RUSSIAN CONSUMERS AND FOOD SUPPLEMENTS. Current Trends

The article covers stimulation of interest in food supplements, study of the target audience, place of food supplements in the consumer's life and future of this product category.

Cover of the article Food supplements (FSs) are still a relatively new trend for Russia. In comparison to more developed markets such as Japan, the USA and India, where their consumption reaches 50-90%, Russian consumers are just starting to familiarize themselves with various vitamin complexes. They are examining the qualities of food supplements as well as their peers’ and influencers’ attitudes towards them. This article describes what triggers interest in food supplements and what future this niche might have. 

KEY TAKEAWAYS  

  • Traditional and natural approaches to health and beauty care are not their relevance in Russia, instead they are adapting and fitting to new trends such as food supplements. This is also relevant to immune system reinforcement amid the pandemic, personal care, mental health, and so on. 

  • “Packaged” or ”ready-made” natural products offer a sense of safety that many people are craving today. It allows modern women to find traditional “folk remedies” in up-to-date and convenient product formats.  

  • The future development of food supplements may include new product formats such as inhaled options, and personalized formulas.  

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