8% 11 Baby and children’s products
respondents, or 22 percent), they
17%
Clothes and footwear reported purchasing counterfeit alcohol.
16% 12 Appendix
4% •• The reported share of counterfeit cosmetics,
Medicines
11% perfumes and medicines is also high 13 Contacts
12% (14–15 percent and 11 percent, respectively),
7%
with counterfeit products named much more
8% frequently than products with low quality.
Children’s products
10%
13%
Ready-to-eat food (including in cafes and restaurants)
5%
Yes, goods were low-quality (defective, spoiled)

Yes, there were instances of counterfeit (fake) goods
22
Consumer habits
Store loyalty 01 Introduction
Please specify the behavior pattern that is the closest to your manner Trend Highlights 03 Key findings
of making purchases in the various product segments.
Stronger •• Respondents do not tend to frequently switch •• Customers in cities with less
Food (including
59% 33% 8% stores in which they make purchases: over half than one million inhabitants tend to make 04 Consumption metrics
non‑alcoholic beverages)
of respondents make purchases in one purchases in one and the same store
in Russia
Alcoholic beverages 55% 35% 10%
and the same store, while 30–40 percent (14 percent), while residents of Moscow
Medicines 54% 35% 11% 05 Food
of respondents sometimes change their store and St. Petersburg are more likely
Home care products 53% 36% 11% of choice in all categories of goods. to change stores of their choices.
Store loyalty
Perfumes 49% 37% 14% 06 Cosmetics and perfumes
•• The exceptions include baby •• Women tend to be more store-loyal
Cosmetics 47% 40% 13%
and children’s products, consumer than men (by 9 pp). Respondents
Ready-to-eat food (including
44% 38% 18% electronics and home appliances, as well of weak financial standing demonstrate
that in cafes and restaurants)
Children’s products 34% 45% 21% as clothing and footwear: 21–23 percent high store loyalty, too.
Consumer electronics of the respondents most frequently make 08 Catering
and home appliances 33% 46% 21%
Clothes and footwear
purchases in different stores, while nearly half
29% 48% 23%
of the respondents (45–48 percent) choose 09 Clothing and footwear
Weaker
I almost always make purchases in the same shops
to go to a new store from time to time.
Sometimes, I switch shops to make purchases 10 Consumer electronics
and home appliances
I often make purchases in different shops
Store loyalty* of survey respondents
14%
14%
12%
15%
15%
-5%
-1%
12 Appendix
8%
3%
6%
Average index level
for Russia
11% 13 Contacts
St. Petersburg
Moscow
* The weighted difference for respondents who tend to stay loyal to or switch stores, the average for all categories.
23
Consumer habits
Stores in Russia and abroad 01 Introduction
Please specify the product categories in which you make purchases Trend Highlights 03 Key findings
in stores in Russia and/or abroad.
•• The most in-demand products in stores •• The respondents aged over 36 years are more
Perfumes
abroad include perfumes, cosmetics, inclined to make purchases in stores in Russia 04 Consumption metrics
12% 27% 61%
clothing, footwear, home appliances (by 4 pp), while respondent aged 18–25 years
in Russia
Clothes and footwear 9% 33% 58%
and consumer electronics. Around 10 percent old tend to make purchases abroad (by 14 pp).
Cosmetics 9% 28% 63% 05 Food
of the respondents buy these goods mostly
Consumer electronics •• Respondents of weak financial standing
and home appliances 9% 29% 62% abroad. The preferences of 30 percent
are more inclined to make purchases 06 Cosmetics and perfumes
Children’s products 5% 26% 69% of the respondents are split approximately
in Russian stores (by 6 pp). High-income
Home care products 3% 18% 79% half and half in Russia and stores abroad.
respondents are more inclined to make
Medicines 3% 16% 81% •• In contrast, food and ready-to-eat purchases abroad (by 10 pp).
Alcoholic beverages 3% 13% 84% food, as well as alcohol are more often
Ready-to-eat food (including bought in Russia-based stores. 08 Catering
cafes and restaurants) 3% 13% 84%
Food products (including 3% 11% 86%
non‑alcoholic beverages 09 Clothing and footwear
Propensity** of Russian buyers to make purchases in Russian stores
Respondents who mainly make purchases abroad 10 Consumer electronics
Respondents who make purchases equally in Russian stores and abroad and home appliances
60%
60%
64%
64%
54%
49%
57%
45%
65%
61%
Average index level
Respondents who mainly make purchases in Russian stores for Russia
59%
12 Appendix
Aged 18–25
13 Contacts
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
* Stores abroad include stores outside Russia, as well as online stores capable
of delivering goods to Russia from abroad.
** The weighted difference for respondents who make purchases
in Russia and stores abroad, the average for all categories.
24
Consumer habits
Discounts 01 Introduction
What is your attitude toward discounts and sell-offs? Trend Highlights 03 Key findings
•• The majority of Russian buyers (93 percent) •• The percentage of discount-hunters
Behavioral pattern Percentage
demonstrate positive sentiment for discounts tends to decrease the older the age 04 Consumption metrics
Positive, I monitor discounts and sell-offs, 40%
and sell-offs. Some respondents plan their group: from 48 percent among customers in Russia
and plan my purchases accordingly.
purchases in accordance with sales events aged 18–25 to 33 percent among Russian
Positive, albeit I do not plan my purchases accordingly. 53% 05 Food
I pay attention to discounts only when I start looking for goods. (40 percent, hereafter – discount-hunters), buyers over 55 years of age.
while the majority pay attention to sales
Neutral, I do not pay attention to discounts. 6% •• Women, significantly more often than
in the process of their search (53 percent). 06 Cosmetics and perfumes
Negative, I try to avoid buying discounted goods. 1% men (by 7 pp), plan their purchases
•• Six percent of the respondents to use available discounts.
remain neutral to sell-offs, 07 Alcoholic beverages
•• The percentage of discount-hunters Доля «охотников» за скидками
and a mere one percent of Russian buyers
is higher among Russian buyers 08 Catering
Percentage of discount-hunters try to avoid purchasing discounted goods.
who have higher education (by 9 pp).
•• The income level has almost 09 Clothing and footwear

40%
40%
48%
38%
34%
39%
43%
43%
39%
33%
36%
45%
no impact on respondents’ propensity
40%
to tie their purchase plans to sales events. 10 Consumer electronics
and home appliances
12 Appendix
13 Contacts
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
25
Consumer habits
Sales events 01 Introduction
The percentage of Russian who made purchases
in a sale over the last six months
Trend Highlights 03 Key findings
Cyber Monday 15% •• Only 14 percent of the respondents •• Women tend to make purchases during
Black Friday 30%
New Year sales events 52% did not make purchases during sales events sales events much more frequently
Other sales events 61% in the six months preceding the survey. (90 percent versus 82 percent among in Russia
men). While men and women participate
•• The New Year sales events are in demand 05 Food
in Black Fridays and Cyber Mondays
among Russian consumers, as one in two
46%
39%
20%
28%
28%
28%
28%
32%
47%
35%
18%
16%
16%
14%
13%
13%
12%
15%
21%
21%
virtually ‘on par’, the percentage of women
respondents took part in them (52 percent).
taking part in the New Year shopping days 06 Cosmetics and perfumes
•• Almost one in three respondents (30 percent) and other sales events is significantly higher
made purchases on Black Friday, while (by 8 pp and 13 pp, respectively). 07 Alcoholic beverages
30%
15 percent of the Russian survey participants
•• Residents of Moscow and St. Petersburg
took part in the Cyber Monday sales events. 08 Catering
15% participate in the Black Friday sales
•• Sixty-one percent of Russian buyers made events on a significantly wider scale
purchases during other sales events. (by 9 pp and 17 pp, respectively). 09 Clothing and footwear
Moscow
St. Petersburg
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
•• The Black Friday participation rate

tends to decrease the older the age
and home appliances
group (from 46 percent to 21 percent),
but this does not apply to Cyber Monday. 11 Baby and children’s products
•• The residents of Moscow and St. Petersburg,
The percentage of consumers as well as the cities with 500,000–1 million
12 Appendix
who made purchases on Black Friday inhabitants tend to participate
The percentage of consumers in the Cyber Monday sales events more 13 Contacts
who made purchases on Cyber Monday
enthusiastically than the rest (by 5–6 pp).
26
Consumer habits
Sales events 01 Introduction
Please specify which categories of goods you bought during sales events. Trend Highlights 03 Key findings
•• Food and home care products •• The residents of Moscow and St. Petersburg
Food products 67% 10%
were the most frequently purchased items tend to buy clothing and footwear (by 12 pp), 04 Consumption metrics
Home care products 59% 12%
in brick-and-mortar stores during the six as well as consumer electronics and home in Russia
Alcoholic beverages 52% n/a* months preceding the survey, accounting appliances (17 pp) online significantly
05 Food
Clothes and footwear 51% 30% for 67 and 59 percent, respectively. more often than in Russia on average.
Cosmetics 42% 25%
•• Alcohol (52 percent) as well as clothing
Perfumes 38% 20% and footwear (51 percent) were bought during
Consumer electronics and home appliances 37% 30% sales events by one in two Russian buyers.
Children’s products 32% 18% •• The items most frequently purchased
Medicines 27% 8% online include clothing and footwear 08 Catering
Ready-to-eat food 26% 9% (51 percent), consumer electronics
and home appliances (30 percent),
In traditional stores cosmetics (25 percent), and perfumes.
Online
and home appliances
12 Appendix
13 Contacts
* n/a – not applicable
27
Food
01 Introduction
03 Key findings
in Russia
05 Food
08 Catering
and home appliances
12 Appendix
13 Contacts
28
Food
Food purchases in traditional stores

01 Introduction
Consumer activity metrics •• As stated above, almost all Russian 02 Research methodology
buyers purchase food in traditional stores.
On average, respondents make such The typical 03 Key findings
1,100 1,050 950 1,300 1,050 1,050 950 950 1,150 1,400 1,000 950
purchases approximately 18 times per month, shopper profile
each of them averaging RUB 1,100.
RUB 1,100 •• Female 04 Consumption metrics
•• Women tend to make purchases in brick-and- in Russia
•• Aged 36–45
mortar stores somewhat more frequently
•• Employed
05 Food
17.3 18.6 17.9 17.9 18.6 17.6 18.0 18.1 18.0 18.3 18.2 17.4 than men (18.6 times versus 17.3).
18.0 •• The representatives of the youngest •• At least

(18–25 years) and senior (over 45 years) age of average
groups spend RUB 150 less per one purchase. financial
In contrast, the respondents aged 26–35 tend standing 07 Alcoholic beverages
100%
100%
100%
100%
100%
100%
99%
99%
99%
99%
99%
99%
to spend the most per one purchase
99% (around RUB 1,300). 08 Catering
•• The employed respondents spend
RUB 200 per one food store visit compared
to the unemployed respondents.
•• The stronger the financial standing, and home appliances
the higher the average receipt: from RUB 950
among respondents of weak financial
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
standing to RUB 1,400 among respondents

of strong financial standing. 12 Appendix
•• People living in cities of less than 500,000 13 Contacts

people visit traditional grocery stores
Average receipt, RUB
more often (18.7 times per month) but spend
Purchasing frequency per month
RUB 950 per visit, which is RUB 150 below
Percentage of Russians making purchases
the national average (see Appendix).
29
Food
Online food purchase

01 Introduction
Consumer activity metrics •• On average, 36 percent of Russian buyers 02 Research methodology

purchase food online. The respondents
make such purchases almost on a weekly The typical 03 Key findings
1,750 1,200 1,050 1,150 1,050 1,950 2,050 1,200 1,550 1,850 1,450 900
basis and spend approximately RUB 1,450, shopper profile
which exceeds the respective purchase
RUB 1,450 •• Male 04 Consumption metrics
in a traditional store by RUB 350. in Russia
•• Aged 18–35
•• The percentage of men and women
05 Food
4.0 3.2 5.4 4.3 3.1 3.3 2.1 3.2 3.7 4.6 3.3 2.3 buying food online is essentially •• Employed
the same (36 percent), but the former
•• At least
3.6 tend to purchase food online slightly 06 Cosmetics and perfumes
of average
more frequently (4 times a month versus 3.2)
financial
and spend an additional RUB 550. 07 Alcoholic beverages
standing
43%
33%
36%
36%
37%
25%
25%
42%
59%
45%
24%
41%
•• The more senior the age group, the less

likely the respondents are to purchasing 08 Catering
food online and the less frequently they
do so. However, the respondents aged over 09 Clothing and footwear
45 spend around RUB 2,000 per store visit,
36% which is significantly above the average level. 10 Consumer electronics
and home appliances
•• Employed respondents as well
as respondents of strong financial standing 11 Baby and children’s products
are more likely to buy food online –
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
the share of buyers is higher among them 12 Appendix

