Over the past four years, consumer behavior in the Russian home goods market has changed significantly. At the same time, we can already talk about its stabilization

In our article, we will consider current and future trends in consumer behavior in the segment of goods for home, garden, sports and leisure.

Current trends 2024

Consumer behavior is an important factor that retail players need to consider, and the home goods segment is no exception.

Reasonable spending, finding the best deal, the value of promotions and special offers. The desire to optimize expenses and avoid unnecessary and emotional purchases is a global trend of the last 5-7 years. And it is becoming especially relevant given all the challenges that the domestic market and consumers have faced since 2020. Therefore, more and more consumers are trying to organize their expenses and not spend too much, including through promotions, special offers and bonus programs. In addition, customers are ready to pay attention to products in a lower price segment in order to save money.

Interestingly, there are two opposing trends in the expensive purchase segment. On the one hand, a number of consumers are refusing to buy expensive products until better times. On the other hand, some customers are buying such products right now, fearing that they will become more expensive in the future.

Growing demand for Russian brands. The departure of traditional foreign manufacturers has certainly affected the behavior of consumers of home, garden, and sports goods. At the same time, according to a survey by B1, more than half of respondents are not ready to overpay for a brand. In addition, sanctions have stimulated the development of a number of domestic manufacturers whose products are not inferior in quality to imported analogues. This is confirmed by the results of sociological research: by the end of 2023, the share of respondents noting an increase in the range of Russian-made goods increased from 45% to 67%.

Growing demand for private labels. More and more retailers in the consumer goods market for the home are producing products under their own brands (private labels). The reason is simple – in the current conditions, additional revenue, which is provided, among other things, by an attractive price, will not be superfluous. According to B1 experts, more than half of the study participants regularly purchase such products.

Online shopping opportunity. The coronavirus pandemic has become a driver of online sales growth. And despite some experts' predictions about a possible decline in this sales channel after the end of the pandemic, it continues to develop dynamically. Now many consumers pay attention to whether a store has an online platform, refusing to make a purchase if it is not there.

Growing popularity of marketplaces. This trend is generally related to the latter. The concept of being able to choose and order almost anything in one place has become the most popular in the last few years. Moreover, a developed network of pick-up points even in small towns and rural areas simplifies the process of receiving orders.

Focus on reviews. Research shows that the absolute majority of our compatriots (95%) rely on reviews and opinions when making a choice. Most often, clients aged 18-24 pay attention to them.

Eco-friendliness and conscious consumption. Despite all the events of recent years, the trend towards eco-friendliness and conscious consumption is still relevant. Moreover, the share of those buyers who pay attention to the possibility of recycling or reusing certain goods is gradually increasing.

Prospective trends for 2025

Let's consider what 2025 will be like for the home, garden, sports and leisure market. Given the high degree of uncertainty, forecasting even on such a short planning horizon is difficult. At the same time, several promising trends can be identified.

Further personalization of offers based on consumer behavior. This is one of the latest trends. It includes a careful study of consumer preferences based on their gender, generation, social group, hobbies, etc. Accordingly, manufacturers must take all these points into account if they want to release truly in-demand products.

Growing demand for local brands. Due to the departure of a number of major brands in the home, garden, sports and leisure goods sector, entire product segments have become vacant. Accordingly, this has opened a window of opportunity, including for regional producers, who have taken advantage of the moment and the support of regional authorities.

Sales and promotions will still be in demand. In the context of rising prices, more and more buyers will seek to save money and purchase goods at a discount or within the framework of loyalty programs.

The share of marketplaces and online sales will continue to grow. Having fully appreciated the convenience of this shopping format, customers are unlikely to abandon them. Thus, the share of online purchases in 2025 will continue to grow. Moreover, market leaders have fully appreciated the prospects of this channel and are developing both their own online sales and expanding the presence of products on the largest marketplaces.

Why you should visit MosHome 2025

Visiting industry events is an excellent chance to get acquainted with new consumer goods, as well as negotiate the most favorable terms of cooperation and conclude contracts right at the exhibition site.

At the exhibition, participants will present a wide range of their products in 10 thematic sections : decor and home goods, kitchen and dining room, home office furniture, household appliances, summer house and garden, sports and fitness, children's goods, pet products, holiday and Christmas decorations, consumer electronics. In 2024, the exhibition was visited by more than 12,200 visitors , representing leading players in the retail market, marketplaces and distributors.

MosHome

Key Consumer Trends 2024

Key Consumer Trends 2024