Russians Save on Food by Chasing Sales and Discounts

Russians are changing their consumer preferences. They are adopting a savings-oriented model, economizing on purchases, and switching to cheaper alternatives. Market participants and experts are discussing this. The 72.RU reviewer, together with interviewees, is trying to understand what is happening.

What Do Retailers Say?

Direct market participants confirm that shoppers are saving. When discussing their behavior, they highlight the persistence of a savings-oriented consumption model, rational spending, a shift to discounters, and the search for profitable offers. Affluent buyers are showing interest in mid-price segment goods. Another trend is the slowdown in market demand.

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

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 overflow is occurring due to consumers» more rational attitude towards financial distribution,« added X5.

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

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

And What is Happening?

Among the characteristic signs of last year, Vasily Kutin, 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 the high interest rate in the first half of the year restrained both consumer loans and major purchases. Households are increasingly focusing on basic essential goods, but even on those they have to save,« explains the expert.

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

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

The preferences of Russians are changing significantly, states Oleg Abelev, head of the analytical department of the investment company Rikom-Trust. He explains that this structural restructuring of consumer behavior is occurring under the influence of sanctions, import substitution, high 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,» explains the economist.

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

The third trend, continues Abelev, 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, 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,» notes the economist.

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

Also, the economist notes, some buyers have started purposefully choosing domestic goods and thus supporting local producers — a 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 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 only from popular items, explains the economist.

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

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

What Will Happen?

Oleg Abelev talks about the era of private labels in 2026 and the emergence of premium in this segment, as well as ecological lines. He also notes that retailers are turning into powerful media platforms. According to the economist, general promotions will be replaced by pinpoint competition for the customer through mobile applications and purchase history.

Vasily Kutin notes several trends that may manifest in the consumer market in 2026.

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

Also, Kutin highlights several others: growth in the popularity of loyalty programs and cashbacks, as retailers strive to retain customers amid high competition; development of the e-grocery segment (online sale of everyday goods); increase in the popularity of ready-made food.

Recently, we asked residents of Tyumen what they save on after the New Year holidays. You can read their answers in this article.

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