(by 6 pp and 23 pp, respectively)
and they do it more frequently 13 Contacts
(3.7 and 4.6 times a month, respectively).
Purchasing frequency per month •• Almost half of Moscow and St. Petersburg
Percentage of Russians making purchases residents (44–47%) have bought groceries
online. Muscovites tend to do this more often
(4.7 times per month), spending RUB 1,650
per purchase or RUB 200 above average
(see Appendix).
30
Food
Stores
01 Introduction
Where do you buy food? Top 3 product categories purchased 02 Research methodology
in hypermarkets
•• Chilled meat (31 percent) 03 Key findings
2%
•• Fish and seafood (29 percent)
23% •• Frozen or canned fruit and vegetables
In hypermarkets
29%
In supermarkets
(28 percent) in Russia
In convenience stores
Top 3 product categories purchased 05 Food
14% In groceries
in supermarkets
Online
•• Frozen or canned fruit and vegetables 06 Cosmetics and perfumes
32% (14 percent)
•• Sausage products, meat and ready-to-cook 07 Alcoholic beverages
Trend Highlights
products (14 percent)
•• Most frequently, the respondents •• Frozen food, fish and sausage •• Fish and seafood (13 percent) 08 Catering
use convenience stores products are bought most frequently
(32 percent), supermarkets (29 percent), in hypermarkets and supermarkets. Top 3 product categories purchased
and hypermarkets (23 percent). in convenience stores
•• Forty-seven percent of Russian buyers
•• Non-alcoholic beverages and juices
•• Only 14 percent of the respondents prefer to buy non-alcoholic beverages 10 Consumer electronics
buy food in next-door groceries. and juices, as well as grocery and dairy (47 percent) and home appliances
products in convenience stores. •• Grits, cereals, and other groceries (47 percent)
•• Online shopping is the core method •• Dairy (47 percent) 11 Baby and children’s products
of buying food for 2 percent •• Perishable food is bought mostly in next-
of the respondents. door groceries: bread and bakery products Top 3 product categories purchased 12 Appendix
(45 percent), confectionery (32 percent), in next-door groceries
fresh fruit and vegetables (28 percent). 13 Contacts
•• Bread and bakery products (45 percent)
•• Online shoppers most frequently •• Confectionery (32 percent)
order bottled water (24 percent), •• Fresh fruit and vegetables (28 percent)
confectionery (10 percent), fresh fruit
and vegetables (9 percent). Top 3 product categories purchased online
•• Bottled water (24 percent)
•• Confectionery (11 percent)
•• Fresh fruit and vegetables (9 percent)
31
Food
Customer satisfaction
01 Introduction
Bottled water
4.30 4.27 03 Key findings

Please rate your satisfaction with your last purchase in each product category on a scale Sausage products, meat
from 1 to 5 where 1 is “totally dissatisfied” and 5 is “completely satisfied.” products and ready-to- Pasta
cook products products 04 Consumption metrics
in Russia
3.78 3.93 4.10 4.37 4.36
05 Food
0 1 2 3 4 5 06 Cosmetics and perfumes

4.15
Grits, cereals,
Fish and seafood
Trend Highlights
and other groceries 07 Alcoholic beverages
3.81 3.93 4.34 4.34
•• The average satisfaction rate with the last •• The top quality rates were assigned 08 Catering
purchase in different product categories to pasta products (4.37), groceries (4.34),
reaches 4.10 out of 5 for product quality and bottled water (4.30).
Product quality 09 Clothing and footwear
and 4.15 out of 5 for service quality.
•• The lowest satisfaction was reported Store quality
This implies that respondents are generally
satisfied with the service and product quality.
in the sausage products 10 Consumer electronics
and ready‑to‑cook meat products (3.78), and home appliances
as well as fish and seafood (3.81).
•• The product quality and store service
quality ratings are correlated – the higher 12 Appendix
the perceived product quality, the higher
the respective store’s service quality rating. 13 Contacts
32
Food
Shopping patterns
01 Introduction
Do you pay attention to the product ingredients, expiration dates, Trend Highlights 02 Research methodology
and the country of origin when you make a purchase?
•• The absolute majority of respondents check •• Women pay more attention to expiration
the expiration dates of food products when dates than men (by 4 pp).
03 Key findings
16%
making purchases, i.e., always or frequently

2%
4%
•• Men tend to check the country of origin

(88 percent), or sometimes (10 percent) 04 Consumption metrics
somewhat more frequently than women in Russia
and only two percent never check.
10%
28%
(by 3 pp).
34%
•• Product ingredients are less in focus, 05 Food

•• The stronger the financial standing,
as only 68 percent of the respondents check
25%
the greater the focus on the above‑mentioned

them on a regular basis (always or frequently), 06 Cosmetics and perfumes
data. The widest divergence between
32%
while 28 percent check only sometimes

90%
90%
89%
men and women was observed
86%
85%
and four percent never check.
24%
77%
on the country of origin count (20 pp). 07 Alcoholic beverages
70%
69%
66%
63%
62%
61%
•• One in two Russian respondents check
•• The focus on product ingredients
52%
49%
49%
the country of origin on a regular basis 08 Catering
42%
and country of origin tends to grow along
36%
(50 percent). In contrast, 16 percent

26%
with age (from 56 to 70 percent and from 28

of customers have never checked
to 59 percent, respectively). All age groups 09 Clothing and footwear
the country of origin.
demonstrated approximately the same level
of scrutiny on the expiration date, with around 10 Consumer electronics
Ingredients
Expiry date
Ingredients
Expiry date
Ingredients
Expiry date
Country of origin
Country of origin
Country of origin
85–90 percent of the respondents regularly and home appliances
checking it when making purchases.
12 Appendix
Always check Men Strong financial standing 13 Contacts

Frequently check Women Medium financial standing
Sometimes check Weak financial standing
Never check
33
Food
Production geography
01 Introduction
Please specify your preferences regarding the country of origin Trend Preferred countries of origin for buyers 02 Research methodology
for the following categories of goods. of imported food products
•• In each product category the majority
of respondents prefer to buy domestically Pasta products
03 Key findings
Bread and bakery products 87% 2%
produced food (more than 59 percent). •• Southern Europe – 81%
Chilled or frozen meat 83% 3%
•• Western Europe – 11% 04 Consumption metrics
•• The most preferred imported food in Russia
Dairy 83% 6%
product categories include pasta products Fresh fruit and vegetables
Sausage products, meat and ready-to-cook products 81% 5%
(16 percent), as well as fresh and canned 05 Food
Grits, cereals, and other groceries 78% 5%
•• Southern Europe – 27%
fruit and vegetables (13 percent each).
•• South America – 22%
Bottled water 76% 6%
•• Eastern Europe and the CIS – 14% 06 Cosmetics and perfumes
Confectionery 76% 7% Highlights
•• Asia – 14%
Fish and seafood 74% 8% •• The respondents aged over 40 prefer
Frozen or canned fruit and vegetables 07 Alcoholic beverages
Non-alcoholic beverages 68% 9% domestically produced food in almost
all product categories significantly •• Western Europe – 43%
Pasta products 64% 16%
•• North America – 16%
08 Catering
Fresh fruit and vegetables
more frequently compared
61% 13%
to the country’s average. Non-alcoholic beverages and juices
Frozen or canned fruit and vegetables 59% 13% 09 Clothing and footwear
•• The inhabitants of the Far Eastern •• Western Europe – 43%
Federal District tend to buy domestically •• North America – 16% 10 Consumer electronics
I prefer Russian-produced food
produced food products more frequently and home appliances
I prefer foreign-produced food Fish and seafood
(by 5–13 pp depending on the category).
•• Northern Europe – 60% 11 Baby and children’s products
•• The respondents aged 18–25 and Moscow •• Western Europe – 13%
residents prefer imported food products 12 Appendix
(by 5–11 pp depending on the category). Confectionery products
•• Western Europe – 57% 13 Contacts
Dairy products
•• Eastern Europe and the CIS – 26%
34
Food
Eco-labelled products
01 Introduction
Please specify your attitude toward eco/bio/organic-labelled products. Highlights 02 Research methodology
24%
26%
20%
•• Respondents demonstrated the most positive
03 Key findings
18%
17%
attitude toward eco-labels on dairy products
21%
I don’t pay attention to eco-labels
22%
(24 percent), fresh fruit and vegetables
20%
19%
21%
17%
Positive. I usually buy such products
(22 percent), as well as meat (21 percent). 04 Consumption metrics
even if they are more expensive in Russia
Neutral. I can buy such products •• Women tend to focus on eco-labeled products
25% 75%
52%
if the price is comparable to the rest and demonstrate a positive attitude toward 05 Food
Negative. I don’t buy such products them more often than men (by 3–6 pp).
even if they are cheaper (I don’t trust
Dairy (cheese, milk,

cottage cheese, etc.)
Fresh fruit and

vegetables
Fish and seafood
Sausage products,
meat and ready-to-
Chilled or frozen
meat
cook products
the quality or have other considerations) •• The stronger the financial standing, the more 06 Cosmetics and perfumes
2% frequently people tend to buy eco-labeled food
and overpay for it. In all product categories 07 Alcoholic beverages
the percentage of such respondents ranges
from 13–21 percent in low-income groups 08 Catering
Trend
to 25–33 percent in high-income groups.
•• Three in four respondents pay attention
Men 09 Clothing and footwear
to eco-labeled products.
Women
•• However, the majority of buyers treat such 10 Consumer electronics
products neutrally (52 percent) and prefer and home appliances
to buy them only if the prices are comparable
to those of the standard products.
•• At the same time, one in five respondents 12 Appendix

(21 percent) demonstrated a positive attitude
toward ecologically clean food and buy them 13 Contacts
even if they are more expensive.
35
Cosmetics
and perfumes 01 Introduction
03 Key findings
in Russia
05 Food
08 Catering
and home appliances
12 Appendix
13 Contacts
36
Buying cosmetics and perfumes

in traditional stores 01 Introduction
Consumer activity metrics •• The absolute majority of Russian consumers 03 Key findings
(91 percent) buy cosmetics and perfumes
in traditional stores. On average, respondents The typical
1,750, 2,250 1,900 2,100 1,850 2,000 1,800 1,600 2,100 2,150 2,000 1,650 04 Consumption metrics
make such purchases approximately shopper profile in Russia
RUB 1,950
two times per month, each of them
•• Female
averaging RUB 1,950. 05 Food
•• Aged 26–45
•• The percentage of cosmetics and perfume
1.7 2.3 2.6 2.1 2.1 1.8 1.9 1.8 2.2 2.5 2.0 1.7 buyers is significantly higher among •• Employed 06 Cosmetics and perfumes
women compared to men (by 10 pp),
•• At least
2.0 the former make purchases more frequently
of average 07 Alcoholic beverages
(2.3 times per month versus 1.7) and spend
financial
almost 30 percent more per purchase. 08 Catering
standing
90%
90%
88%
89%
89%
94%
94%
98%
96%
86%
93%
92%
•• The most enthusiastic cosmetics

and perfume buyers are respondents 09 Clothing and footwear
91%
aged 26–45 who make 2.1 purchases
per month. The percentage of buyers 10 Consumer electronics
among them is 94 percent. and home appliances
•• The employed respondents tend to buy 11 Baby and children’s products
cosmetics and perfumes more frequently
than the unemployed respondents 12 Appendix
(2.2 versus 1.8) and spend RUB 500
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
more per purchase. 13 Contacts

•• The stronger the financial standing, the more •• People in Moscow are generally the biggest
impressive the average receipt and the higher spenders in offline cosmetics and perfumes
Average receipt, RUB the purchasing frequency: from RUB 1,650 stores at RUB 2,150 per visit, or RUB 200
Purchasing frequency per month and 1.7 times a month among respondents above the average (see Appendix).
Percentage of Russians making purchases of weak financial standing, to RUB 2,150
and 2.5 times a month among respondents
of strong financial standing.
37
Buying cosmetics and perfumes online

