A clear majority of Russians, about seven in ten, prefer shopping in stores that offer broad assortments at prices below the market average, and around 80% trust the quality of goods sold there. This finding comes from Romir research, which examined how consumers view discount retailers and how willing they are to buy groceries and other everyday items from discount outlets. The study sheds light on consumer confidence, shopping habits, and the perceived value of discount formats in contemporary Russia, as observed by analysts tracking retail attitudes and behavior.
The survey shows that 73% of respondents visit discount stores on a regular basis, at least once a month. Within this group, roughly a third engage with discount channels several times a month, 24% shop at discount outlets once a month or less, 21% visit weekly, 19% shop several times a week, and 6% go daily. The spread illustrates how discount formats fit into varied shopping routines and household budgeting strategies, with many households treating these stores as a staple for routine purchases.
When it comes to brand visibility and familiarity, retailers Svetofor, Chizhik, and Dobrotsen stand out as the most frequented discount chains. Notably, Chizhik is recognized as the only hard discounter with nationwide reach, leading consumers in two key dimensions: perceived product quality and overall affordability. This positioning underscores the chain’s emphasis on value without sacrificing consistency, a combination that resonates with many shoppers seeking dependable prices and accessible goods.
Conversely, Svetofor received the lowest positive perception on product quality among the leading chains. Despite this, the network reported a strong sense of service, with a majority of respondents (51%) acknowledging a high level of customer service. The contrast highlights how discount formats can excel in service delivery even when product quality perceptions vary across networks.
Affordability remains a central driver: 84% of Russians say discount stores attract them primarily because prices are affordable. Another 62% cite the ability to manage household budgets more rationally, while 42% indicate proximity to home as a decisive factor. These motivators reveal how convenience, financial practicality, and price sensitivity converge to shape shopping decisions in modern retail.
Analysts also note age-related differences in discount shopping behavior. Respondents aged 25 to 34 visit discount stores more frequently than their peers, suggesting that younger adults may place greater emphasis on value or adopt more flexible purchasing patterns. At the same time, 91% of those surveyed report no embarrassment about shopping at low-priced retailers, reflecting changing social norms around discount shopping and the normalization of value-focused consumer choices.
Attitudinal insights show that nearly half (44%) of respondents believe good products should not come with high prices. A quarter argue that discounters save on their own costs without compromising product quality, while 17% hold that discount formats can maintain quality while reducing expenses. A smaller share suggests that discount offerings have broadly acceptable quality, with 10% noting that discounters save on everything. These sentiments capture the balance shoppers seek between price and quality, and they echo ongoing debates about value across retail formats.
Overall satisfaction with discount formats remains robust. More than half of consumers (62%) feel that modern discount stores match or surpass other formats in service levels, store cleanliness, and product quality. This consensus reflects how the modern discount channel continues to evolve, aligning with consumer expectations for dependable service and consistently clean, well-stocked environments across diverse shopping occasions.