Cautious Consumption: How Russians Are Saving on Food — An Analysis

Russians are changing their consumer preferences. They are choosing a savings-oriented model, cutting back on purchases, and switching to cheaper alternatives. Market participants and experts say so. A 72.RU reporter, together with interviewees, is trying to understand what is happening.

What do retailers say?

Direct market participants confirm that customers are saving. Discussing their behavior, they highlight the persistence of the savings-oriented consumption model, rational spending, a shift to discount stores, and the search for good deals. Affluent customers are showing interest in mid-price segment goods. Another trend is the slowdown in market demand.

«Given the cooling economy, we are seeing a slowdown in the growth of the food retail market — in physical volume from 6–7% in 2024 to ~2% in 2025,» a spokesperson for X5 told 72.RU.

They note that the consumer maintains a savings-oriented consumption model and strives for rational spending.

«»Chizhik«, as a new-format discount store, is one of those stores where customers are shifting due to a more rational attitude towards distributing finances,» added X5.

The press service of Lenta says that customers continue to save on purchases and not only seek low prices as before, but also consider the ratio of product weight to unit cost. In addition, they more actively use promo codes and cashback, take into account marketing promotions to plan purchases in advance.

«Demand for mid-price segment goods is growing, even among affluent customers. Last year, the retail market faced a slowdown in demand, so we take trends into account and actively adapt the assortment to customer needs. This includes offering the most favorable prices,» they added.

What is happening?

Among the characteristic signs of last year, Vasily Kutyin, Director of Analytics at Ingo Bank, notes cautious consumption.

«The population»s purchasing power remains under pressure: income growth lags behind expenditure growth, and the high interest rate in the first half of the year restrained both consumer loans and major purchases. Households are increasingly focusing on basic necessities, but even on those they have to save,« the expert explains.

In addition, there is a strengthening of rationality in purchases and growth in demand for domestic goods.

«The popularity of marketplaces continues to grow, and consumers are shifting to the online format. In Russia, the online format is popular also due to difficult climatic conditions. In our country, there are about 6–7 months of uncomfortable weather during the calendar year, which stimulates consumption through online channels,» says Kutyin.

Russians« preferences are changing significantly, states Oleg Abelev, head of the analytical department at the investment company Rikom-Trust. He explains that this structural restructuring of consumer behavior is happening under the influence of sanctions, import substitution, high interest rates, and so on.

«The key signs are, first, rationality and pragmatism. I would say that the buyer has become smart, calculating, evaluates price, expiration date, weight, volume, and only then the brand. The popularity of price comparison apps, loyalty cards, and cashback is growing,» the economist explains.

The second trend is the shift to cheaper alternatives, notes Abelev — from the premium segment to the mid-range, from mid-range to economy, more often choosing retailers« own brands. In addition, the expert adds, customers are more actively purchasing discounted goods.

The third trend, continues Abelev, is a focus on basic needs — spontaneous emotional purchases are decreasing; the priority is food, household chemicals, goods for children, and the like.

«This is digital hygiene, a rejection of excesses. For example, in the food service industry, the trend towards simple, quality food is becoming more noticeable, and demand for street food and more democratic formats is also growing,» the economist notes.

Another trend, says Abelev, is hyper-loyalty to discounts and promotions. According to him, customers are ready to change stores and their routes to them to buy a product on sale. The importance of loyalty programs with real benefits and personalized offers is growing.

Also, the economist notes, some customers have started purposefully choosing domestic goods and thus supporting local producers — a trend of patriotism. It appeared only in 2025.

Why are hard discounters in demand?

The trend for hard discounters is key in the market and is related to economic pressure, says Oleg Abelev. Such stores offer the minimum possible price through super-efficient logistics, minimal staff, simple design, and work with local producers, as well as an extremely narrow assortment of only fast-moving items, the economist explains.

«Another reason for the growth in the number of discounters is a change in perception. Previously, this format was associated with low quality. Now, mass consumers have come there, who saw that they can buy the same basic goods — pasta, cereals, flour, sugar, canned goods — 15–20% cheaper, or even more. And plus geographic expansion — discounters are actively entering cities where only federal chains used to be, and they win on price,» explains Abelev.

The economist predicts rapid growth of the format in the next two to three years, then — the emergence of softer and hybrid ones, perhaps with a slightly wider assortment.

What will happen?

Oleg Abelev speaks of an era of private labels in 2026 and the emergence of premium in this segment, as well as eco-friendly lines. He also notes that retailers are turning into powerful media platforms. According to the economist, general promotions will be replaced by targeted customer acquisition through mobile apps and purchase history.

Vasily Kutyin notes several trends that may appear on the consumer market in 2026.

«With high probability, we can expect further spread of buy now, pay later (BNPL) models. At the same time, there are risks that increased regulation of this segment could change the picture in the long term,» he says.

Kutyin also highlights several others: growing popularity of loyalty programs and cashback, as retailers strive to retain customers amid high competition; development of the e-grocery segment (online sales of everyday goods); increasing popularity of ready-to-eat food.

Earlier, we published a column by a local resident who works in the oil and gas sector. He told how his job works, how much he earns, and why he wants to quit shift work forever.