01 Introduction
Consumer activity metrics •• One in two respondents (50 percent) 02 Research methodology
buy cosmetics and perfumes online.
On average, they make such purchases The typical 03 Key findings
1,610 3,250 3,500 2,600 2,100 3,000 3,450 2,750 2,750 3,350 2,600 2,300
1.4 times per month, averaging RUB 2,750 shopper profile
each, which exceeds the respective
RUB 2,750 •• Female 04 Consumption metrics
purchase in a traditional store by RUB 800. in Russia
•• Aged 26–35
•• Women tend to make such purchases
05 Food
0.7 1.7 1.5 1.9 1.4 1.4 1.0 1.2 1.5 1.4 1.5 1.4 twice as often as men. Sixty-three percent •• Employed
of female respondents buy cosmetics
1.4 •• At least
and perfumes online 1.7 times per month 06 Cosmetics and perfumes
of average
on average, compared to only 35 percent
financial
of men, who make such purchases 07 Alcoholic beverages
standing
only 0.7 times per month.
40%
54%
58%
63%
66%
53%
37%
62%
57%
47%
35%
41%
•• The youngest shoppers aged 18–25 spend 08 Catering
RUB 750 more per purchase than the rest
of the respondents on average. The amount 09 Clothing and footwear
50% spent on cosmetics and perfumes in the 36–
45 age group (around RUB 2,100) tends 10 Consumer electronics
to be significantly below the average level. and home appliances
•• The employed respondents tend to more 11 Baby and children’s products
frequently buy cosmetics and perfumes
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
online than the unemployed survey 12 Appendix

participants (1.5 times per month versus 1.2).
•• Respondents of strong financial standing 13 Contacts

Average receipt, RUB spend 45 percent more on an online purchase
Purchasing frequency per month than respondents of weak financial standing.
•• Moscow residents spend RUB 3,600
per purchase when shopping for cosmetics
and perfumes online, beating the average
for this category by a considerable
RUB 850 (see Appendix).
38
Criteria for choosing an online store

01 Introduction
Please indicate the rationale behind selecting stores As stated above, 50 percent of the respondents buy cosmetics and perfumes online. 02 Research methodology
when buying cosmetics and perfumes online
Trend Highlights 03 Key findings
Affordable price 72%
•• The decisive factors for Russian shoppers •• The respondents who reported weak financial
Top-3
Sales discounts and events 49%
selecting online cosmetics and perfume standing pay attention to price affordability 04 Consumption metrics
Positive feedback 43% stores are price and reputation. significantly more often than the respondents in Russia
Wide variety of products 23% of strong financial standing (by 19 pp).
•• Key criteria highlighted by one in five 05 Food
Free delivery 22%
respondents include a wide range of products •• The consumers of strong financial standing
Store reputation 18% (23 percent) and free delivery (22 percent). tend to focus on brand prominence 06 Cosmetics and perfumes
Visit to the brick & mortar outlet 14% more than average (by 7 pp).
•• Russian shoppers also attach importance
Convenient pick-up points 13% to the credibility of online cosmetics •• The youngest respondents (aged 18–25) 07 Alcoholic beverages
Convenient payment methods 9% and perfume stores. Hence, they prefer select online stores by taking into account
Prompt delivery 6% well‑established stores (18 percent), online references more often 08 Catering
Loyalty program 6% as well as stores with brick-and-mortar (15 pp above the average).
outlets, which they have already visited
User-friendly website 1% 09 Clothing and footwear
(14 percent).
•• Loyalty programs are no longer that relevant 10 Consumer electronics

Expert view: when it comes to choosing a store. Therefore, and home appliances
“In the digital age, information posted on social networks and forums for discussing a mere six percent of the respondents
personal experiences of using cosmetics is of great reputational importance, highlighted the relevance of loyalty programs.
to the point that these reviews largely determine the buyer’s choice. The level
of trust is also of great importance, and for this reason, buyers generally choose
•• The delivery speed is not so significant either 12 Appendix
for cosmetics and perfume purchases.
the online stores of retail chains through which they have already made purchases.”
Alla Sokolova, CEO of Mary Kay Russia •• Notably, respondents rarely highlight 13 Contacts
the importance of such criteria
as the payment method (9 percent)
and the interface convenience (1 percent).
This may be due to the fact that almost
all online cosmetics and perfume stores
offer advanced functionality preventing
respective issues.
39
Country of origin preferences

01 Introduction
Please specify your attitude toward the country of origin •• In addition to Russian brands, 02 Research methodology
with respect to cosmetics and perfumes the respondents are well acquainted
with European (89 percent) and American 03 Key findings
The correlation between customers’ awareness of the country of origin with respect (62 percent) cosmetics and perfume brands.
to cosmetics and perfumes and their readiness to buy such products
•• One in two respondents are familiar 04 Consumption metrics
Russian brands 96% with Chinese, Korean, and Japanese cosmetics in Russia
European brands 89% and perfume producers (46–51 percent).
05 Food
US brands 62% •• We used a summary index* to analyze
Chinese brands 51% the propensity of respondents to purchase 06 Cosmetics and perfumes
Korean brands 49% cosmetics and perfumes depending
Japanese brands
on the country of origin. The highest index
46% 07 Alcoholic beverages
values went to European (1.87 points)
Thai brands 34%
and Russian (1.81 points) brands.
Arab brands (UAE) 31% 08 Catering
•• American, Japanese, and Korean brands
are less in demand (with the index value
Customers’ willingness* to buy cosmetics and perfumes depending on the region/country of origin being 0.82–1.06 points).
China Japan 10 Consumer electronics

and home appliances
0.60 0.82
Thailand Korea Russia
0.51 0.87 1.81 12 Appendix

Arab countries United States Europe
13 Contacts
0.47 1.06 1.87
0 1 2 3
Not ready to buy Ready to buy Ready to buy brands Ready to buy brands
brands from this region/‌ brands from this region/ from this region/country from this region/
country at any price country at a lower price at a comparable price country even
at a higher price
* Purchase readiness index for those acquainted with the brand: [the sum of weighted percentages of those who are
prepared to buy cosmetics and perfumes minus the weighted percentage of those who are not prepared to do so.]
40
Country of origin preferences

01 Introduction
Please specify your attitude toward the country of origin We analyzed the preferences of those 02 Research methodology
with respect to cosmetics and perfumes. who are not acquainted with various foreign
cosmetics and perfume brands and made 03 Key findings
Readiness to try unknown cosmetics the following conclusions:
and perfume brands
•• The respondents showed the highest 04 Consumption metrics
34% 30% 37% 20% 34% 22% interest in Japanese cosmetics and perfumes in Russia
(+0.14 points). One in three respondents
05 Food
(34 percent) is not aware of Japanese brands,
but would like to try them.
0,08
0,14

I don’t know of these cosmetics, •• Korean and Arab brands appear
0,05
but would like to try them less interesting to Russian shoppers

0,02
0,02
I don’t know of these cosmetics (the interest balance was reported 07 Alcoholic beverages
and am not interested in buying them
at +0.08 and +0.05 points, respectively).
Interest balance* 08 Catering
-0,05
•• On average, respondents are least

interested in trying cosmetics
and perfumes from China (the interest
balance indicator equals -0.05 points).
and home appliances
20% 22% 32% 18% 32% 27%
US brands
Japanese
brands
Korean
brands
Arab brands
(UAE)
Chinese
Thai brands
brands
12 Appendix
13 Contacts
* The interest balance: [the percentage of those interested in trying

cosmetics and perfumes minus the percentage of those who are not interested.]
41
Attitudes toward natural cosmetics

01 Introduction
84 The percentage of those Trend Highlights 02 Research methodology

who prefer natural cosmetics •• The absolute majority of respondents •• The more senior the age group, the higher
%
(84 percent) have a positive attitude toward the percentage of respondents preferring
03 Key findings
natural cosmetics: they are prepared natural cosmetics (from 70 percent
Please specify the degree of importance of natural cosmetics to you.
to buy them even if they are significantly in the 18–25 age group to 92 percent 04 Consumption metrics
more expensive (25 percent) or would among the respondents aged over 55). in Russia
give preference to them if they are sold
I never pay attention to cosmetics’ ingredients •• Notably, one in four respondents (25 percent) 05 Food
at comparable prices (59 percent).
25% I always prefer natural cosmetics and am ready aged 18–25 do not pay attention to cosmetics’
1% to buy them even if they are significantly •• The ingredients of the cosmetics are not ingredients at all. 06 Cosmetics and perfumes
3% more expensive
84% important for 12 percent of the respondents.
I prefer natural cosmetics if they are sold •• The absolute majority of Russian shoppers
12%
59% at comparable prices •• Only 4 percent have a negative attitude toward of strong financial standing (90 percent) 07 Alcoholic beverages
I am not likely to buy natural cosmetics if there natural cosmetics, i.e., they would refuse prefer natural cosmetics. Among them,
are substitutes of comparable price and quality to buy them at comparable prices (3 percent) 39 percent use only natural cosmetics. 08 Catering
I never buy natural cosmetics or at significantly lower prices (1 percent).
even if they are significantly cheaper
and home appliances
The percentage of those who prefer natural cosmetics:
88%
87%
78%
90%
83%
70%
92%
81%
12 Appendix
84%
13 Contacts
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
42
Ethical treatment of animals

in cosmetics production 01 Introduction
49
Do you know of cosmetics and perfumes produced without animal testing? The percentage of Russian 03 Key findings
shoppers opposing the testing
Awareness of the respondents attaching significance to animal testing Percentage % of cosmetics on animals.
Yes, I know of such brands and regularly monitor this information. 6% in Russia
Yes, I know of some brands, but do not monitor this information. 16% Trend Highlights
No, I don’t know of such brands, but I would be interested 46% 05 Food
•• One in five respondents (22 percent) •• Russians aged 18–35 (56 percent) are most
in learning about them.
who believe it is important that cosmetics concerned about the ethical treatment
No, I neither know of such brands, nor would I be interested 32% not be tested on animals, pays attention of animals. The representatives of this 06 Cosmetics and perfumes
in learning about them.
to brands introducing this rule. age group are more aware of brands
introducing respective guidelines. 07 Alcoholic beverages
48%
44%
30%
23%
22%
28%
20%
56%
56%
56%
25%
42%
45%
45%
55%
19%
19%
15%
15%
51%
•• Women are significantly more concerned

than men (by 13 pp) about cruelty-free 08 Catering
49%
cosmetics. Women are also better acquainted
with cruelty-free brands (by 4 pp). 09 Clothing and footwear
•• Respondents of strong financial standing
22%
are more concerned about ethical animal
and home appliances
treatment and more aware of cruelty-free
brands (by 7 pp and 8 pp, respectively) 11 Baby and children’s products
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
12 Appendix
13 Contacts
Awareness of the respondents attaching

significance to ethical animal treatment
The percentage of consumers who are aware
of cruelty-free brands
43
Alcoholic
beverages 01 Introduction
03 Key findings
in Russia
05 Food
08 Catering
and home appliances
12 Appendix
13 Contacts
44
Alcoholic beverages
Consumer activity of alcohol buyers

01 Introduction
Consumer activity metrics •• On average, 82 percent of adult Russians 02 Research methodology

buy alcohol. On average, respondents buy
alcohol around five times a month and spend The typical 03 Key findings
900 750 700 850 800 700 950 750 650 850 1,200 750 550
approximately RUB 800 per purchase. shopper profile
RUB 800 •• On average, alcohol is bought by 84 percent •• Male 04 Consumption metrics

of male respondents and 80 percent in Russia
•• Aged 26–45
of female respondents. Men buy alcohol more
05 Food
6.0 4.0 5.7 5.5 5.4 5.3 5.2 3.2 3.9 5.3 6.5 4.5 4.2 frequently (around six times per month versus •• Employed
four times in the case of women) and spend
•• At least
4.9 almost 20 percent more per purchase. 06 Cosmetics and perfumes
of average
•• The percentage of buyers is lower among financial
90%
respondents from the youngest age groups standing 07 Alcoholic beverages
80%
77%
84%
88%
73%
89%
83%
86%
86%
67%
75%
74%
(18–20 years and 21–25 years) – by 15 pp
and 7 pp, respectively. Alcohol is less 08 Catering
82% popular among respondents over 55,
too (by 5 pp). The representatives of this 09 Clothing and footwear
group also buy alcohol less frequently, i.e.,
around three times per month. 10 Consumer electronics
and home appliances
•• On average, the percentage of alcohol buyers •• The higher the income level, the more
is higher among employed respondents alcohol respondents tend to buy (74 percent 11 Baby and children’s products
(by 15 pp) and they purchase it more among respondents of weak financial
Aged 18–20
Aged 21–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
frequently (5.3 times per month versus 3.9). standing versus 90 percent among Russians 12 Appendix
They also spend RUB 200 more per purchase of strong financial standing). The high-income
than unemployed respondents. respondents buy alcohol significantly more 13 Contacts
frequently (6.5 times per month) and report
a significantly higher average receipt when
buying alcohol (around RUB 1,200, which is
1.5 times higher than the national average).

