The consumer goods market in Russia grew by 12%
The consumer goods market (FMCG) grew by 12% amid an increase in online shopping and changes in consumer behavior. At the same time, the number of purchases increased by only 2%. On November 27, experts from SberAnalytics told Izvestia about this, who made an analysis based on the results of nine months.
According to the research, multidirectional trends are forming in the market: some channels are showing steady growth, while others are losing traffic or slowing down their development.
For example, catering is growing much faster than the FMCG sector. According to analysts, Russians increasingly prefer to eat out, and this affects the structure of consumption.
"The catering sector shows the highest dynamics among related markets: its turnover increased by 21%, which is almost twice the growth rate of FMCG. The average receipt increased from 545 to 608 rubles, and the number of purchases increased by 8%. The growth is mainly driven by an increase in demand, not prices," the study says.
The online food retail channel remains the fastest growing: turnover increased by 28%, the number of purchases increased by 11%, and the average receipt increased from 950 to 1,093 rubles. However, according to the authors of the study, the growth rate is lower than in previous periods, indicating a gradual saturation of the segment and stabilization of consumer habits.
"Hard discounters, convenience stores, and supermarkets continue to grow, mainly due to an increase in the average receipt. Hard discounters showed a 16% increase in turnover, with a 7% increase in the number of purchases and an increase in the average receipt from 598 to 648 rubles. Convenience Stores are also strengthening their position: turnover increased by 15%, the number of purchases increased by 6%, and the average check rose from 501 to 542 rubles," analysts say.
But in supermarkets, traffic decreased by 5%, but an increase in the average receipt from 606 to 674 rubles increased turnover by 6%, reflecting a shift in consumer preferences towards low-price formats and close availability.
Hypermarkets and traditional retail are also losing out in traffic, but they compensate for this with an average check. In hypermarkets, turnover increased by 2% with a 5% drop in the number of purchases, and the average receipt increased from 1,280 to 1,362 rubles. In traditional retail, the decrease in the number of purchases also amounted to 5%, but due to the increase in the average receipt from 426 to 481 rubles, the turnover increased by 8%. Customers are increasingly opting for more convenient channels such as convenience stores, online delivery, and discounters.
In addition, analysts note a change in consumer habits.
"The main factor in the transformation of the FMCG market remains changes in customer behavior: Russians are increasingly choosing catering establishments, the online channel remains a stable purchasing option, and low-price stores are strengthening their positions. These trends shape the structure of demand and determine the development of the market in the coming years," the study says.
SberAnalytics' research is based on aggregated, anonymized information about the needs and preferences of 111 million customers and 7 million legal entities, as well as data from more than 70 internal and external sources, which allows for a detailed analysis of various markets, taking into account their industry and regional specifics.
On November 20, an online sales expert and director of retail products at the fintech company Humopeu told Izvestia about a change in the shopping strategy of Russian customers. The key to success is a preliminary analysis. Previously, customers relied on memory, but now they have technology in their arsenal. It is recommended to start tracking the cost of desired products using special applications or browser extensions one to two weeks before the sale.
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