Russians named their favorite brands
The five most favorite brands of Russians were Ozon, Yandex, Sber, Samsung and Adidas. The NAFI rating includes 50 brands, most often associated with everyday goods and retail
The first place in the ranking of favorite brands of Russians took Ozon, the second – “Yandex”, the third – “Sber”. Samsung ranked fourth, Adidas fifth. The rating was prepared by the analytical center of NAFI with the information support of RBC and industrial support of the Association of Communication Agencies of Russia (ACAR).
Consumer goods accounted for 32% of the rating. It came in:
"Prostokvashino" - 12th place; Coca-Cola - 19th; "Good" - 20th; Nivea - 24th; "Yashkino" - 29th; "Lyubatovo" - 30th; "Clean line" - 32nd; L'Oréal - 33rd; MIXIT - 37th; Milka - 38th; Dove - 40th; "Miratorg" - 42nd; "Delicious" - 43rd; "Cow from Korenovka" - 47th; "Svet - 49"; "Svet - 48th" - 49.
Retail took up 30% of the list. In addition to Adidas, there are:
"Magnet" - 7th; Nike - 8th; "Five" - 9th; "Ribbon" - 13th; Gloria Jeans - 25th; Puma - 26th; IKEA - 31st; O'stin - 34th; "Golden Apple" - 35th; Zara - 36th; Reebok - 39th; "Chizhik" - 41st; "Vkusville" - 44th; "L'Etoile" - 45th.
Digital services and technology took 16% of the ranking. There in addition to Ozon, Yandex and Sber included:
Wildberries - 6th; T-bank - 14th; MTS - 17th; VK - 28th; Avito - 50th.
Another 12% of the list was taken by manufacturers of electronics and household appliances. In addition to Samsung, there are:
Apple 10th; Sony 11th; Xiaomi 15th; LG 22nd; Bosch 23rd.
Car brands made up 6% of the rating. It came in:
Toyota - 16th; BMW - 21st; Mercedes-Benz - 27th.
The catering category includes:
"Delicious - and period" - 18th place.
The energy category includes:
Gazprom is 46th.
AKAR Executive Director Valentin Smolyakov called the study a “barometer” that allows you to monitor the changing preferences of Russians. According to him, it is important for the market to understand which companies are becoming consumers’ favorite brands.
The rating was based on the results of an online survey of 30 thousand adult residents of all federal districts. Respondents were asked to name the brand or company they thought was their favorite and the one they felt most warmly about. The study was conducted from June to September 2026.
In the previous NAFI rating, released in December 2025, the top five consisted of the same brands, but it was headed by Samsung. Ozon ranked fourth, Yandex – second, Sber – third, Adidas – fifth.
The industry structure of the list has also changed. The share of retailers increased from 18 to 30%, while the share of manufacturers of consumer goods decreased from 36 to 32%, electronics and household appliances from 20 to 12%, digital services from 18 to 16%, automotive brands from 8 to 6%.