spend an average of over RUB 1,000
on alcoholic beverages offline or RUB 200
above the national average (see Appendix).
45
Alcoholic beverages
Alcohol preferences
01 Introduction
Which alcohol do you prefer? As stated above, 82 percent of respondents buy alcohol. 02 Research methodology
Beer 63% Trend Highlights 03 Key findings

Wine 59%
•• Three in five respondents stated that •• The selection of alcohol products varies
Cognac 45% their most in-demand alcoholic beverage widely depending on gender: men prefer 04 Consumption metrics
Sparkling wine 41% is beer (63 percent) and wine (59 percent). strong alcoholic drinks and beer (74 percent)
in Russia
Vodka 36% more frequently, while women favor wine
•• Cognac (45 percent) and sparkling wine 05 Food
Whiskey 25%
(69 percent) and sparkling wine (53 percent).
(41 percent) are the next in-demand
Vermouth 13% alcoholic beverages, with vodka (36 percent) •• Respondents aged below 35 give 06 Cosmetics and perfumes
Bitters 11% closing the list. preference to beer (56–72 percent)
Liqueur
and wine (59–62 percent) more frequently.
11% •• The most in-demand beverages 07 Alcoholic beverages
Cider 9% also include whiskey, preferred by one •• Senior age groups favor strong drinks
in four respondents (25 percent). (cognac and vodka) twice as much 08 Catering
compared to junior age groups.
•• Even though cider has a similar alcohol
74%
72%
72%
69%
content/strength and price, it is

66%
67%
62%
62%
63%
61%
60%
59%
59%
61%
56%
57%
56%
53%
54%
52%
52%
49%
significantly less favored by respondents

46%
46%
44%
44%
41%
(accounting for a mere 9 percent). 10 Consumer electronics

and home appliances
Expert view:
Moscow
Aged 21–35
Aged 36–60
St. Petersburg
Other cities
Aged 18–20
Over 60
“Initiatives to increase the legal age to purchase spirits to 21 will not deliver any results
as they will only increase the already significant proportion of beer and wine consumption
12 Appendix
Beer amongst the youngest consumers (18-20 year-olds). It is clear that other measures are needed
Wine to resolve the problem of alcohol consumption in this category, including education.”
13 Contacts
Cognac Representative from alcoholic beverage company
Sparkling wine
Vodka
46
Alcoholic beverages
Alcohol selection awareness

01 Introduction
Please specify your level of awareness when it comes Trend Highlights 02 Research methodology
to buying alcoholic drinks.
•• Almost one in two respondents (46 percent) •• Residents of Moscow and St. Petersburg,
believe they are relatively well aware as well as other million-plus cities have
03 Key findings
Awareness level Percentage
of alcohol quality and feel confident better knowledge of alcoholic products.
I have strong knowledge of alcohol brands, hence I am confident 46%
in my choice when it comes to making a purchase. in their choice when making purchases. 04 Consumption metrics
•• Men tend to be more confident in Russia
I have mediocre knowledge of alcohol brands, hence I ask consultants 45% •• Another 45 percent of respondents in their choices when making purchases
when I buy something new.
believe they have mediocre knowledge (59 percent versus 33 percent). 05 Food
I am not much of a specialist in alcohol brands, hence 9% of alcohol brands and ask a consultant’s
I am not confident in my choice when it comes to making •• The stronger the financial standing,
advice when buying new drinks.
a purchase (I always need a consultant’s assistance). the higher the percentage of those who 06 Cosmetics and perfumes
•• Only 9 percent of the respondents believe they have good knowledge of alcohol
are not confident in their choice brands (38 percent among respondents 07 Alcoholic beverages
and regularly ask for a consultant’s advice. of weak financial standing versus 57 percent
The percentage of buyers who are confident in their choice
of strong financial standing). 08 Catering
54 %
50%
46%
33%
36%
57%
59%
57%
45%
41%
and home appliances
46%
12 Appendix
Moscow
St. Petersburg
13 Contacts
47
Alcoholic beverages
Alcohol purchase-related concerns

01 Introduction
Please specify whether you are concerned about the risk of purchasing counterfeit alcohol Trend 02 Research methodology
when buying famous international brands.
•• Russian buyers are highly concerned about •• Specialized alcohol stores are next
the risk of purchasing counterfeit alcohol. after Duty Free in the confidence rating.
03 Key findings
Online stores 58% 31% 11%
Even when it comes to Duty Free shops, They have the full confidence of 41 percent
Next-door groceries 48% 36% 16%
nearly one in five respondents (19 percent) of the respondents. 04 Consumption metrics
Bars, cafes, restaurants 38% 44% 18% rated the risk of purchasing counterfeit in Russia
•• Despite the awareness of risks,
Convenience stores 25% 44% 31% alcohol as high. In addition, 28 percent
the respondents frequently buy alcohol 05 Food
Supermarkets 20% 45% 35% of the respondents did not rule out that
in traditional stores (over 82 percent).
Hypermarkets
Duty Free shops may sell counterfeit alcohol.
22% 39% 39%
Alcohol stores 20% 39% 41% •• Russian buyers are concerned with such Highlights
Duty Free shops in airports 19% 28% 53% risk the most when purchasing counterfeit
•• Alcohol connoisseurs are less concerned 07 Alcoholic beverages
alcohol online: the majority of respondents
with risks of buying counterfeit alcohol.
(58 percent) see this risk as high.
I am concerned, as there is a risk of buying counterfeit alcohol
Only 11 percent of the respondents fully •• The respondents aged 18–30 have 08 Catering
I am somewhat concerned, as there is some risk of buying counterfeit alcohol
trust online stores. This pessimism may significantly higher trust in bars
I am not concerned, as I fully trust the seller
stem from the fact that as at the publishing and restaurants compared to the national 09 Clothing and footwear
date online alcohol sales in Russia average level (by 10 pp). In contrast, Russians
were not allowed. over 36 are more concerned (43 percent 10 Consumer electronics
of the respondents see this risk as high). and home appliances
•• Next-door groceries are equally mistrusted
as online stores. Forty-eight percent 11 Baby and children’s products
of the respondents believe buying
alcohol in such stores is a risk. 12 Appendix
•• Russian buyers treat alcohol sold
in public eating places with suspicion, 13 Contacts
which are fully trusted by only 18 percent
of the respondents.
•• Respondents have higher trust in large stores.

Thirty-nine percent of the respondents
fully trust alcohol bought in hypermarkets,
compared to supermarkets (35 percent)
and convenience stores (31 percent).
48
Alcoholic beverages
Production geography
01 Introduction
Please specify your preferences with respect Highlights Preferred countries of origin 02 Research methodology
to the country of origin for alcoholic beverages among buyers of imported alcohol
•• The residents of wine-producing regions
03 Key findings
(Southern and North Caucasus Federal Cognac
Vodka 83% 8%
Districts) significantly more often prefer •• Western Europe – 62%
Bitters 69% 13% to buy Russian-made wine, sparkling wine, •• Southern Europe – 14% 04 Consumption metrics
Sparkling wine 53% 34% and cognac (by 7–30 pp).
in Russia
•• Eastern Europe and the CIS – 14%
Beer 51% 31%
•• In contrast, the respondents aged 18–25 Wine 05 Food
Sider 41% 37% significantly more often buy imported beer, •• Southern Europe – 49%
Cognac 38% 50% sparkling wine, and cognac (by 10–13 pp). 06 Cosmetics and perfumes
Wine 32% 52%
Liqueur 13% 71%
Sparkling wine
more frequently (compared to the national 07 Alcoholic beverages
Vermouth 12% 75% average) tend to buy foreign-made beer, cider, •• Western Europe – 66%
wine, sparkling wine, cognac, and whiskey. •• Southern Europe – 23%
Whiskey 5% 89% 08 Catering
•• Notably, the difference in financial standing Beer
I prefer Russian-produced alcohol
has almost no visible effect on preferences •• Western Europe – 79% 09 Clothing and footwear
I prefer Foreign-produced alcohol
of domestic and foreign brands. •• Eastern Europe and the CIS – 12%
Whiskey 10 Consumer electronics

and home appliances
Trend •• Northern Europe – 50%
•• North America – 29% 11 Baby and children’s products
•• In contrast to the food category, where •• Other alcohol categories are favored
domestic products are preferred approximately equally by supporters Vermouth
by the absolute majority of respondents, of domestic and foreign brands.
12 Appendix
they prefer foreign alcohol
•• Notably, about half of the respondents •• Western Europe – 30% 13 Contacts
when it comes to buying some brands.
(52 percent) choose foreign brands
Liqueur
•• Most often, Russian buyers prefer foreign when buying wine, but when it comes
alcohol when buying whiskey, liqueur, to sparkling wine they prefer domestic •• Western Europe – 41%
and vermouth (71–89 percent). brands (53 percent). •• Southern Europe – 26%
•• At the same time, respondents tend

to prefer domestically produced
alcohol when buying vodka and bitters
(83 and 69 percent, respectively).
49
Alcoholic beverages
Attitudes toward online alcohol sales

01 Introduction
Please indicate how you view online alcohol sales. Trend Highlights 02 Research methodology
•• The respondents had divided opinions •• Residents of Moscow and St. Petersburg
44
Positively, as it would make buying
20% on whether online alcohol sales tend to significantly more frequently
03 Key findings
alcohol more convenient
should be allowed (supported by 44 percent favor lifting the ban on online alcohol sales
%
Positively, as it would enable customers
13% and rejected by 43 percent). Thirteen (by 13 pp and 18 pp, respectively). They 04 Consumption metrics
to buy alcohol at lower prices
percent of the respondents were indifferent believe it will increase the convenience in Russia
Positively, as it would enable customers to lifting the ban on online alcohol sales. of making purchases.
to compare offers in different stores 11% 05 Food
•• The respondents support lifting the ban •• Men tend to support lifting the ban
Negatively, as the risk of underage on online alcohol sales because of potential on online alcohol sales more than women 06 Cosmetics and perfumes
30% customers buying alcohol would increase
higher convenience (20 percent), lower (51 percent versus 38 percent).
prices (13 percent), and comparability
4%
Negatively, as the risk of selling alcohol •• People of strong financial standing tend 07 Alcoholic beverages
during restricted hours would increase of different stores (11 percent).
to support lifting the ban more actively than
43
Negatively, as online alcohol advertising •• The opponents of lifting the ban cited respondents of weak financial standing 08 Catering
5% would increase the risk of alcohol sales to underage (56 percent versus 35 percent, respectively).
persons (30 percent).
% 4% Negatively for other reasons (please specify) 09 Clothing and footwear
Expert view: 10 Consumer electronics
13
of respondents are indifferent “The existing ban on the sale of alcoholic beverages via the Internet obviously cannot completely and home appliances
to lifting the ban on online eradicate illegal online sales. An effective step to solve this problem could be to legalize online sales
% alcohol sales. and encourage consumers to only use state-authorized online sellers. The necessity of adopting
this measure also resonates with consumers, who need a transparent and comprehensible market.”
Representative from alcoholic beverage company
12 Appendix
13 Contacts
50
Alcoholic beverages
Demand for online alcohol sales

01 Introduction
Would you buy alcohol online if the ban is lifted? Please indicate whether lifting Trend Highlights 02 Research methodology
the ban on online alcohol sales may affect your overall approach to making purchases.
•• In the event that the ban on online alcohol •• Residents of Moscow, St. Petersburg,
sales is lifted, 39 percent of consumers and other million-plus cities support lifting
03 Key findings
would be willing to use this opportunity. the ban on online alcohol sales to a larger
Yes, I would buy alcohol online, extent than residents of smaller cities. 04 Consumption metrics
but it will not affect my other purchases •• In contrast, one in two respondents in Russia
19% (50 percent) who buy alcohol in traditional •• Men tend to favor online alcohol purchases
Yes, I would buy alcohol online
and order other goods more frequently stores do not need online alcohol sales. more than women (by 11 pp). 05 Food
50% 39% No, I would not buy alcohol online
•• Another 11 percent of the respondents failed •• Respondents aged 18–30 show stronger
I don’t know
20% to evaluate the need for online alcohol sales. support for lifting the ban on online alcohol 06 Cosmetics and perfumes
sales (8 pp above the average).
•• Almost half of the respondents
11% 07 Alcoholic beverages
who would order alcohol online said •• The stronger the financial standing
they would more frequently make other of the respondents, the higher the percentage
online purchases including food, home care of those willing to buy alcohol online 08 Catering
products, non‑alcoholic beverages, etc. if the respective restrictions are lifted.
The percentage of consumers willing to buy alcohol online
(19 percent of the total consumers of alcoholic 09 Clothing and footwear
•• Expectedly, the percentage of those willing
beverages). As a reminder, on average,
to buy alcohol online (76 percent) is higher
44%
48%
60%
38%
34%
38%
43%
39%
29%
33%
32%
52%
47%
76%
11%
82 percent of Russians make purchases
among the supporters of lifting the ban,
of alcohol. Hence, the lifting of restrictions and home appliances
although even 11 percent of the opponents
on online alcohol purchases may provide
stated that they would use online stores 11 Baby and children’s products
an impetus to the online retail industry both
to buy alcohol.
39% in this segment and other product categories.
12 Appendix
13 Contacts
Moscow
St. Petersburg
Aged 18–30
Aged 31–45
Over 45
of lifting the ban

