During the late winter into early spring, consumer demand shifted noticeably toward items aimed at reducing stress and supporting well-being. Sales of anti-stress toys rose by about 50 percent compared with the same period a year earlier, while nutritional supplements saw a robust uptick of more than one third. Interest in sedatives that do not require a prescription also climbed, reflecting a broader pattern of heightened consumer focus on mood and self-care. These trends emerged from a comprehensive analysis conducted on a leading commodity management platform used by thousands of sellers across Russian marketplaces, with the findings compiled for industry review and market assessment.
Between February 19 and March 17, data gathered from more than three thousand Russian e-commerce sellers showed a 37 percent year-on-year increase in the sale of nutritional supplements. Within this category, vitamin and mineral complexes grew by 39 percent, while non-prescription sedatives rose by 38 percent. Other notable increases included products marketed for skin, hair, and nail health at 36 percent, medications intended to support joint health at 34 percent, items aimed at strengthening nervous system function at 31 percent, and products promoting gastrointestinal health at 28 percent, indicating a broad move toward holistic health support.
Regional patterns highlighted where demand was strongest. Nutritional supplements saw the most rapid growth in major urban centers and surrounding regions, including St. Petersburg (+40 percent), the Omsk and Novosibirsk regions (+39 percent and +38 percent respectively), Moscow (+37 percent), and the Voronezh region (+37 percent). These figures point to a steady expansion of health-focused shopping across diverse markets.
Demand for non-prescription tranquilizers was especially evident in metropolitan and large regional hubs. Moscow led with a 44 percent increase, followed by St. Petersburg at 42 percent and the Krasnodar Territory at 42 percent. Other regions showing marked growth included Volgograd at 41 percent, the Nizhny Novgorod and Samara regions at 40 percent, Rostov at 39 percent, and Novosibirsk at 38 percent. The overall trend reflects a heightened interest in accessible options for stress management and mood support.
Parallel to health products, sales of kinetic toys and other relaxation aids climbed as well. Items such as compact massagers, balls, puzzles, bubbles, and magnets rose by about 53 percent in total. The strongest growth in anti-stress toys appeared in the Saratov and Voronezh regions (each around 59 percent), followed by notable gains in Bashkortostan (58 percent), St. Petersburg (56 percent), and the Sverdlovsk region (approximately 59 percent). The combined momentum for these products underscores a growing consumer emphasis on practical, at-home solutions for stress relief.
In addition to sales tracking, a companion survey was conducted among a broad sample of Russians this spring to assess overall psychological well-being. The results showed that more than one-third of respondents (38 percent) reported experiencing stress more often in the first half of March than during the preceding winter. During that period, about a quarter of respondents (24 percent) reported using over-the-counter tranquilizers more frequently, with smaller shares noting a rise in use of vitamins and other supplements. About 18 percent indicated they had begun taking vitamins more regularly compared with late winter, signaling a shift in daily health routines as the season progressed.
Earlier observations by psychologists also highlighted the positive role of anti-stress toys for children as a therapeutic aid and learning tool, reflecting a broader recognition of everyday products that can support emotional resilience and coping strategies in families.