More than 70% of Russians expressed their willingness to overpay for local food

In RUSSIA, 78% of citizens prefer food from local producers. This is stated in a new study of the payment service "Clip".

More than 5,000 respondents aged 20 to 55 participated in the survey.

Most often, local products are chosen in the Voronezh region and Chuvashia - 86% of respondents each, in Mari El, Karelia and the Krasnodar Territory - 84%, 79% and 76%, respectively.

At the same time, 52% of respondents prefer regional producers because of the high quality of products and the natural raw materials from which they are prepared. 23% of Russians are attracted by the low price of local goods, another 25% buy "from their own" to support a local manufacturer.

Most of all, dairy products are bought from regional suppliers - 88% of respondents, MEAT products - 66%, fruits and vegetables - 36%, household chemicals and personal hygiene products - 9 and 7%, respectively.

it turned out that 37% of respondents are ready to purchase products of a local manufacturer, even if the price for it turns out to be higher than that of popular analogues of foreign and federal brands. 63% of respondents named a lower price as a priority when choosing a product, if this does not affect its quality. Among those who are willing to pay a higher price for regional products, there are twice as many Russians over 40 years old.

Aleksey Shumilin, founder, CEO of Skrepka, notes that a steady trend is being formed in the consumption of Russian-made goods. According to the payment service, 82% of the country's economically active population prefers Russian goods to foreign counterparts.

According to him, in recent years, high-quality and affordable local goods have appeared in some regions of Russia. Also, consumer behavior is influenced by the desire to help develop "one's own" regional producer.

Shumilin added that the older generation is ready to support the local manufacturer with the ruble, while millennials and zoomers prefer brands that use loyalty programs: promotions, cashback, bonuses.

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Earlier, on May 20, in a study conducted by the PRUE. Plekhanov, it was reported that the main economic indicators of some companies in the agricultural processing and food industries, as well as food retail in Russia, despite the crisis of 2020, showed a positive trend. However, most companies from other sectors of the economy "sank" due to restrictions. The return on assets of food producers has almost doubled compared to the average value. Revenues from sales in the industry increased by 11% compared to 2019, and profit from sales - by 20%. The net profit of Russian companies increased by 69% to 27 billion rubles.