Supporters
of lifting the ban

Opponents
51
Alcoholic beverages
Attitudes toward alcohol advertising

01 Introduction
Please specify your attitude toward the resumption 02 Research methodology

of alcohol advertising on TV/in print media/online
03 Key findings
17% 18% 22% Trend Highlights
•• The general attitude toward alcohol •• Men appear to be significantly •• Respondents aged 18-30 appear to be 04 Consumption metrics
advertising in different media appear more tolerant to the idea of resuming more tolerant on this count when it comes in Russia
to be negative. Only one in five alcohol advertising in various formats to the resumption of alcohol advertising
05 Food
respondents has a positive perception (the balance support rate is 19–22 pp on TV (by 19 pp above the average), in print
of alcohol advertising (17–22 percent), higher than in the case of women). media (by 13 pp), and online (by 18 pp).
while 60–‌68 percent perceive it negatively. 06 Cosmetics and perfumes
-38%
•• The most negative attitude

-43%
was reported toward TV advertising 07 Alcoholic beverages
Aged 31–45
Aged 18–30
-51%
(-51 percent by the balance value).
Over 45
08 Catering
•• Respondents seem to be significantly more
tolerant toward advertising in print media
and online (-43 and -38 percent, respectively),
68% 61% 60%
which exceeds the respective balance value Average
for TV advertising by 8 pp and 13 pp.
balance 10 Consumer electronics
TV advertising
Advertising
in print media
Online advertising
values and home appliances

-38%
-43%
-51%
12 Appendix
13 Contacts
-41%
-34%
-27%
-61%
-53%
-49%
-32%
-30%
-20%
-56%
-50%
-48%
-56%
-45%
-40%
Positively
Negatively
Balance
TV advertising
Advertising in print media
Online advertising
52
Catering
01 Introduction
03 Key findings
in Russia
05 Food
08 Catering
and home appliances
12 Appendix
13 Contacts
53
Catering
Going to fast-food cafes

01 Introduction
Consumer activity metrics •• The majority of respondents (79 percent) 02 Research methodology
go to fast-food cafes five times a month
850 800 650 900 750 850 800 750 850 1,000 800 700
on average, with the average receipt The profile 03 Key findings
being about RUB 800. of a typical
visitor
RUB 800 •• Women tend to be more active 04 Consumption metrics
cafe‑goers than men (by 8 pp), but men •• Male in Russia
tend to go to cafes more frequently
•• Aged 18–25 05 Food
5.6 4.2 5.7 4.5 5.1 5.0 4.5 3.2 5.5 7.1 4.6 3.0 (5.6 times per month versus 4.2).
•• Employed
•• Respondents aged 18–35 go to cafes 06 Cosmetics and perfumes
4.9
more frequently than the rest (12–14 pp •• At least
above the average). At the same time, of average
the representatives of the junior age group financial 07 Alcoholic beverages
84%
84%
83%
89%
63%
69%
86%
93%
75%
76%
91%
71%
(18–25 years old) go to cafes more frequently standing
than others (5.7 times per month), but spend 08 Catering
79% less (RUB 650, or RUB 150 below the average).
•• Among employed respondents,
the average receipt is RUB 100 higher
than for unemployed ones, while the visiting
and home appliances
frequency is higher (5.5 times a month).
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
the larger the average receipt and the

higher the visiting frequency: from RUB 700
12 Appendix
and 3 visits/month among respondents
of weak financial standing, to RUB 1,000 13 Contacts
Average receipt, RUB and 7.1 visits/month among respondents
Purchasing frequency per month of strong financial standing.
•• In Moscow and St. Petersburg, people eat
out in fast food restaurants more often than
people in other cities (6.4 times per month
and 5.9 times per month respectively),
with Moscow also reporting the highest
average receipt of RUB 1,000 (see Appendix).
54
Catering
Going to restaurants/bars
01 Introduction
Consumer activity metrics •• Three in four respondents (75 percent) 02 Research methodology
go to restaurants and bars from time
to time (every ten days on average) The profile 03 Key findings
2,000 1,850 1,550 1,750 1,750 2,200 2,250 1,950 1,900 2,350 1,850 1,550
and spend around RUB 1,950 per visit. of a typical
visitor
RUB 1,950 •• Men tend to go to restaurants and bars 04 Consumption metrics
somewhat more frequently than women •• Male in Russia
(3.5 times a month versus 2.1).
•• Aged 18–35 05 Food
3.5 2.1 3.9 2.8 2.8 2.6 2.1 2.3 2.9 4.3 2.3 1.6
•• Respondents aged 18–45 tend
•• Employed
to go to restaurants and bars more often 06 Cosmetics and perfumes
2.7 •• At least
compared to the average level (by 5–10 pp).
The respondents aged over 45 reported of average
the largest receipt amount per visit financial 07 Alcoholic beverages
90%
80%
84%
73%
83%
72%
63%
82%
78%
62%
62%
85%
(RUB 2,200–2,500). The representatives standing

of the junior age group (18–25) 08 Catering
go to restaurants and bars most
75%
frequently, but report the lowest 09 Clothing and footwear
average receipt amount (RUB 1,550).
•• The percentage of buyers is significantly

and home appliances
higher among employed respondents
than unemployed (by 22 pp). 11 Baby and children’s products
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
•• Ninety percent of respondents of strong •• Moscow residents are the most regular
financial standing go to restaurants patrons of restaurants and bars, visiting
12 Appendix
and bars. The stronger the financial 3.7 times per month and spending the most
standing the larger the average receipt per visit (RUB 2,200) (see Appendix). 13 Contacts
Average receipt, RUB amount as well as the frequency of going
Purchasing frequency per month to restaurants and bars (from 1.6 times
Percentage of Russians making purchases a month and RUB 1,550 among respondents
of weak financial standing to 4.3 times
a month and RUB 2,300 among respondents
of strong financial standing).
55
Catering
Going to public eating places

01 Introduction
How frequently and under which circumstances During the six months preceding 02 Research methodology
do you visit public eating places? the survey 73 percent of the respondents
visited public eating places. 03 Key findings
During lunch breaks

72 % 7 times per
month
Trend
•• Seventy-two percent of the respondents

in Russia
said they go to public eating places during
71 3
05 Food
lunch breaks. On average, they have lunch
On workdays after work times per
in public eating places seven times a month.
% month
•• Seventy-one percent of the respondents
38 4
go to various public eating places
On workdays before work times per from time to time on workdays. On average, 07 Alcoholic beverages
(for breakfast) % month this occurs three times per month.
08 Catering
61 3
•• The respondents go to cafes the least
frequently on workday mornings.
At any time during workdays times per 09 Clothing and footwear
Only one in three respondents (38 percent)
(business meetings) % month
has breakfast this way. On average,
1
this happens on a weekly basis.
90
and home appliances
On weekends times per •• Sixty-one percent of the respondents hold
%
month business meetings in cafes and restaurants.
•• The absolute majority of respondents 12 Appendix

On special occasions
89 % 1 times per
mont
(89–90 percent) go to cafes and restaurants
on weekends, as well as on special occasions. 13 Contacts
The percentage of Russian visitors going to public

eating places under the specified circumstances
Average regularity
56
Catering
Going to public eating places

01 Introduction
Please specify how frequently and when you visit public eating places. Highlights 02 Research methodology
9.3 6.0 7.4 7.6 6.2
as well as other million-plus cities
03 Key findings
7.0 The percentage of Russian visitors going to public
eating places under the specified circumstances report significantly higher attendance
of public eating places during lunchtime 04 Consumption metrics
77%
77%
73%
67%
85%
During lunch breaks

(5–13 pp above the average). The residents in Russia
On workdays after work
of Moscow most frequently have lunch
72% On weekends 05 Food
in this way (9.3 times a month on average).
Average regularity •• The frequency of visiting cafes 06 Cosmetics and perfumes
During lunch breaks and restaurants on workdays after work
4.2 3.6 3.5 3.3 2.9 On workdays after work is higher among residents of Moscow and
On weekends St. Petersburg (80–85 percent). The larger 07 Alcoholic beverages
3.3
the city the higher the frequency of going
08 Catering
80%
77%
64%
85%
75%
to public eating places, i.e., from 2.9 times

a month in cities with less than 500,000
71% inhabitants to 4.2 times a month in Moscow. 09 Clothing and footwear
•• Among those who go to public eating
places, Moscow residents visit cafes
and home appliances
and restaurants most frequently
1.4 1.4 1.3 1.3 1.2
(96 percent of the respondents). 11 Baby and children’s products
1.3
12 Appendix
90%
90%
89%
96%
92%
90%
13 Contacts
Moscow
St. Petersburg
57
Catering
Buying ready-to-eat food in traditional stores

01 Introduction
Consumer activity metrics •• The majority of respondents buy ready-to- 02 Research methodology
eat food in traditional stores (78 percent).
750 600 550 700 550 800 600 550 700 950 600 450
On average, the respondents make such The typical 03 Key findings
purchases approximately 5.8 times a month, shopper profile
each of them averaging RUB 650.
RUB 650 •• Male 04 Consumption metrics
•• Men tend to order ready-to-eat food in Russia
•• Aged 18–35
in traditional stores more frequently
05 Food
6.5 5.1 7.3 5.5 5.7 5.9 5.0 5.1 6.0 7.7 5.9 3.8 than women (6.5 versus 5.1) and spend •• Employed
RUB 150 more per purchase.
5.8
•• At least 06 Cosmetics and perfumes
•• The respondents aged 18–35 show of average
a higher willingness to buy ready-to-eat financial
food online (7–13 pp above the average). standing
66%
82%
70%
82%
82%
70%
78%
78%
85%
85%
75%
91%
The representatives of the junior age group

(18–25) buy ready-to-eat food most frequently 08 Catering
(almost twice a week on average) and spend
78%
around RUB 550 per purchase. 09 Clothing and footwear
•• Employed respondents spend RUB 150 more
per order than unemployed respondents.
and home appliances
•• The stronger the financial standing, the higher
the average receipt and the order frequency:
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
from RUB 450 and 3.8 orders/month among

respondents of weak financial standing,
12 Appendix
to RUB 950 and 7.7 orders/month among
respondents of strong financial standing. 13 Contacts
•• Respondents from Moscow reported
the highest average receipt for ready-to eat
food (RUB 900), which is almost 40 percent
above the average (see Appendix).
58
Catering
Buying ready-to-eat food online

01 Introduction
Consumer activity metrics •• Two in five respondents (38 percent) order 02 Research methodology
ready-to-eat food online. The order averages
RUB 1,250, which is almost twice the respective The typical 03 Key findings
1,350 1,150 900 1,100 1,450 1,550 1,000 900 1,350 1,500 1,250 800
purchase in a traditional store. On average, shopper profile
respondents place about three orders a month.
RUB 1,250
•• Male 04 Consumption metrics
•• There are more women than men ordering in Russia
•• Aged 18–35
ready-to-eat food online (by 6 pp), but men make
05 Food
3.8 2.5 4.3 3.3 2.5 3.2 1.8 2.7 3.2 4.3 2.7 2.1 such purchases more frequently (3.8 versus 2.5). •• Employed
•• The respondents aged 18–35 show a higher •• At least

3.1 06 Cosmetics and perfumes
willingness to buy ready-to-eat food online of average
(55 percent). However, the average receipt financial
is the largest (around RUB 1,500) among standing 07 Alcoholic beverages
46%
29%
56%
25%
42%
45%
35%
55%
55%
26%
19%
41%
the respondents aged 36–55. Only one

in five respondents (19 percent) aged 08 Catering
over 55 order ready-to-eat food online,
which is twice below the average. 09 Clothing and footwear
•• Employed respondents spend RUB 1.5 more
38%
per order than unemployed respondents.
and home appliances
Also, the percentage of employed respondents
ordering ready-to-eat food online 11 Baby and children’s products
is twice higher compared to the unemployed
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
(46 percent versus 25 percent). 12 Appendix

