Almost half of Russians (47%) are buying fewer consumer goods and food at the end of March, which is 5 percentage points more than in the previous three months. This is evidenced by the study “the Russian buyer in new economic conditions” of Nielsen, which are available “Газеты.Ru”.
About 25% of Russian consumers say that the cost of buying everyday goods “increased significantly”, 37% said they are spending “a little more” money to buy the usual food and everyday products.
The total number of respondents, marking a growth of expenses, decreased by 11 percentage points in comparison with March 2015 and 5 percentage points in comparison with December 2015. Russian consumers continue to talk about reducing their own revenues. 48% of respondents in March 2016 stated that their household income significantly (20% or +5 p. p. compared to the results of the previous year of study) or a little (28%) has declined over the last three months.
“The Russians are tired of the protracted crisis and of austerity, which likely is the reason for such a negative assessment of their own income. In turn, this mood affects the willingness of customers to spend money and entails a reduction in the consumption of a number of categories”, — comments the head of practice “sales Effectiveness” Nielsen Russia Marina Ershova.
The main strategy of the savings of Russians is a selection of shops with low prices, this was stated by 69% of respondents and the search of bromodialone (49%). The researchers note that the search of promotions shows a sharp increase of 10 percentage points over the year. In third place remains a behavioral model in which people spend only “everything you need” (44%).
To search for more favourable price offers on products 14% of respondents turn to the Internet, of which 36% are visiting for this purpose, the websites of grocery chains. An increasingly popular channel become dollar stores (such as Fix Price, “at the same time”, “Arms”, “Your price”, etc.). 80% of Russians said that ever made a purchase in this store format, 67% of Russian consumers visited them for the last three months, 40% of them do it once a month or more.
The study “the Russian buyer in new economic conditions” was held in March 2016 in Moscow, Saint-Petersburg, Yekaterinburg, Novosibirsk, Rostov-on-don, Nizhny Novgorod, Samara and 22 cities with population over 500 thousand people. The study was conducted online among the selected by gender and age quotas 1096 Russians are main buyers of food products and consumer goods in the family.
Earlier it was reported that the economic crisis has recognized 80% of Russians.
