The latest findings from a SberMarket study, summarized by Socialbites, reveal the bread preferences of Russians this year with white loaf leading the pack. This type of bread is in high demand, edging ahead of other options by a comfortable margin and reflecting a broad shift in everyday eating habits across the country.
According to the study, white bread is ordered roughly three times more often than baguette bread, which remains the runner-up in popularity. In close proximity sit lavash and rye bread, occupying the third and fourth spots in the nationwide ranking. Borodino bread, known for its distinctive and robust flavor, rounds out the top five. Analysts also note a rapid rise in the popularity of certain crusty breads, with baguette and ciabatta showing the fastest growth this year, nearly doubling their purchase rate compared with 2022.
Across the nation, the white loaf continues to gain traction, yet regional variations exist in the order of popularity. In Moscow, rye bread holds the second-place position, while baguette claims the third spot in the capital. In cities such as Yekaterinburg and Rostov-on-Don, the ranking shifts differently: baguette takes second place in Yekaterinburg, and borodino bread occupies third. Meanwhile in Rostov-on-Don, lavash earns the third position, highlighting how local preferences can diverge from nationwide trends.
The data also reflect a growing interest in dietary nutrition among Russians. From January to September 2023, demand for rye, rice, and buckwheat breads rose by nearly 30 percent versus the same period in the previous year. Wheat and multigrain breads joined the basket more frequently, increasing by 26 percent and 14 percent respectively compared with 2022. This shift suggests consumers are exploring more varied grain bases and healthier options as part of everyday meals.
There is a note of caution in the findings regarding a bread type previously labeled as the most dangerous. The study mentions that this particular variety has drawn attention for its risk profile, prompting readers to consider the broader safety and health aspects when selecting bread. Overall, the report underscores a period of evolving tastes, with traditional favorites still dominant but newer styles gaining momentum in households across Russia and the surrounding regions, as shoppers experiment with texture, flavor, and nutritional content while shopping for daily staples.