In the first two months of the year, retail chains in Russia sold noticeably fewer bananas than in the same period a year earlier. Data reported by RBC, which cites NielsenIQ, show a drop of about one-fifth in banana purchases. The decline is part of a broader pattern in fruit demand that has emerged over recent months, with bananas and other popular items feeling the impact of shifting consumer behavior and prices.
Analysts observed that the overall dip in banana purchases was larger than the retreat seen across fruits as a category. For instance, during January and February 2024, apple sales were physically 9% lower than in the prior year, while consumer spend on apples rose by around 13.5%. This divergence between volume and expenditure highlights that shoppers were still buying apples, but often at higher prices or in different package sizes, affecting how much money was spent even when the quantity bought did not keep pace with last year.
Dmitry Leonov, who serves as deputy chairman of the Rusprodsoyuz board of directors, described the February data as unusual. He noted that bananas tend to be a winter staple in many households, and a sustained winter demand is common. Yet, there has been a discernible shift since autumn 2023, with demand weakening and banana sales dropping by about 16.3% in September and October. The seasonal pattern appears disrupted, suggesting either a change in consumer preferences or the influence of price dynamics that linger into the colder months.
Industry voices, including Irina Koziy, the general director of Berry Union and a key figure at FruitNews, point to price pressures as a central driver of the softer banana demand. Koziy explains that the depreciation of the ruble has contributed to higher costs for retailers, which in turn has translated into elevated retail prices for bananas. With households watching expenses closely, the higher price tag for a familiar fruit can curtail purchases, even when demand would otherwise remain robust during the winter season.
Experts also warn of potential ripple effects across the food sector. Observers project that dairy product prices in Russia may rise by roughly 7% to 10% by autumn 2024, driven by continued inflationary pressures and currency-related costs. Such price shifts have a way of influencing shopper behavior across the grocery aisles, altering how consumers allocate their budgets between dairy, fruit, and other staples. The broader pattern is one of cautious spending rather than wholesale cuts, with consumers often trading down or seeking value options when prices move higher.
In related developments, there have been prior indications of price adjustments in confectionery. The general public faced a notable increase in chocolate prices in the preceding period, reflecting a combination of supply chain factors and the currency environment. This broader pricing environment means households must make careful decisions at the checkout, weighing the appeal of familiar favorites against the practical need to limit expenditures during times of financial constraint.
Overall, observers emphasize that the January-February period marked a turning point in how Russians approached fruit buying, with bananas showing sharper sensitivity to price and value perceptions compared with other fruits. While the trend is still evolving, the alignment of currency movements, retail pricing, and consumer sentiment suggests that the deployment of household budgets in the grocery segment will continue to adapt through the coming months. Market participants are watching closely for how these dynamics will influence fruit demand in the spring and summer window, when seasonal availability and promotional activity can still shift buying patterns in meaningful ways.