Why Kurgan Residents Are Saving on Food: An Analysis

Russians are changing their consumer preferences. They are choosing a savings-oriented model, economizing on purchases, and switching to cheaper alternatives. Market participants and experts are saying this. A 72.RU observer, together with interviewees, tries to understand what is happening.

What do retailers say?

Direct market participants note that buyers are saving. Describing their behavior, they highlight the preservation of a savings-oriented consumption model, rational spending, a shift to discount stores, and searching for profitable deals. Affluent buyers are showing interest in mid-price segment goods. Another trend is a slowdown in market demand.

“Given the cooling economy, we are observing a slowdown in the growth of the food retail market — in physical volume from 6–7% in 2024 to ~2% in 2025,” the X5 press service told 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 there is an influx of customers due to more rational consumer attitudes towards distributing finances,” added X5.

The press service of Lenta says that customers 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. Besides this, they are more actively using promo codes and cashback, and take marketing promotions into account to plan purchases in advance.

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

And what is happening?

Among the characteristic features 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 these they have to save,” the expert explains.

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

“The popularity of online marketplaces continues to grow, and consumers are transitioning to an online format. In Russia, the online format is also popular due to difficult climatic conditions. In our country, over the calendar year, there are about 6–7 months of uncomfortable weather, 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; they evaluate 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 mid-range, from mid-range to economy, more often choosing retailers« own brands. Furthermore, the expert adds, buyers are more actively purchasing marked-down goods.

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

“This is digital hygiene, a rejection of excess. 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, buyers are ready to change stores and 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 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 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 personnel, 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 buyers have come there, who saw that they could buy the same basic goods — pasta, cereals, flour, sugar, canned goods — for 15–20% cheaper, or even cheaper. Well, plus geographic expansion — discounters are actively entering cities where previously there were only federal chains, and they win on price,” explains Abelev.

The economist predicts rapid growth of the format in the next two to three years, and then the appearance 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 emergence of premium in this segment, as well as eco-lines. He also notes that retailers are turning into powerful media platforms. According to the economist, general promotions will be replaced by targeted competition for the customer through mobile apps and purchase history.

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

“We can most likely expect further spread of installment payment models (BNPL). 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: growth in 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); increasing popularity of ready-made food.

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

Earlier 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.