Russians' spending on health care increased by a quarter
In Russia, there has been a shift in consumer values towards a conscious lifestyle and disease prevention. According to a study by the Association for Electronic Communications (RAEC) for January – November 2025, which was reviewed by Izvestia on June 20, the total cost of citizens to maintain their health increased by 26% compared to the same period in 2024.
The number of transactions and the number of buyers in this area increased by 11%. The average bill in the "health-saving" categories reached 1,293 rubles, showing an increase of 13.3% compared to last year's level. The most significant expenses were recorded in dentistry and orthodontics.
In turn, trust in the manufacturer has become one of the key factors in choosing products. The study showed that 68% of Russians are ready to stop buying from the brand due to unfair advertising, and 76% refuse goods when faced with an unfairly high price, which they perceive as a deception of expectations. In addition, 74% of buyers do not consider companies that do not have a transparent digital footprint — a website, reviews, or public mentions.
When choosing products, consumers are guided by the opinion of opinion leaders. For example, 61% of Russians trust bloggers' reviews, which mention both advantages and disadvantages of products. For 48% of respondents, demonstrating the "before and after" effect is critically important, and 34% consider the real stories of other clients to be a factor of trust. In this regard, the formats of video reviews, unpacks, and test drives show high efficiency.
On June 15, it was reported that despite the growth of online purchases, the offline format still maintains a stable position and is not inferior to digital channels. For more than 70% of Russian customers, the comfort of shopping is largely determined by the level of service and thoughtful organization of the retail space.
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