A sizable portion of Russians polled, about 57 percent, can name at least one product linked to a BRICS country. By comparison, roughly 40 percent of respondents from CIS nations could name a product associated with BRICS members, according to research conducted by the NAFI analytical center. socialbites.ca shared its own findings.
When thinking about BRICS, Russian consumers most often recall foods and beverages produced by these countries. They point to Brazil for fruit such as bananas, and also to coffee, cocoa, and meat. India is commonly linked with tea, rice, and spices. China is frequently remembered for rice, noodles, and tea, underscoring the strong association between BRICS nations and everyday edible goods.
In terms of recognition, China, India, and Brazil stand out as the producing nations with which Russians are most familiar. A notable minority struggled to name at least one product tied to these countries, with 22 percent for China, 17 percent for India, and 31 percent for Brazil unable to identify a single product.
Product attribution proved more challenging when it came to other BRICS members. South Africa, for example, caused difficulty for seven out of ten respondents. Ethiopia and the UAE also posed attribution challenges, with 55 percent and 53 percent respectively unable to name at least one product from those economies. Among those who did offer associations with food, coffee and gold were cited for South Africa, coffee for Ethiopia, and sweets for the UAE.
Approximately more than half of the participants who had trouble linking BRICS countries with specific products reported income levels below the national average, while 43 percent had average income and 31 percent were above average.
Awareness and product linkage were weakest among certain demographic groups. Those born in 1960 and later (the Boomer generation and younger) showed lower recognition, with about 55 percent and 57 percent respectively unable to name a product linked to the suggested BRICS countries.
The research encompassed a large sample of Russians, with over 1,600 participants taking part in the survey. BRICS originally referred to Brazil, Russia, India, China, and South Africa, though public familiarity often expands to include other emerging economies. The study highlights how everyday consumer knowledge varies across regions and generations, shaping how people think about global trade partners and the products closest to their daily lives.
In addition, the survey sheds light on trust in regional manufacturers within the CIS, indicating which countries within the broader area command stronger consumer confidence when it comes to household goods and everyday items, alongside the familiar BRICS associations. The results emphasize that recognition of national products is closely tied to media exposure, personal experience, and the availability of goods in the domestic market, rather than theoretical knowledge alone.