Consumer Values and Behaviour in Russia

TABLE OF CONTENTS

Russians want products and services that are uniquely tailored to them

All generations like trying new products and services

Russian consumers prefer branded goods to non-branded alternatives

Russians less optimistic about their future than the global average

Consumers not as optimistic about more activities shifting to in-person

Generation Z more optimistic about their future than other cohorts

Low expectations of more community engagement in future

Over 40% feel that the world will be a more dangerous place in future

Generation Z more positive about future community engagement

All generations are exercising regularly at home

Clean air is the top consideration for Russian households

Households want to have easy access to public transport

Preference for home cooking dampens demand for takeaway food

Low motivation and lack of time are barriers to cooking at home

Gen X feel more strongly that lack of time hinders home cooking

Consumers are focused on nutrition labels on food and drinks

Healthy ingredients key; Gen Z eating more plant-based foods

Nearly 40% want a job that allows for a strong work-life balance

Work-life balance most important consideration for younger cohorts

Earning a high salary outweighs other work-related expectations

Next to earnings, working for a good manager key to middle cohorts

75% of consumers are looking for ways to simplify their lives

Millennials feel under most pressure to get things done

Socialising online has surged during the pandemic

Generation Z shift online for socialising and learning

Cinema visits are still a popular leisure activity

Millennials and Generation X are the most avid leisure shoppers

Nearly 80% regularly walk or hike for exercise

Over 40% of millennials run/jog every week to keep fit

Herbal remedies are the most popular antidote to stress

Middle cohorts have embraced sleep aids for reducing stress

Less than 60% feel they are having a more positive impact on the planet

Climate change is of greater concern to older generations

Consumers have lower-than-global-average level of green behaviours

Reducing the use of plastics is a key concern for all generations

Consumers more actively using energy-efficient products

Gen Z focus on sustainable packaging, baby boomers on energy efficiency

Consumers actively share their opinions on social/political issues

Gen Z make their purchasing decisions based on brand/company ethos

Price-conscious consumers like to find bargains

All generations have a strong focus on finding bargains

Consumers cutting back and avoiding unnecessary purchases

Baby boomers are more focused on cutting back on purchases

Purchases made via a smartphone low in comparison to other channels

All generations still prefer shopping in-store for most items

Consumers focus on increasing spending on travel and health

Gen Z have stronger intentions to increase spending on technology

Consumers actively manage their online privacy

Generation Z feel it is important to cultivate their personal brand online

Low percentage of consumers share products or purchases online

Millennials more likely to buy something via a social media platform

Nearly 70% of consumers regularly use online banking via their mobile

Middle cohorts make more regular in-store mobile payments