Brand trust is becoming increasingly critical
Over the past year more Russians have begun considering a brand's country of origin when making purchases. Currently, 41% of Russian consumers cite this as an important factor - up from 36% in 2022.
The preference for Russian brands has grown particularly strong:
- 73% of those who consider origin important now prefer Russian-branded goods (vs. 62% in the previous study wave)
- 76% of respondents in 2024 favor Russian-made products (compared to 67% in 2022)
These insights come from a joint study conducted by MAGRAM MR (an independent research agency) and PBN (a strategic communications consultancy).
Research results reveal significant shifts in Russian consumers' perceptions of domestic brands:
- Growing trust in local quality: 45% of Russians report increased confidence in the quality of domestic goods
- Proliferation of new brands: 51% acknowledge the emergence of small/local brands while only 36% note significant breakthrough brands
- Quality recognition: Over half of consumers observe more high-quality Russian brands entering the market
However, this rapid market evolution presents challenges:
- Brand differentiation: 36% of consumers struggle to distinguish between new brands in the crowded marketplace
The study reveals that nearly half of Russian consumers are willing to pay more for brands they trust. On average, respondents agreed to a 21% price premium — nearly a quarter of the product's value—simply for the assurance of a trusted brand.
Among the key criteria that can influence brand trust are high quality goods and services, attractive prices, and high-quality service and support. In addition, Russians tend to trust reliable and stable brands, as well as companies that prioritize consumer safety.
Furthermore, Russians believe it is important for brands to conduct campaigns aimed at supporting Russian regions and nearly one in three respondents (29%) are willing to pay more for goods from such companies. The premium for regional campaigns is comparable to the premium for trust, amounting to 22%. Russians are confident that brands supporting Russian regions have greater potential to become popular abroad. This is what 62% of our country's residents state.
The survey was conducted in April-May 2024 in the cities of the Russian Federation with a population of over 100,000 people. It involved 1,500 respondents aged 14 to 56 years. Previous waves of the research took place in 2021 and 2022.