Every second Vladimir goes to the grocery store for emotions
Expectations also depend on income. Among those who barely make ends meet, a trip to the store was called routine by 46%, and among wealthy Russians - only 22%.
It is important for most Russians to get emotions from going to the grocery store. This is evidenced by the results of a survey conducted by SBS in September 2026 among 2,512 people from 14 to 98 years old. The results of the study have RBC Life. Two-thirds of the participants admitted that the emotional component when buying products is important to them. However, it is often not about vivid experiences, but about the feeling that everything around is working as it should.
About 40% of respondents hope that the store will not spoil their mood. Another 19% expect to experience one or more positive emotions, and 8% believe that walking will significantly improve their condition. 28% consider buying food to be a non-emotional routine. Interestingly, there were more among men than among women.
Expectations also depend on income. Among those who barely make ends meet, a trip to the store was called routine by 46%, and among wealthy Russians - only 22%.
The main drivers of positive buyers call the availability of the right goods on the shelf, fresh products, cleanliness and order, polite staff and pleasant smells. Beautiful design, technology and interactivity inspire much less.
