We talk about consumer trends that we will observe in the FMCG market in 2025

Trend #1: First things first

According to the international marketing agency VML, 21% of consumers have become less likely to make expensive purchases and indulge in pleasant luxuries, and have focused primarily on the most necessary, basic categories of goods. In the food market, this has been reflected in the fact that 20% of buyers have begun to spend more money on food, while 23% have reduced their spending on alcohol, and people have also begun to save on soft drinks and eating out. This situation is associated with rising prices and, accordingly, the need for consumers to review their budgets.

Trend #2. But still, don't forget to pamper yourself

Despite the fact that the consumer confidence index stabilized in 2024 and stress levels decreased, 37% of Russians continue to experience stress to one degree or another, and one of the main ways to combat it is delicious food.

In 2024, product categories related to snacks and sweets showed faster growth. For example, sales of protein snacks grew by 57.2%. Consumers do not want to deny themselves pleasure and strive to get it, including by purchasing products with bright flavors: chips, seeds, salty cookies, dragees, lollipops, chocolate bars, glazed curds, dairy desserts and other products.

At first glance, this trend contradicts the previous one. But, in fact, such consumer behavior in difficult times is absolutely normal and reflects the need to adapt to a rapidly changing world. It's just that some people in stressful situations try to cut costs, while others seek solace in purchases that bring positive emotions.

Trend #3: Convenience and Time Saving

This trend is not new, but has recently become more and more sustainable. Consumers have begun to choose larger packages, universal products and ready-made solutions more often.

A striking example of the desire for convenience in everyday life is the growing popularity of universal multifunctional cleaning products in large packages, which help to solve several household tasks at once simply, quickly and economically.

In addition, Russians spend less and less time in the kitchen and increasingly buy ready-made food. According to a study by SberMarketing, demand for it has increased by 39% over the year. And according to the research holding Romir, in 2024, the growth in the Ready-made Food category was 35% in monetary terms and 19% in kind. At the same time, the share of sales of ready-made meals continues to grow in all trade channels and regions.

Trend #4: Focus on Health

Russians are paying more and more attention to their internal state and health. Moreover, young consumers invest in their health equally as the older generation. In this regard, the consumption of organic products and goods from the “healthy food” category is increasing.

According to surveys, 28% of Russians have changed their attitude to nutrition over the past year, and 75% have a positive attitude towards healthy eating. This, in turn, creates demand for products with probiotics, vitamins and biohacking. According to the results of 2024, sales of vitamins, minerals and dietary supplements increased by 50.7% in monetary terms.

Products without gluten, lactose or alcohol, without added sugar, goods for vegans are also no longer a rarity for the consumer basket. In 2024, sales of plant-based milk and plant-based liquid desserts increased by 27-28%, protein snacks by 68%, and lactose-free products by 85%.

In addition, analysts report that by 2030, 30% of the country's population will be over working age. This means that demand for quality basic products and health products will increase.

Trend No. 5. Craving for the local

In 2024, interest in folk motifs and Slavic core could be most often observed in fashion. But ethnic elements are also penetrating gastronomy. According to analytical data from Burger King, 64% of Russians would like to see Russian motifs in fast food, and the most popular “Russian” products are pickles (43%), rye bread (28%) and sour cream (24%). Loyalty to local brands is growing, and the attraction to them is associated, among other things, with the fact that local producers and their products inspire greater trust among consumers.