Demand for Health Benefits: How the Healthy Food Market Is Growing in Russia
Published on: Jul 13, 2026
Reading Time: 5 min
15-18 September 2026
Moscow, Crocus Expo, Pavillion 3
Published on: Jul 13, 2026
Reading Time: 5 min
The healthy food market in Russia maintains positive momentum: according to market experts, it grows by 15-20% annually, and the share of natural products without sugar or chemical additives already reaches almost 10%. Consumer demand for a more conscious diet is also providing additional impetus to the category.
According to a survey conducted by the company "Milk Logic" and the analytical center NAFI, almost 80% of Russians consider a healthy diet to be the foundation of a healthy lifestyle. According to AKORT estimates, demand for healthy lifestyle products in national retail chains has grown by 15-30% over the past two years, and by up to 40% at some retailers.
Across various segments of the healthy food market, a common logic emerges: consumers still pay attention to ingredients, but are increasingly choosing products with added value.
Notable trends include growing interest in functional foods, or products with increased nutritional value. These include products containing protein, dietary fiber, vitamins, and minerals. The range of such products is expanding, not only in specialized categories but also in more everyday formats, from beverages to baked goods.
The healthy snacking category is also strengthening. Against this backdrop, retailers are increasingly developing "healthy nutrition" lines under their own brands. In 2025, demand for such products increased by 16.1% in monetary terms, to 75.2 billion rubles, and by 2.6% in volume, to 70.6 thousand tons. Products with added value demonstrated the most significant growth: protein cakes increased by 40% in monetary terms and 37% in volume, while protein bars increased by 15% and 12%, respectively.
The sports nutrition segment also remains in a growth phase. According to Infoline Analytics, by the end of 2025, sales of these products on the three largest marketplaces increased by 60% in monetary terms and by 50% in volume.
Growth is also noticeable in healthy lifestyle product sales on marketplaces. According to Wildberries, its turnover increased by a third from January to May 2026 compared to the same period last year. Sales of lactose-free products increased by 14%, gluten-free by 64%, and protein products by 19%. Protein shakes demonstrated the highest turnover growth—over 800%, protein chips by 180%, and freeze-dried fruit by 120%.
The plant-based dairy alternatives category is also showing growth. By the end of 2025, sales of plant-based creamers increased by 38.6%, liquid desserts by 23.5%, and milk alternatives by 16.9% compared to 2024. Overall, the category grew by 18.4% in volume terms.
Overall, interest in natural and organic products is confirmed by consumer research. According to RBC Market Research, 23.2% of shoppers report a need to expand their healthy food selection, while another 20.4% are interested in a wider selection of balanced meals.
A wide range of products will be presented in the Organic and Healthy Food section at the WorldFood Moscow exhibition:
The Organic and Healthy Food section at WorldFood Moscow is of practical interest to professionals working with fast-growing categories in demand in wholesale and retail trade, HoReCa, and e-commerce.
For visitors to the 2026 exhibition, a personal tour of the exhibit will provide an opportunity to see a wide range of current healthy eating products in one place, compare product offerings, and find the products they're looking for.
Sources: agroinvestor.ru, logistics.ru, retail.ru, rg.ru, sberbusiness.live, vedomosti.ru
