B2B demand for Asian cuisine ingredients surges by 45%
Interest in Asian gastronomy among Russians continues to grow, but taste preferences are evolving. According to a study conducted by METRO and Kontur.Market, which analyzed over 4 million purchases in catering establishments in the spring of 2025, Russians are focusing on hearty hot dishes and drinks of Asian origin.
Mains instead of sweets
The popularity of dishes with a pronounced taste, such as ramen, pho bo, tom yum and miso soup, remains high. At the same time, interest in desserts, including traditional mochi and bao, is declining - sales in this category fell by 25-29%. Consumers are increasingly choosing rich dishes, rich in spices and various additives, and paying less attention to sweets. Street food and Asian culture shape trends
According to restaurant market experts, the growing interest in street food from Asian countries is associated not only with taste preferences, but also with the influence of popular culture — the popularity of dramas, anime and the K-pop music genre. This contributes to the spread of Asian food formats throughout the country.
Increase in sales of ingredients for professional kitchens
METRO has recorded a significant increase in demand for specialized ingredients for restaurants and cafes. Sales of products used in Asian cooking have grown by 45% compared to last year. Products with a long shelf life are especially in demand — such as certain types of rice, dried shiitake mushrooms and various sauces.
There has also been a more than twofold increase in interest in such items as nori, breading mixtures and other dry additives. Grocery and canned goods suitable for preparing Asian cuisine are consistently included in orders from HoReCa establishments.
Demand for Asian drinks
In parallel with food, interest in moderately alcoholic drinks from Asia is growing. Thus, sake sales increased by 8%, while stronger drinks, such as baijiu and soju, are losing popularity. Consumers appreciate the mild taste and variety of aromas inherent in sake.
As for the non-alcoholic segment, bubble tea has firmly established itself on the Russian market - a drink with original additives in the form of tapioca balls. The number of establishments offering this product continues to increase - according to 2GIS, their number has increased by 14% in a year. In particular, large chains, such as "Vkusno - i tochka", have begun to offer drinks inspired by Asian tastes on their menu.
Mains instead of sweets
The popularity of dishes with a pronounced taste, such as ramen, pho bo, tom yum and miso soup, remains high. At the same time, interest in desserts, including traditional mochi and bao, is declining - sales in this category fell by 25-29%. Consumers are increasingly choosing rich dishes, rich in spices and various additives, and paying less attention to sweets. Street food and Asian culture shape trends
According to restaurant market experts, the growing interest in street food from Asian countries is associated not only with taste preferences, but also with the influence of popular culture — the popularity of dramas, anime and the K-pop music genre. This contributes to the spread of Asian food formats throughout the country.
Increase in sales of ingredients for professional kitchens
METRO has recorded a significant increase in demand for specialized ingredients for restaurants and cafes. Sales of products used in Asian cooking have grown by 45% compared to last year. Products with a long shelf life are especially in demand — such as certain types of rice, dried shiitake mushrooms and various sauces.
There has also been a more than twofold increase in interest in such items as nori, breading mixtures and other dry additives. Grocery and canned goods suitable for preparing Asian cuisine are consistently included in orders from HoReCa establishments.
Demand for Asian drinks
In parallel with food, interest in moderately alcoholic drinks from Asia is growing. Thus, sake sales increased by 8%, while stronger drinks, such as baijiu and soju, are losing popularity. Consumers appreciate the mild taste and variety of aromas inherent in sake.
As for the non-alcoholic segment, bubble tea has firmly established itself on the Russian market - a drink with original additives in the form of tapioca balls. The number of establishments offering this product continues to increase - according to 2GIS, their number has increased by 14% in a year. In particular, large chains, such as "Vkusno - i tochka", have begun to offer drinks inspired by Asian tastes on their menu.
