In the last quarter of 2021, the number of Russians who choose goods under their own brands of retail chains exceeded 37%. RBC writes about this, citing a study by SberCIB.
In the Ivanov Consumer Index study (Ivanov is a conditional Russian with an average income level), experts noted that in the fourth quarter of 2021, the number of consumers who began to buy more products under their own brands (PL) of chains increased to 37.5% , while for the same period in 2020 there were 21.3%.
By the end of the year, buyers were most loyal to Pyaterochka products, which were chosen by 74% of Russians. In second place is Azbuka Vkusa with 64%, Lenta (57%) closes the top three.
The study notes that 42% of buyers when buying a product first look at the price, not the brand. However, the increase in the choice of retail chains' own products is explained by their active promotion.
Retailers reported that the share of their own products in the retail turnover increased over the year. So, at Pyaterochka, the share increased to 20.8% from 17.4%. In Perekrestok, the share increased from 12.4% to 15.2%.
Market participants agree that due to inflation, savings, optimization of their own budget and price gaps between brands, buyers will increasingly choose the brands of one or another retailer.
On January 28, Prime Minister Mikhail Mishustin and head of the Federal Antimonopoly Service (FAS) Maxim Shaskolsky discussed the situation with rising food prices in the country.
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