•• The stronger the financial standing, the larger •• Almost half of respondents from Moscow
the average receipt amount and the higher and St. Petersburg (45–48 percent)
13 Contacts
Average receipt, RUB the order frequency: from RUB 800 have gone online to buy ready-to-eat
Purchasing frequency per month and 2.1 orders/month among respondents food. People in Moscow buy ready-to-eat
Percentage of Russians making purchases of weak financial standing, to RUB 1,500 food online more often (3.7 times per
and 4.3 orders/month among respondents month), spending RUB 1,400 per purchase,
of strong financial standing. The percentage or RUB 150 above the average (see Appendix).
of those ordering ready-to-eat food online
is higher among respondents of strong
financial standing (56 percent).
59
Catering
Ordering ready-to-eat food

01 Introduction
Please specify the services you use to order ready-to-eat food. As stated above, 38 percent of respondents order ready-to-eat food online. 02 Research methodology
Restaurant’s own delivery service 63% Trend Highlights 03 Key findings

Delivery Club 31%
•• Most frequently, they use restaurant delivery •• There is a higher (and approximately equal)
Yandex.Eda 26% services (63 percent), not delivery aggregators percentage of Delivery Club and Yandex.‌Eda 04 Consumption metrics
Ready-to-eat meal for several days 7% like Yandex.Eda or Delivery Club. The key users among residents of Moscow in Russia
ZakaZaka 5% reason is that delivery aggregators operate and St. Petersburg (41–44 percent).
05 Food
Eda.me
mainly in major cities, while restaurant
4% •• The percentage of Delivery Club and Yandex.
delivery services are available everywhere.
Eda users is also higher in million-plus
•• At the same time, one in three respondents cities, as well as cities with more than
order ready-to-eat food online using 500,000 inhabitants. This difference is due
44%
30%
34%
23%
22%
22%
43%
33%
20%
36%
27%
27%
42%
52%
24%
26%
18%
21%
41%
41%
Delivery Club (31 percent) and Yandex.Eda to the higher penetration of Delivery Club 07 Alcoholic beverages
(26 percent). services in Russia on average.
08 Catering
31% •• There is a new food delivery service gaining •• Respondents aged 18–25 tend to use delivery
popularity: 7 percent of the respondents aggregators more frequently than average.
26% 09 Clothing and footwear
reported that they ordered a several-day However, Delivery Club is more preferred
stock of meals online. than Yandex.Eda (52 percent versus
33 percent). In contrast, the representatives 10 Consumer electronics
and home appliances
of senior age groups (over 55) more
Moscow
St. Petersburg
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
frequently use Yandex.Eda (27 percent 11 Baby and children’s products

versus 20 percent).
12 Appendix
Expert view:
“A rapid transformation of consumer behavior is underway in Russia: the delivery of ready-to-eat food 13 Contacts
Delivery Club is becoming an everyday time-saving tool. We call this process a culture shift. Such changes occurred
Yandex.Eda in China, where residents traditionally preferred to cook at home. But today, for a new generation
of Chinese consumers, home-cooked food has become almost elitist. We expect similar changes
in Russia over the next four years.”
Ruslan Gafurov, Managing Partner of Delivery Club
60
Clothing
and footwear 01 Introduction
03 Key findings
in Russia
05 Food
08 Catering
and home appliances
12 Appendix
13 Contacts
61
Buying clothing and footwear

Consumer activity metrics •• As stated above, almost all Russian shoppers 03 Key findings
purchase clothing and footwear in traditional
stores. On average, the respondents The typical
3,850 3,800 3,650 3,600 3,850 4,050 3,950 3,600 3,950 5,000 3,750 2,900 04 Consumption metrics
make such purchases approximately shopper profile in Russia
two times per quarter (three months),
RUB 3,850 •• Female
each of them averaging RUB 3,850. 05 Food
•• Aged 18–45
•• The percentage of those buying clothing
1.9 2.0 2.2 2.0 2.2 2.0 1.6 1.9 2.0 2.9 2.0 1.7 and footwear in traditional stores is slightly •• Employed 06 Cosmetics and perfumes
higher among women (by 3 pp).
•• At least
2.0 •• Meanwhile, the percentage of clothing of average
and footwear buyers in traditional stores financial
is somewhat lower (by 2 pp) among standing 08 Catering
99%
99%
99%
99%
98%
98%
98%
96%
96%
96%
97%
95%
the representatives of senior age groups

97% (over 55). 09 Clothing and footwear
•• Employed respondents spend RUB 350 more
per purchase than unemployed respondents.
and home appliances
•• On average, respondents of strong
financial standing make such purchases
around three times a quarter and spend
RUB 5,000 per purchase, while respondents
12 Appendix
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
of weak financial standing make such

purchases approximately 1.7 a quarter 13 Contacts
and spend around RUB 2,900 per purchase.
•• Respondents from Moscow tend to shop

for clothing and footwear in brick-and-
Purchasing frequency per quarter (three months)
mortar stores more often than those
from St. Petersburg (2.4 times per quarter
versus 1.7 times per quarter). However,
St. Petersburg has higher spending
per purchase compared to Moscow
(RUB 4,700 versus RUB 4,300) (see Appendix).
62
Buying clothing and footwear

in online stores 01 Introduction
Consumer activity metrics •• Two in three Internet users (68 percent) 03 Key findings
buy clothing and footwear online. A purchase
averages RUB 3,600, which is RUB 250 The typical
below the average receipt in a brick-and- shopper profile in Russia
mortar store. On average, Russian shoppers
make two purchases per quarter. 05 Food
•• Aged 18–35
1.8 2.0 2.5 1.8 2.0 1.9 1.7 1.8 2.0 3.2 2.0 1.7 and footwear in traditional stores is higher •• Employed 06 Cosmetics and perfumes
among women (by 20 pp). At the same
•• At least
time, men tend to make such purchases 07 Alcoholic beverages
1.9 of average
significantly more frequently (2.0 times
financial
per quarter versus 1.8). 08 Catering
standing
80%
77%
77%
84%
73%
72%
63%
70%
57%
59%
57%
55%

and footwear online is higher among 09 Clothing and footwear
the respondents aged 18–35 (9–12 pp above
68% the average). The representatives of this 10 Consumer electronics
group also tend to make such purchases and home appliances
more frequently (1.8–2.5 times per quarter),
but spend less on average (RUB 300–500
below the average per purchase).
12 Appendix
•• On average, employed respondents make
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
two purchases per quarter compared to 13 Contacts

unemployed respondents (1.8). The percentage
of those making such purchases is also
higher among the employed (by 14 pp).
Purchasing frequency per quarter (three months) •• The percentage of those buying clothing and •• Online clothing and footwear shopping
Percentage of Russians making purchases footwear online is higher among respondents is most popular in St. Petersburg (75 percent).
of strong financial standing (16 pp above The city is also the leader in terms of the
the average). On average, the respondents average per purchase spend (RUB 4,300)
make such purchases approximately 3.2 times (see Appendix).
a quarter, each of them averaging RUB 4,250.
63
Brand loyalty
01 Introduction
Please specify how you purchase clothing and footwear. During the six months preceding the survey 99 percent of the respondents 02 Research methodology
bought clothing and footwear.
I have a favorite brand
that I buy most frequently 5% 03 Key findings
I have several favorite brands Trend Highlights
that I buy most frequently 25%
I have favorite brands, but

•• One in three Russian shoppers (30 percent) •• The percentage of brand loyalists 04 Consumption metrics
I buy other brands, too 24%
mostly buy clothing and footwear from one is significantly higher in Moscow (by 15 pp).
in Russia
I have no favorite brand, but or several favorite brands (brand loyalists).
I prefer buying famous brands 11% •• Also, the percentage of brand loyalists 05 Food
I don’t pay attention to brands and can •• Thirty-five percent of shoppers do not select is significantly higher among the respondents
buy unknown brands or no-name goods 35%
specific brands and tend to buy mainly aged 18–25 (by 11 pp). 06 Cosmetics and perfumes
well‑known brands.
•• The stronger the financial standing
•• Also, 35 percent of the respondents stated the higher the percentage of brand loyalists 07 Alcoholic beverages
The percentage of brand loyalists
that they do not care about brands, as they (from 22 percent among respondents of weak
are ready to buy clothing and footwear from financial standing to 43 percent among 08 Catering
30%
34%
22%
29%
43%
29%
33%
27%
27%
25%
45%
35%
41%
obscure brands or no-name goods. respondents of strong financial standing).

30%
and home appliances
12 Appendix
Moscow
St. Petersburg
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
13 Contacts
64
Store selection preferences

01 Introduction
Please specify where you purchase clothing and footwear. Trend Highlights 02 Research methodology
24% •• Almost half of the respondents (47 percent) •• The percentage of those preferring
I prefer to make purchases in mono-brand stores 25%
25% prefer to buy clothing and footwear shopping malls is higher among women
03 Key findings
43% in shopping malls. (by 7 pp). Men tend to prefer multi-
I prefer to make purchases in multi-brand stores
47%
50% brand and mono-brand stores more
•• One in five respondents (20 percent) in Russia
I prefer to make purchases in shopping malls 23% (by 5 pp and 3 pp, respectively).
where several price categories are available 20%
18% buy clothing and footwear in multi-brand
10%
stores selling several brands at once. •• The higher the income level, the higher 05 Food
I have no preferences for the store category, location is key 8%
7% the percentage of multi-brand and mono-
•• Eight percent of the respondents prefer
brand store-goers. Almost one in three 06 Cosmetics and perfumes
mono-brand stores.
Men respondents of strong financial standing
51%
Woman •• One in four respondents (25 percent) buy clothing and footwear in multi-brand
47%
42%
All said the store type was not important, stores (30 percent), while 12 percent
with location being key. buy it in mono-brand stores.
32%
30%
08 Catering
25%
•• The percentage of those with no specific

20%
16%
store preference is higher among

12%
12%

respondents of weak financial standing
8%
5%
(7 pp above the average).

•• The residents of Moscow prefer to make and home appliances
Shopping malls
Multi-brand
Mono-brand
Convenient
location
purchases in mono-brand stores (16 percent).

12 Appendix
Strong financial standing 13 Contacts

Medium financial standing
Weak financial standing
65
Attitudes toward leather and fur products

01 Introduction
Please specify your attitude toward leather and fur clothing and footwear Trend Highlights 02 Research methodology
•• The majority of respondents prefer •• Respondents aged over 45 tend
I don’t pay attention to the use
to buy leather and fur clothing to prefer leather and fur clothing
03 Key findings
of leather and fur in clothing and footwear
I prefer to buy leather and fur clothing and footwear (72 percent): and footwear (by 3–6 pp).
3%
20% and footwear and would buy it even –– One in five respondents (20 percent) 04 Consumption metrics
if it was significantly more expensive
•• In contrast, respondents aged 18–25 prefer in Russia
10% prefer clothing and footwear made
animal-free clothing and footwear (25 percent,
I prefer to buy leather and fur clothing from natural materials even
72% and footwear and would buy it or 12 pp above the national average). 05 Food
if it is significantly more expensive.
15% 52% at comparable prices
–– More than half of the respondents •• The stronger the financial standing, the higher
I try to avoid buying leather and fur clothing
and footwear if there are substitutes (52 percent) choose clothing and the percentage of those who prefer leather 06 Cosmetics and perfumes
offered at comparable prices footwear made of natural materials and fur clothing and footwear (81 percent
I never buy leather and fur clothing if the prices are comparable. of respondents of strong financial standing). 07 Alcoholic beverages
and footwear even if it is significantly cheaper
•• Only 13 percent of the respondents
The percentage of shoppers preferring stated that they prefer animal-free 08 Catering
leather and fur clothing and footwear
clothing and footwear.
58%
72%
63%
66%
78%
75%
74%
81%
and home appliances
72%
12 Appendix
13 Contacts
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
66
Consumer
electronics 01 Introduction
and home appliances

03 Key findings
in Russia
05 Food
08 Catering
and home appliances
12 Appendix
13 Contacts
67
Buying consumer electronics

and home appliances in traditional stores 01 Introduction
Consumer activity metrics •• On average, 91 percent of Russian shoppers 03 Key findings

buy consumer electronics and home
appliances in brick-and-mortar stores. The typical
The respondents make such purchases shopper profile in Russia
approximately 1.4 times per quarter,
RUB 9,400 •• Male
each averaging RUB 9,400. 05 Food
•• Aged 26–45
•• Men and women equally tend to buy consumer
1.6 1.2 1.5 1.5 1.6 1.4 1.2 1.2 1.5 2.2 1.4 1.0 electronics and home appliances in traditional •• Employed 06 Cosmetics and perfumes
stores (91 percent), but men do it significantly
•• At least
1.4
more frequently than women (1.6 times 07 Alcoholic beverages
of average
per quarter versus 1.2). However, women
financial
make more expensive purchases. 08 Catering
standing
A woman’s average receipt amount is almost
84%
89%
94%
94%
96%
85%
85%
93%
95%
91%
91%
91%
RUB 1,400 higher than that of a man’s.

