Consumer trends 2025: X5 Media identified four key shifts in consumer behavior
At the St. Petersburg International Economic Forum, X5 Media presented up-to-date data on changes in consumer preferences in the food retail segment. The company's analytics reflect the main behavioral trends of 2025, which are already shaping a new strategy for customer interaction in trade and media.
1. Express consumption and the desire for instant results
According to X5 Media, more and more customers are opting for speed and convenience. Every third online order in X5 chains is now delivered in less than 30 minutes. According to INFOline, this market may grow threefold in the next 5 years.
Quick recipes are also gaining popularity — according to the Food.ru media platform, interest in them has grown by 40% over the past year. This indicates the audience's need for simple and quick solutions in everyday cooking.
2. Growing demand for ready-made products
Ready-made food is becoming a full-fledged part of the consumer experience. In 2024, X5 already recorded sales growth in this segment, and in 2025 it may increase by another 33%. Every third customer comes for coffee, fresh juices and baked goods — primarily due to high quality and convenience.
According to forecasts, by 2030, the volume of ready-made food sales in retail will triple, which opens up opportunities for both expanding the range of products in stores and for the active development of delivery formats.
3. A sustainable focus on a healthy lifestyle
According to a study by Rosindex, 43% of Russians today prioritize health. Young consumers are especially active in this area, increasingly choosing soft drinks, functional products, sugar-free desserts and protein snacks.
The audience of the Healthy Lifestyle category has increased by 40% over the past year. This is pushing manufacturers and retailers to adjust their product lines in favor of healthy, balanced and ethically safe solutions. For example, PepsiCo announced a reduction in sugar and salt content in its products as part of its sustainable development strategy.
4. Omnichannel as the basis of the customer journey
Today, 84% of households in Russia use an omnichannel approach - combining online and offline channels for convenience and efficiency. For the younger generation, the choice of channel no longer matters - the overall consumer experience, speed and personalization are important.
In the context of growing competition, retail is going beyond traditional trade and becoming a service. Success is ensured by brands that offer not only products, but also holistic solutions: from saving time to supporting a healthy lifestyle.
Karolina Sokolova, Managing Director of X5 Media:
“Buyers are no longer just looking for goods - they expect solutions. And the faster a person lives, the higher their demand for an individual approach, convenience and care. Retail must be prepared not just to meet demand, but to anticipate it.”
1. Express consumption and the desire for instant results
According to X5 Media, more and more customers are opting for speed and convenience. Every third online order in X5 chains is now delivered in less than 30 minutes. According to INFOline, this market may grow threefold in the next 5 years.
Quick recipes are also gaining popularity — according to the Food.ru media platform, interest in them has grown by 40% over the past year. This indicates the audience's need for simple and quick solutions in everyday cooking.
2. Growing demand for ready-made products
Ready-made food is becoming a full-fledged part of the consumer experience. In 2024, X5 already recorded sales growth in this segment, and in 2025 it may increase by another 33%. Every third customer comes for coffee, fresh juices and baked goods — primarily due to high quality and convenience.
According to forecasts, by 2030, the volume of ready-made food sales in retail will triple, which opens up opportunities for both expanding the range of products in stores and for the active development of delivery formats.
3. A sustainable focus on a healthy lifestyle
According to a study by Rosindex, 43% of Russians today prioritize health. Young consumers are especially active in this area, increasingly choosing soft drinks, functional products, sugar-free desserts and protein snacks.
The audience of the Healthy Lifestyle category has increased by 40% over the past year. This is pushing manufacturers and retailers to adjust their product lines in favor of healthy, balanced and ethically safe solutions. For example, PepsiCo announced a reduction in sugar and salt content in its products as part of its sustainable development strategy.
4. Omnichannel as the basis of the customer journey
Today, 84% of households in Russia use an omnichannel approach - combining online and offline channels for convenience and efficiency. For the younger generation, the choice of channel no longer matters - the overall consumer experience, speed and personalization are important.
In the context of growing competition, retail is going beyond traditional trade and becoming a service. Success is ensured by brands that offer not only products, but also holistic solutions: from saving time to supporting a healthy lifestyle.
Karolina Sokolova, Managing Director of X5 Media:
“Buyers are no longer just looking for goods - they expect solutions. And the faster a person lives, the higher their demand for an individual approach, convenience and care. Retail must be prepared not just to meet demand, but to anticipate it.”