Almost half of Russians spend up to one hour preparing olivier for the New Year

Cooking olivier salad remains a time—consuming process for Russians - almost half of the respondents (48%) spend from 30 to 60 minutes on it, another 16% spend from one to two hours in the kitchen. This was reported to Izvestia on December 11 by analysts of the online retailer Samokat and the fintech company Humopeu, who conducted such research.

Only 20% are able to make it in half an hour, while 12% have to cook for more than two hours. Only 4% completely abandon self-cooking and buy ready-made salad.

Despite the time involved, the emotional value of the dish remains extremely high. For 22% of Russians, it is the taste of olivier that creates the feeling of an approaching holiday. This indicator demonstrates how deeply the salad is embedded in seasonal rituals and the perception of the New Year's atmosphere. In fact, we are talking about a product that performs not only a gastronomic, but also a symbolic function: it helps to feel the transition to the festive period.

Analysts record changes in consumer preferences. The classic recipe continues to be popular, but there is a growing interest in adaptations. Traditional recipes with sausage and beef are still dominant: 70% and 14% of Russians cook according to them, respectively. However, there is a noticeable interest in adaptations: 10% of buyers prefer chicken or turkey, and 3% choose plant-based alternatives.

Russians are also experimenting with sauces. As the workload increases in December, the services offer semi-ready solutions: diced vegetables, portioned versions of ingredients, and small ready-made salad sets. They are chosen by those who want to preserve the taste of tradition, but reduce the preparation time and avoid unnecessary fuss — a format that is especially in demand among urban consumers.

"Customers can choose an assortment in one package, where they do not have to choose between Mimosa and Herring under a fur coat, or portioned salads in party cups. Such formats allow us to preserve traditions and festive mood without unnecessary efforts, offering variety and convenience," Ivanna Sirotkina, head of the Ready—to-Eat category at Samokat, explained to Izvestia.

The economic component remains a key factor, but Russians demonstrate a steady demand for ingredients by choosing combinations of products from different categories and maintaining traditional cooking volumes. This creates opportunities for manufacturers and retailers to expand their product range from basic products to convenient ready-made formats.

"Research data shows that for the majority of Russians, pre-holiday shopping remains an essential ritual. The hybrid model (29%), when delicacies and unique items are ordered online, and some of the products go to the store, becomes a reasonable compromise between tradition and convenience," says Irina Polyakova, Head of Corporate Customer support at YUMOPEU.

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On December 4, the Association of Retail Companies (ACORT) announced that the minimum cost of products for Olivier New Year's salad in 2025 in large Russian retail chains will be 363 rubles. The set includes potatoes, pickled cucumbers, eggs, boiled sausage, canned peas, onions, carrots and mayonnaise for four servings.

The Izvestia TV channel reported on December 1 that herring under a fur coat has become the most profitable New Year's salad. And this is despite the fact that last year 1 kg of this dish cost 183 rubles, and this year it is already 199 rubles. In total, a New Year's table for four in 2025 will cost Russians an average of 9.1 thousand rubles, economists estimate. This figure was 13.5% more than a year ago.

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