Cautious Consumption: How Russians Are Saving on Food

Russians are changing their consumer preferences. They are opting for a savings model, cutting costs on purchases, and switching to cheaper alternatives. Market participants and experts report this. A 72.RU columnist, together with sources, seeks to understand what is happening.

What Do Retailers Say?

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

«Given the economic cooling, we are observing a slowdown in the growth of the food retail market — in physical volumes from 6–7% in 2024 to approximately 2% in 2025,» said the X5 press service to 72.RU.

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

«»Chizhik,« as a new-format discounter, is one of those stores where customer traffic is increasing due to consumers» more rational approach to financial distribution,« added X5.

The Lenta press service 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 cost per unit. Additionally, they more actively use promo codes and cashback, take marketing promotions into account to plan ahead for purchases.

«Demand is growing for mid-priced goods, even among affluent buyers. Last year, the retail market faced a slowdown in demand, so we are considering trends and actively adapting our assortment to customer needs. This includes offering the most advantageous prices,» they added.

What Is Happening?

Among the characteristic signs of the past year, Vasily Kutyin, director of analytics at Ingo Bank, notes cautious consumption.

«The population»s purchasing power remains under pressure: income growth is lagging behind expenditure growth, and high interest rates 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 economize,« the expert explains.

Besides this, there is also a strengthening of purchase rationality and growth in demand for domestic goods.

«The popularity of marketplaces continues to grow, with consumers transitioning to online formats. In Russia, the online format is popular also due to challenging climatic conditions. In our country, there are approximately 6–7 months of uncomfortable weather per 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 Ricom-Trust. He explains that this structural adjustment in consumer behavior is happening under the influence of sanctions, import substitution, high rates, and so on.

«The key signs are, firstly, rationality and pragmatism. I would say that the buyer has become smart, calculating, evaluating 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 switch to cheaper alternatives, notes Abelev — from the premium segment to the mid-range, from mid-range to economy, more often choosing retailers« own brands. Moreover, the expert adds, buyers are more actively purchasing discounted goods.

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

«This is digital hygiene, rejecting 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 willing to change stores and routes to them to buy goods on promotion. The significance of loyalty programs with real benefits and personal offers is increasing.

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

Why Are Hard Discounters in Demand?

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

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

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

What Will Happen?

Oleg Abelev speaks of an era of own brands in 2026 and the appearance 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 manifest on the consumer market in 2026.

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

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

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