In the last two years most of the population was concerned about the rising prices: purchase of goods of daily demand of Russian households now spend on average 11 900 rubles. per month – 20% more than in 2014. In addition, in 2015 the average per capita income decreased by 5%. Improving sentiment analysts explain the early recovery of income, as well as habituation of consumers to the current economic situation. So, in II quarter 2016 average per capita income increased by 2% compared to 2015

However, despite improving sentiments, the Russians are still price-sensitive, say retailers. In great demand are still pricing stocks. Also, consumers continue to economize on food they consider in GfK. In particular, the most significantly growing sales of grocery products, cheap protein (eggs, meat, chicken and Turkey), vegetables and fruits. At the same time, demand for fish and seafood, bakery, prepared foods, drinks and frozen food is reduced.

According to experts PwC, in Europe, faltering consumer confidence and changes in their buying habits has had a negative impact on the economic recovery in the long term. The same, in their opinion, might occur in Russia. The increase in consumption was the main growth driver of the Russian economy. The government of the Russian Federation and the expert community is currently discussing how to change it to new sources of growth.