Supermarkets are becoming new restaurants.
Prepared food is gradually becoming a full alternative to cafes. During the nine months of 2026, its sales in Russia increased by 27% in monetary terms and 19% in physical terms. The main reasons for its popularity are its affordable cost, time saving and the ability to quickly buy a full lunch or a snack on the go. The average bill for such items is 193 rubles, and convenience stores remain the main sales channel: they account for 62.2% of purchases.
The takeaway sector is growing particularly fast. Sales of hot dogs during the year increased by 163% in money and 143% in physical terms, hamburgers by 80% and 83%, and onigiri by 60% and 71% respectively. More familiar dishes are also growing. For example, at X5, rice porridge, borscht and mashed chicken schnitzel were among the most popular items. At the same time, customers are increasingly putting together a meal from several ready-made products, supplementing the main course with a drink.
בתנאים כאלה, רשתות השיווק כבר מפתחות באופן פעיל טרנדים קולינריים משלהן. ב-VkusVill עלו מכירות המזון המוכן ב-8% בינואר-אוקטובר, וחלקה בהכנסות הגיע ל-16%. להאט הגדילה את מכירות הקטגוריה ב-20%, כאשר מכירות המזון הארוז גדלו ביותר מ-50%. וב-X5 ברבעון השלישי הצמיחה הייתה 19%. ולבתי קפה קטנים זה לא בהכרח אומר אובדן שוק. פורמט האוכל עצמו פשוט משתנה, וליזמים יש הזדמנות לפתח חנויות קומפקטיות.
At the same time, the growth in sales is related not so much to inflation as to a change in consumption habits, as shoppers have become more likely to buy multiple items in one trip to the store, rather than paying too much for the usual set of products. Prepared food occupies a place between home cooking and traditional catering. And as the selection continues to expand, the daily meals move from restaurant tables to the shelves of nearby stores, which is especially common in Asian countries.