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This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International's eight focus megatrends and insights as to how each trend has manifested in Russia.
Euromonitor's Megatrends in Russia report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Megatrends market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
The drivers shaping consumer behaviour
Megatrends
Businesses harness Megatrends to renovate, innovate and disrupt
Digital living
Yandex to test self-drive taxis in Moscow district
Gaming ranks as Russia's top digital activity
Millennials are most likely to use apps for daily activities
Russian consumers are protective of their personal data
Baby boomers are most wary of targeted ads
Friends and family remain the most trusted source of information
Return to face-to-face activities expected post-pandemic
Experience more
Sber launches Amazon-like digital entertainment subscription service
Russian consumers enjoy all types of experience
Millennials are most likely to seek tailored experiences
Consumers turn to online socialising amid pandemic
Travellers prioritise safety, nature and relaxation
Millennials are the most eager to switch to face-to-face activities
Middle class reset
Tinkoff helps squeezed shoppers with Russia's first BNPL service
Russian shoppers are keen bargain-hunters
Baby boomers are the most frugal cohort
Repurposing is still in its infancy
Generation Z are the most likely to be cutting down on purchases
Premiumisation
Roust repositions Russia Standard Gold in ultra-premium category
Russians are searching for a simpler life
Millennials are most willing to spend money to save time
Consumers research products thoroughly before buying
Many are willing to pay extra for novelty and quality
Shifting market frontiers
AliExpress Russia launches localised app and customer support
International products are becoming less widely available
Around a quarter of Generation Z plan to work abroad in future
Baby boomers are the most eager to support local business
Shopping reinvented
Ozon expands its express delivery concept into new cities
In-store is still the preferred channel for most categories
Russians have relatively little interaction with brands on social media
Generation Z are most likely to share or retweet products and posts
Sustainable living
99Recycle creates sustainable fashion from landfill waste
Russians are trying to adopt greener lifestyles
Consumers' biggest concern is energy usage
A quarter of Russians are paying attention to companies' ethical practices
Biodegradable and paper packaging are considered most sustainable
Wellness
Corporate health platform BestDoctor set to launch consumer offering
Many Russians are taking a more proactive approach to health
Generation X are the most physically active cohort
Herbal remedies and massage are the most common antidotes to stress
Russians lag behind global counterparts when it comes to digital health
Consumers are taking more safety precautions amid pandemic
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