91%
•• The representatives of the junior age group
(18–25) tend to make more expensive 10 Consumer electronics
purchases. Their average receipt amount and home appliances
is RUB 750 higher. They also buy consumer
electronics and home appliances more
frequently (twice a month). In contrast,
shoppers over 55 years of age spend
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
around RUB 8,600 per purchase

(8 percent below the average).
•• The stronger the financial standing, •• Moscow residents generally prefer

the higher the frequency of purchases to buy consumer electronics offline, visiting
(from 1.0 to 2.2 per quarter). However, traditional stores 1.9 times per quarter
Purchase frequency per quarter (three months)
the average receipt is almost the same on average. They also spend the highest
for both respondents of medium and weak amount per purchase: RUB 9,950 or RUB 550
financial standing (around RUB 9,000), above the average (see Appendix).
while shoppers of strong financial standing
spend RUB 1,400 more on average.
68
Buying consumer electronics

and home appliances online 01 Introduction
Consumer activity metrics •• The majority of respondents (60 percent) 03 Key findings
who use the Internet buy consumer
electronics and home appliances online. The typical
On average, the respondents make such shopper profile in Russia
purchases approximately two times a quarter,
RUB 8,550 •• Male
each of them averaging RUB 8,550, which 05 Food
is lower than the respective purchase •• Aged 26–45
in a traditional store by RUB 850. 06 Cosmetics and perfumes
1.7 1.4 1.8 1.6 1.6 1.6 1.3 1.2 1.7 2.2 1.5 1.3 •• Employed
•• Men are more likely than women to buy
•• At least
consumer electronics and home appliances 07 Alcoholic beverages
1.5 of average
online (65 percent versus 56 percent)
financial
and make such purchases more frequently 08 Catering
standing
(1.7 times a quarter versus 1.4). However,
48%
68%
58%
63%
66%
66%
56%
62%
78%
65%
47%
55%
women make more expensive purchases.

A woman’s average receipt amount is almost
RUB 2,200 higher than that of a man’s.
60%
•• Respondents aged 18–25 tend to make and home appliances
online purchases of consumer electronics
and home appliances more frequently
(1.8 times a quarter). In contrast,
respondents over 55 years of age make
12 Appendix
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
such purchases significantly more rarely

(approximately 1.3 a quarter). 13 Contacts
•• Employed respondents tend to buy •• Online shopping in this category is more

consumer electronics and home appliances popular in Moscow and St. Petersburg
online more frequently than unemployed (66–69 percent of the respondents).
Purchase frequency per quarter (three months)
(1.7 times a quarter versus 1.2) People in St. Petersburg shop for consumer
and spend 18 percent more. electronics and home appliances online more
often than those in other cities (1.9 times
•• The stronger the financial standing
per quarter), while Muscovites spend more
the higher the frequency and the average
per purchase (RUB 9,650) (see Appendix).
receipt (from RUB 7,750 to RUB 9,550).
69
Brand loyalty
01 Introduction
Please specify how you buy consumer electronics and home appliances During the six months preceding the survey 73 percent of the respondents 02 Research methodology
bought consumer electronics and home appliances.
9% Stronger 03 Key findings
I have a favorite brand 7%
that I buy most frequently 6%
Trend
5%
•• The strongest brand loyalty is observed
with respect to computer equipment in Russia
34%
I have several favorite brands 34% (smartphones, tablets, notebooks, PCs, etc.).
that I buy most frequently 35% 05 Food
34%
Nine percent of the respondents stated
that they buy one favorite brand.
Brand loyalty
19%
I have favorite brands, but I buy 19% •• Russians pay attention to the brand
other brands frequently, too 19% when buying home appliances (washing
19%
machines, irons, vacuum cleaners, climate 07 Alcoholic beverages
24% control equipment, etc.). Thirty percent
I have no favorite brand, but 27% of the respondents stated their readiness 08 Catering
I prefer buying famous brands 27%
to buy any famous brands.
30%
•• Overall, 12–14 percent of the respondents
14%
I don’t pay attention to brands are not brand conscious when it comes
and can buy unknown brands 13%
13% to buying different categories of appliances.
or no‑name goods
12% and home appliances
Weaker They are prepared to buy no-name products.
Computer equipment
Entertainment equipment
Kitchen equipment
12 Appendix
Home appliances
13 Contacts
70
Brand loyalty
01 Introduction
The percentage of brand loyalists Highlights 02 Research methodology

•• Men tend to be more brand conscious,
especially when it comes to buying
58%
55%
55%
brand loyalist
52%
computer and entertainment equipment
46%
profile
45%
42%
(by 5 pp and 7 pp, respectively,

41%
40%
40%
40%
39%
38%
38%
38%
38%
in Russia
33%
compared to women). •• Male
28%
25%
24%
•• The relationship between brand loyalty •• Aged 18–30 05 Food
and financial standing is observed
•• High
in all categories of consumer electronics 06 Cosmetics and perfumes
income level
and home appliances. Brand loyalty
increases from 24–33 percent •• Lives in a city
Computer
equipment
Entertainment
equipment
Home
appliances
Computer
equipment
Entertainment
equipment
Home
appliances
Kitchen
equipment
Kitchen
equipment
among respondents of weak financial of over one
standing to 52–58 percent among million people
respondents of strong financial standing. 08 Catering
•• Higher
Men Strong financial standing
education 09 Clothing and footwear
Woman Medium financial standing •• Enjoys shopping
Weak financial standing 10 Consumer electronics
and home appliances
12 Appendix
13 Contacts
71
Making a purchase decision

01 Introduction
Please specify actions that influence your final purchase decision Trend Highlights 02 Research methodology
when you buy specific consumer electronics or home appliance equipment.
•• The respondents buying consumer •• Men tend to rely on their own experience
electronics and home appliances most more than women (by 5 pp), while women
03 Key findings
Studying Internet comments 35%
38%
41% frequently make a purchase decision more frequently trust the opinion of others
Analyzing own experience 23% after studying Internet commentaries (by 6 pp) and sales consultants (by 4 pp). 04 Consumption metrics
21%
18% (38 percent), based on their own experience in Russia
•• Buyers aged below 40 more frequently
Analyzing special reviews and ratings 22% (21 percent), as well as product-specific
20%
19% look at Internet commentaries (by 6 pp), 05 Food
articles (20 percent).
while respondents over 40 years of age
Asking a sales consultant 8%
10% focus on studying product-specific articles
12% 06 Cosmetics and perfumes
9%
and ratings (by 7 pp).
Asking a friend for advice 9%
9%
•• Discount hunters make purchase 07 Alcoholic beverages
Men decisions more frequently after
Woman studying the respective Internet 08 Catering
All Analyzing commentaries and upon the analysis
own of product-specific articles and ratings
experience 09 Clothing and footwear
(by 15 pp and 10 pp, respectively).
Those who are indifferent to discounts
32%
more frequently rely on their own
and home appliances
experience (by 12 pp) and the experience
20%
Asking Studying of their friends (by 10 pp). 11 Baby and children’s products
a sales 39% Internet
consultant comments
24% 12 Appendix
12% 10%
13 Contacts
11% 8%
18%
Analyzing 21% Asking
special reviews advice
and ratings of a friend
Discount hunters
Not discount hunters
72
Store selection preferences

01 Introduction
Please specify how you buy consumer electronics and home appliances. Trend Highlights 02 Research methodology
5% •• Russian consumers prefer shopping malls •• Women tend to prefer shopping malls
I prefer to make purchases in mono-brand stores 4%
3% offering goods in several price categories more frequently than men (by 7 pp).
03 Key findings
I prefer to make purchases in multi-brand stores 35% (48 percent).

•• The respondents who have at least
35%
35%
•• Multi-brand stores are in demand as well. one favorite brand opt for mono-brand in Russia
I prefer to make purchases in shopping malls 44%
where several price categories are available 48%
51% Almost one in three respondents (35 percent) stores significantly more frequently
15%
tends to buy consumer electronics there. (21 pp above the average). 05 Food
I have no preferences for the store category, location is key 13%
11%
•• Only 4 percent of the respondents prefer •• Men are usually more indifferent
Men mono-brand stores. to the store type than women (by 4 pp). 06 Cosmetics and perfumes
Woman
•• Thirteen percent of consumers have •• Respondents of strong financial standing
All
no specific preferences with respect prefer multi-brand and mono-brand stores 07 Alcoholic beverages
to the type of store – it is the location (45 percent and 5 percent, respectively).
that matters to them. 08 Catering
53%
•• Meanwhile, respondents of weak financial

48%
45%
42%
standing most frequently choose

34%
shopping malls (53 percent) or have

25%
no store preferences at all (21 percent).

21%
and home appliances
14%
7%
5%
4%

1%
12 Appendix
Mono-brand
Multi-brand
No preferences
Shopping malls
13 Contacts
Strong financial standing

Medium financial standing
Weak financial standing
73
Demand for consumer electronics

and home appliances upgrades 01 Introduction
Please specify when you last bought the following consumer electronics 23.6 03 Key findings
Refrigerator 25.9
and home appliance items and how much you paid for them.
27.0
Average period Consumer electronics Average 18.9 04 Consumption metrics

•• This survey provided us with data Washing machine 19.2 in Russia
of use after the last and home appliance price
on the average age of consumer 21.7
purchase (RUB’000)
electronics and home appliances 26.3 05 Food
5 or more years ago Refrigerators 25.4 TV
used by the respondents. 26.3
Washing machines 19.9 27.3
In some categories, the average 06 Cosmetics and perfumes
4 years ago Microwave ovens 6.4 period of use is close to the threshold 11.7
Audio system 14.2
Cameras 16.0 of physical and technological obsolescence, 14.3
which indicates the need for an upgrade. 07 Alcoholic beverages
Desktop PCs 33.8
Prices up
8.6
Mobile phone 9.7
Vacuum cleaners 8.3 •• We also analyzed the average purchase 11.0 08 Catering
TVs 26.8 prices and respective price changes.
16.3
Notebook, netbooks 29.2 Smartphone
•• The prices for the majority of consumer 17.5 09 Clothing and footwear
17.6
3 years ago Audio systems 13.4 electronics and home appliances have
13.5
DVD, Blu-Ray and media players 7.2 increased in the past three years. Tablet 15.0 10 Consumer electronics
Mobile phones 10.5 15.4 and home appliances
•• Prices have risen most for goods
Multi-cookers 5.9 30.4
such as cameras, mobile telephones PC 32.8 11 Baby and children’s products
Tablets 14.8 and computers. 37.9
2 years ago A portable device 5.9
•• The average purchase price of relatively 15.0 12 Appendix
(MP3 players, IPod, etc.) Camera 15.2
inexpensive goods such as multi-cookers, 19.4
Radio sets 4.9
vacuum cleaners, and earphones 13 Contacts
5.9
Smartphones 17.8
decreased over the past three years. Multi-cooker 5.8
Earphones 2.5 5.7
Prices down
Air conditioners 17.5 8.8
Vacuum cleaner 8.1
E-books 8.5 7.6
Game consoles 16.1 3.0
Dishwashing machines 20.0 Earphones 2.9
2.0
1 years ago and earlier Smart speakers 5.6
2016 2017 2018
74
Baby and children’s
products 01 Introduction
03 Key findings
in Russia
05 Food
08 Catering
and home appliances
12 Appendix
13 Contacts
75
Buying baby and children’s products

Consumer activity metrics •• Two in three respondents (59 percent) bought 03 Key findings
baby and children’s products in brick-and-
mortar stores. On average, the respondents The typical
make such purchases approximately four times shopper profile in Russia
a month, each of them averaging RUB 1,850.
•• Female
RUB 1,850 05 Food
•• The percentage of baby and children’s product
•• Aged 26–35
buyers is higher among women than men
3.9 4.3 5.2 5.9 3.9 2.8 2.6 4.2 4.0 4.6 4.1 3.6 (by 6 pp). Women also tend to buy baby •• Employed 06 Cosmetics and perfumes
and children’s products more frequently
•• At least
4.1 (4.3 versus 3.9). 07 Alcoholic beverages
of average
•• The representatives of the junior age group financial
(18–25) spend RUB 2,900 per purchase, standing 08 Catering
73%
54%
69%
53%
56%
62%
62%
59%
45%
71%
51%
51%
which is RUB 1,000 above the average.

