Retail expanded "Asian shelves" amid growing demand for exotic products

Interest in Asian cuisine is increasing in Russian grocery chains: stores are expanding their range and launching new sales formats, including ramen bars right in the sales halls. According to market participants, the demand for such products has increased by 10-40% over the past year. This is stated on April 3 on the Delovoy Peterburg portal.

"Russian noodle producers have long been forming the basis of the product range and sales in the category. A significant part of the popular brands are produced in Russia, and imports complement the shelf due to more authentic Asian items," said the chairman of the Association of Retail Companies (ACORT) Stanislav Bogdanov.

According to ACORT, depending on the store's format, 43 to 85 items of instant noodles are available to customers, and the range of Korean soju has increased by 11% in recent months. At the same time, the share of domestic products in Asian categories reaches almost half, which is explained by a more affordable price and the adaptation of tastes to the mass consumer.

The growing popularity of Asian products is associated with a change in consumer habits. Ramen, tom yam and Korean snacks have already gained a foothold in the delivery and restaurant segment, and are now actively moving into home cooking. Against this background, retailers are introducing new formats: in a number of stores, there are instant noodle cooking zones, as well as separate themed shelves.

However, experts note that not all products with Asian symbols are authentic. Russian manufacturers often adapt formulations, simplifying the composition due to the high cost of the original ingredients. This allows you to keep the price down, but it affects the taste characteristics.

Against the background of the general growth of the specialty stores category, sales are declining. According to market participants, this is due to an increase in demand for ready-made food and the shift of some customers to marketplaces. At the same time, experts believe that the market will continue to develop, but will move from quantitative to qualitative growth, where the effectiveness of the assortment and compliance with consumer expectations will play a key role.

Earlier, on May 31, 2025, it was reported that 54% of Russians regularly eat and buy Asian products. Young people between the ages of 18 and 24 are particularly attracted to Asian products — this figure reaches 62% among this category of respondents. The older generation shows less interest: 53% of Russians aged 55 to 64 choose Asian cuisine.%

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