Online food orders in Russia increased 177% year-on-year

According to Wildberries , food sales on online platforms increased by 117% year-on -year in the first nine months of 2021. Overall, Russians placed more than 39 million food orders , an increase of 177% over the same period last year.

In the third quarter of 2021, the number of food orders reached 14.1 million, the highest in 2021. Wildberries believes that this trend is related to more and more people starting to shop online. During the epidemic home isolation , they increasingly order everything they need online, including food.

In terms of popularity of Wildberries categories, the following products were popular: tea (sales increased by 141% year-on-year ) and coffee powder ( +107%), baby food : cereal ( +95%) and mashed potatoes (+111%), and sweets : candies (+142%), marshmallows (+140%) and jams (+88%).

Other foods that are easy to store for a long time are also popular: cereals ( +68%), canned meat and vegetables (+114%), noodles (+122%), instant soups (+275%) and fruit purees (+253%), as well as healthy snacks : nuts ( +213%), sweeteners (+145%), dried fruits (+227%), crackers (+293%) and plant-based milks (+27%).

Wildberries also stated that residents in Russian regions began to actively buy food in 2021. And according to statistics, about 81% of the food sold on the platform was purchased outside Moscow and St. Petersburg, and regional food sales increased by 121% year-on-year during the period, ahead of the federal growth rate .

At the same time, by region, the largest amount of food was purchased in the Krasnodar Territory (up 148% year-on-year ), Sverdlovsk (up 138%) and Rostov (up 157%) regions.

At the end of September 2021, Wildberries also noticed an increase in demand for other fast-moving consumer goods : sales of pet products increased by 189% year-on-year , and sales of household products increased by 120% year-on-year.

The epidemic has changed the shopping habits of Russian consumers. Online shopping is becoming more and more popular. The e-commerce market is still in a stage of development, and relevant sellers should also pay more attention to local consumer preferences.

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