Fix Price: buyers from the northern regions of Russia are more likely to buy sweets, and from the south - dairy products

As the sales statistics of the chain stores for April 2023 showed, residents of the northern regions are more likely to buy confectionery than others. Thus, the share of sales of sweets in the total assortment in the Fix Price stores of the Yamalo-Nenets Autonomous Okrug was 18.9%, in the neighboring Nenets Autonomous Okrug - 20.1%, and in the Republic of Sakha (Yakutia) - 19.4%. In the southern regions of RUSSIA - in the Republic of Dagestan, Kabardino-Balkaria, Ingushetia - the share of confectionery sales is lower: 16.4%, 11.2% and 14.2%, respectively. On the other hand, southerners in Fix Price often buy products of dairy-butter and egg gastronomy (yogurts, sauces, mayonnaise , butter): the share of sales in this category in the Republic of Dagestan is 2 times higher than in the Yamalo-Nenets Autonomous Okrug (4% and 1.9%, respectively). The leader among all regions in terms of MILK consumption in April was the Republic of Tuva with a share of sales of 5.2%.

“Fix Price stores in Russia cover almost the entire territory of the country, they are represented in 80 regions, from the most northern to the most southern, and the assortment of the network is diverse and at the same time compact: 2,000 commodity items in more than 20 categories from food to electronics and clothes. The product matrix remains virtually unchanged in all our stores in Russia, which means that the relative popularity of categories within the assortment in the regions can be an indicator of consumer preferences, ”said Ekaterina Goncharova, Fix Price Communications DIRECTOR .

As for non-food products, the category "perfumes and cosmetics" is most popular in the Far East - in the Amur, Sakhalin, Khabarovsk regions, Kamchatka Territory. There, the share of sales in April of this year amounted to more than 6% of the assortment of the network. Household goods (kitchen goods, cleaning products, household items) are most in demand in regions such as the Republic of Dagestan (22.4%), North Ossetia (23%) and Kabardino-Balkaria (23.1%). As for the easternmost regions (Kamchatsky Krai, Sakhalin, Primorsky Krai), the share in the sales structure there is above average in the category “personal hygiene items and means”.

Holiday merchandise is also most popular in the two Caucasian republics—decorations, tableware, and costumes for parties are bought the most in North Ossetia and the Karachay-Cherkess Republic—as well as in the Republic of Mari El.

By the way, the preferences of Muscovites and Fix Price buyers from the northern capital coincide in almost all categories of the chain's assortment. However, there are still small differences. Thus, in Moscow, the share of soft drink sales in April is 1.4 percentage points higher than in  St. Petersburg . But they buy more stationery there - 4.2% against 3.2% in Moscow.