•• Employed respondents spend RUB 250
per one baby and children’s shop visit
compared to unemployed respondents.
59%
and home appliances
•• The stronger the financial standing, the higher
the average receipt and the purchasing
frequency: from RUB 1,400 and 6 purchases/
month among respondents of weak financial
12 Appendix
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
standing, to RUB 2,200 and 4.6 purchases/

month among respondents of strong 13 Contacts
financial standing.
•• Respondents from Moscow shop for baby

and children’s products in traditional stores
5.6 times a month, which is one third above
the national average; however, their average
receipt per purchase is RUB 200 below
the average (see Appendix).
76
Buying baby and children’s products

online 01 Introduction
Consumer activity metrics •• One in three respondents (37 percent) 03 Key findings
buy baby and children’s products online.
One such purchase averages RUB 2,150, The typical
which is RUB 300 above the average receipt shopper profile in Russia
in a brick-and-mortar store.
05 Food
•• The percentage of online baby and children’s
•• Aged 26–35
product buyers is significantly higher
3.2 2.7 3.8 4.4 2.3 2.4 1.3 2.3 3.2 3.8 2.8 2.1 among women compared to men (by 11 pp). •• Employed 06 Cosmetics and perfumes
2.9
•• Russians aged 18–25 spend around •• At least
RUB 3,000 per purchase, which is RUB 900 of average
above the average. However, the percentage financial
of those who make such purchases standing 08 Catering
30%
38%
29%
28%
42%
52%
25%
47%
55%
31%
31%
41%
is higher among the respondents aged

26–45 (around 50 percent). 09 Clothing and footwear
•• Employed respondents spend RUB 750
per baby and children’s products store visit
and home appliances
compared to unemployed respondents.
37%
the higher the percentage of respondents
buying baby and children’s products online
12 Appendix
Aged 18–25
Aged 26–35
Aged 36–45
Aged 46–55
Over 55
(from 28 percent among respondents of weak

financial standing to 55 percent among 13 Contacts
respondents of strong financial standing).
•• Moscow is more enthusiastic about online

baby and children’s products shopping than
other cities, reporting roughly 5 purchases
per month versus the country’s average
of 2.9 purchases per month. People in Moscow
also spend RUB 2,900 per purchase,
beating the national average by RUB 750
(see Appendix).
77
Criteria for selecting baby and children’s products

01 Introduction
What categories of baby and children’s products did you buy online During the six months preceding the survey •• Forty-two percent of the respondents 02 Research methodology
in the past six months? 62 percent of the respondents bought baby indicated that they purchased baby care
and children’s products. products in the past six months. 03 Key findings
Games and toys 84%
•• One in three respondents (35 percent)
Trend
Сhildren’s clothing and footwear 81% bought baby food. 04 Consumption metrics
•• The most in-demand baby and children’s in Russia
Baby care (diapers, napkins, creams, powders) 42% •• In the six months preceding the survey,
product categories include toys (84 percent)
baby and children’s furniture 05 Food
as well as children’s clothing and footwear
Baby food 35% as well as newborn baby products were
(81 percent). This may be due to the fact
purchased by 21 percent and 15 percent 06 Cosmetics and perfumes
Сhildren’s furniture and carriages 21% that children need these goods essentially
of the respondents, respectively.
at every age.
New baby products (baby linen,
15%
soothers, feeding bottles, etc)
Highlights 07 Alcoholic beverages
•• Production quality is a key criteria 08 Catering

considered by the respondents when
Top five criteria
selecting baby and children’s products
for choosing baby 09 Clothing and footwear
of various categories.
and children’s products
Production Production Safety Production Production Production •• In addition to production quality, 10 Consumer electronics
1
Production quality quality of use quality quality quality the respondents who are buying and home appliances
quality (74%) (83%) (69%) (72%) (78%) (83%)
toys are also concerned about safety
Safety Safety Affordable Production Natural Safety Safety and price affordability.
2 of use price quality materials of use of use
of use
(73%) (64%) (68%) (69%) (72%) (76%) •• Price affordability is another criterion 12 Appendix
Natural for buying baby clothing and footwear.
3 Affordable Comfort Natural Liked Comfort Natural
materials
price (63%) materials by children (70%) materials •• Consumers are especially keen 13 Contacts
Affordable (68%) (64%) (58%) (65%)
4 on the use of natural materials
price
Liked Natural Affordable Safety Affordable Affordable in the production of childcare goods,
5 Comfort by children materials price of use price price food and new baby products.
(56%) (61%) (63%) (56%) (63%) (56%)
Natural Safety of use Comfort Affordable Natural Comfort

materials (45%) (35%) price materials (52%)
(49%) (50%) (43%)
78
Appendix
01 Introduction
03 Key findings
in Russia
05 Food
08 Catering
and home appliances
12 Appendix
13 Contacts
79
Appendix
Consumer activity
by size of population center 01 Introduction
Food 03 Key findings

Traditional stores Online stores
All cities 99% 18.0 1,100 36% 3.6 1,450 Percentage of Russians in Russia
making purchases
Moscow 99% 17.0 1,250 44% 4.7 1,650 Purchasing frequency 05 Food
per month
St. Petersburg 99% 15.9 1,150 47% 3.7 1,400
99% 17.5 1,150 34% 3.1 1,150
99% 17.8 1,150 30% 3.5 1,500

99% 18.7 950 25% 3.5 1,350 08 Catering

Alcoholic beverages
Traditional stores
and home appliances
All cities 82% 4.9 800 11 Baby and children’s products
Moscow 83% 6.4 1,000
12 Appendix
St. Petersburg 86% 5.4 1,050
13 Contacts
81% 5.0 800
82% 5.2 800
78% 4.5 700
80
Appendix
Consumer activity
Ready-to-eat food 03 Key findings

All cities 78% 5.8 650 38% 3.1 1,250 Percentage of Russians in Russia
making purchases
Moscow 82% 6.1 900 45% 3.7 1,400 Purchasing frequency 05 Food
per month
St. Petersburg 78% 5.6 650 48% 3.1 1,100
79% 6.3 650 36% 3.0 1,350
79% 5.7 700 35% 2.8 1,350

72% 5.5 550 25% 3.0 950 08 Catering

Catering
Fast food cafes Restaurants / bars
and home appliances
All cities 79% 4.9 800 75% 2.7 1,950 Percentage of Russians 11 Baby and children’s products
making purchases
Moscow 83% 6.4 1,000 79% 3.7 2,200 Purchasing frequency
per month
12 Appendix
St. Petersburg 81% 5.9 800 79% 2.9 1,800
13 Contacts
79% 5.3 800 76% 2.6 1,800
79% 5.2 850 73% 2.8 1,900
73% 4.1 750 69% 2.6 1,900
81
Appendix
Consumer activity
Cosmetics and perfumes 03 Key findings

making purchases
Moscow 92% 2.4 2,150 54% 1.4 3,600 Purchasing frequency 05 Food
per month
St. Petersburg 92% 1.7 1,950 58% 1.2 2,650
92% 1.9 1,950 51% 1.6 2,300
89% 2.4 1,950 43% 1.4 2,650

90% 2.0 1,850 43% 1.4 2,750 08 Catering

and home appliances
All cities 97% 2.0 3,850 68% 1.9 3,600 Percentage of Russians 11 Baby and children’s products
making purchases
Moscow 97% 2.4 4,300 71% 2.2 4,000 Purchase frequency
12 Appendix
per quarter
St. Petersburg 97% 1.7 4,700 75% 1.7 4,300 (three months)
Average receipt, RUB 13 Contacts
97% 2.0 3,750 69% 2.1 3,400
97% 2.1 3,800 64% 1.8 3,500
97% 1.9 3,700 61% 1.8 3,500
82
Appendix
Consumer activity
Consumer electronics and home appliances 03 Key findings

making purchases
Moscow 93% 1.9 9,950 66% 1.5 9,650 Purchase frequency 05 Food
per quarter
St. Petersburg 93% 1.6 9,450 69% 1.9 8,350 (three months)
91% 1.5 9,250 60% 1.7 8,300
90% 1.5 9,500 53% 1.6 8,000

89% 1.2 9,150 51% 1.4 8,650 08 Catering

and home appliances
All cities 59% 4.1 1,850 37% 2.9 2,150 Percentage of Russians 11 Baby and children’s products
making purchases
Moscow 61% 5.6 1,650 42% 4.9 2,900 Purchasing frequency
12 Appendix
per month
St. Petersburg 58% 3.7 1,800 42% 3.2 1,850
13 Contacts
60% 4.2 1,900 39% 2.3 1,800
57% 4.4 1,850 33% 3.1 1,850
58% 3.8 1,850 29% 2.8 2,300
83
Contacts
01 Introduction
Oxana Zhupina
Partner 03 Key findings
Consumer Business
Group Leader 04 Consumption metrics
Deloitte CIS in Russia
ozhupina@deloitte.ru
05 Food
Authors: 07 Alcoholic beverages

If you have any questions regarding the survey, please do not hesitate to contact us.
08 Catering
Lora Nakoryakova Mikhail Gordeev
Research Centre Leader Head of research projects 09 Clothing and footwear
Deloitte CIS Research Centre
lnakoryakova@deloitte.ru Deloitte CIS 10 Consumer electronics
and home appliances
mgordeev@deloitte.ru
12 Appendix
Victoria Pigalkina Roman Karikh 13 Contacts

Analyst Analyst
Research Centre Research Centre
Deloitte CIS Deloitte CIS
vpigalkina@deloitte.ru rkarikh@deloitte.ru
84
deloitte.ru
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Consumer Activity Dynamics Amid Falling Real Household Incomes

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Consumer Activity Dynamics Amid Falling Real Household Incomes

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Consumer activity dynamics

amid falling real household incomes

01 Introduction 3 03 Key findings

06 Cosmetics and perfumes

09 Clothing and footwear

05 Consumer activity 10 Consumer electronics

06 Cosmetics and perfumes

09 Clothing and footwear

Type of purchase 02 Research methodology

06 Cosmetics and perfumes

Lower shopping Going to bars and restaurants, as well as buying

•• Other expenses 9% 07 Alcoholic beverages

09 Clothing and footwear

39% 17% 13% 22% 16% 15% 13 Contacts

Cosmetics and perfumes

•• Russian are only willing to purchase Middle

•• At least Yandex.Eda •• Aged 18–45

•• Employed •• Male 12 Appendix

Clothing and footwear

Store selection preferences 02 Research methodology

Consumer electronics and home appliances

Store selection preferences 02 Research methodology

Baby and children’s products

Categories of the most frequently 02 Research methodology

Traditional store 04 Consumption metrics

06 Cosmetics and perfumes

09 Clothing and footwear

•• The most in-demand categories 12 Appendix

* n/a – not applicable

•• Online shopping is in demand among 03 Key findings

Russian Internet users, with 87 percent

26–35, with 61 percent of them making 07 Alcoholic beverages

•• Women are more likely to make 08 Catering

•• The respondents with higher education 12 Appendix

Changes in consumer activity

* The averaged subjective perception of purchasing frequency by the respondents

Changes in consumer activity

* The estimations of respondents regarding the average receipt amount

Personal consumption expenditures

Clothes and footwear

Home care products

Counterfeit and inferior quality goods

Yes, goods were low-quality (defective, spoiled)

•• The income level has almost 09 Clothing and footwear

no impact on respondents’ propensity

•• The Black Friday participation rate

* n/a – not applicable

06 Cosmetics and perfumes

09 Clothing and footwear

Food purchases in traditional stores

18.0 •• The representatives of the youngest •• At least

standing to RUB 1,400 among respondents

•• People living in cities of less than 500,000 13 Contacts

Online food purchase

Consumer activity metrics •• On average, 36 percent of Russian buyers 02 Research methodology

•• The more senior the age group, the less

the share of buyers is higher among them 12 Appendix

4.30 4.27 03 Key findings

0 1 2 3 4 5 06 Cosmetics and perfumes

making purchases, i.e., always or frequently

•• Men tend to check the country of origin

•• Product ingredients are less in focus, 05 Food

the greater the focus on the above‑mentioned