Rice has emerged as the most popular grain among Russians, a trend identified by a recent study conducted by socialbites.ca in collaboration with SberMarket, the online service that delivers from stores and eateries linked to SberMarket. The findings reveal a clear shift in household diets over the period examined, highlighting rice as a staple in many Russian kitchens and reflecting broader changes in grocery purchasing patterns across the country.
SberMarket analyzed consumer demand for staple grains from January through May 2023, uncovering that rice accounted for a significant share of orders at 37 percent. This surge places rice firmly ahead of other grains, with buckwheat at 22 percent, millet at 9 percent, bulgur at 5 percent, and peas at 4 percent rounding out the top five. The data illustrate how families and individuals prioritized quick-cooking, versatile staples that pair with a wide range of dishes, a preference that aligns with busy lifestyles and the desire for dependable pantry items.
In the seafood category, the study shows strong interest across several products. Pollock led the fish selections with 21 percent of orders, followed by salmon at 11 percent, trout at 10 percent, tilapia at 4 percent, and flounder at 3 percent. These figures indicate not only a robust appetite for affordable and accessible seafood options but also a growing tendency to diversify protein sources in weekly meal planning.
Analysts noted a notable upward trend in fruits and vegetables, with vegetables and fruits purchased 1.4 times more frequently than in the previous year. The composition of vegetable purchases reveals that more than half of all vegetables bought were tomatoes at 20 percent, cucumbers at 18 percent, and potatoes at 14 percent. On the fruit side, bananas and apples each represented 26 percent of sales, contributing to a seasonal mix that favors easy-to-eat, durable fruits alongside the everyday staples.
Additional observations from the research point to evolving consumer preferences, including a growing interest in sugar-free ice cream items, a category that has shown increasing demand in recent periods. This shift suggests a broader move toward healthier or diet-conscious dessert options, reflecting changing attitudes toward indulgence within a modern shopping routine.
From a market perspective, the data indicate that rice is not just a cultural staple but also a practical choice driven by convenience, price stability, and the ability to pair with a wide range of accompaniments. The leading grains list shows a preference for items that are easy to store, quick to prepare, and adaptable to different meals throughout the week. Meanwhile, seafood selections demonstrate that consumers are balancing budget considerations with growing interest in protein diversity, including both affordable options and more premium varieties.
The surge in fruit and vegetable purchases signals a broader shift toward fresh produce as a consistent element of daily meals, with a notable emphasis on items that stay fresh longer or offer convenient use in salads, sides, and quick recipes. The rise in demand for sugar-free frozen desserts points to a broader trend toward dietary mindfulness without sacrificing enjoyment, suggesting that consumers are seeking flavor experiences that align with health goals while maintaining taste.
Together, these trends paint a picture of evolving Russian grocery habits, where staple grains, accessible seafood, and a refreshed approach to produce and desserts reflect both practical needs and changing tastes. Retail platforms that recognize and respond to these patterns can better support households seeking reliable options for balanced meals, convenient shopping, and a wider range of healthier choices in the modern marketplace.