The Ministry of Health is losing its audience. For 12 months from October 2025 to September 2026, sales of healthy food bars fell by 8.6% in yui in volume to 5.73 thousand tons and by 4.8% in money to 6.6 billion rubles (NTech data). The sale of protein products (excluding milk, which is actively grown) during the same period increased only 2.4% in volume to 7.5 thousand tons and decreased by 3.7% in money to 14.7 billion rubles. Sales of sugar-free sweets also did not break records: they rose by 5% to 18.4 thousand tons and by 2% to 27.5 billion rubles. Mainly because of sugar-free chocolate and fruit and berry desserts. ACORT notes an increase in demand for health products in general by 20% YoY, and in Pyaterochka - an increase in sales of healthy sweets up to 15%. Lanta sees a cooling in some categories due to a glut of the market after the popularity of healthy desserts peaks in 2025. They believe that the trend of healthy eating is gradually being replaced by simple home-made food. The company "Alfin" agrees that in the category of protein pillows there are visible signs of attraction, and the consumer is becoming more difficult to navigate it. They believe that manufacturers have problems with attracting buyers: the only way left is to expand the presence in the networks and reduce the price. In "Rusprodsoyuz" "cannibalism" was observed among the producers due to the increase in the supply of healthy desserts, which is imposed on the overall reduction of impulse purchases. Fitness figures admit that healthy sweets can slow down after a decrease in citizens' incomes and a cooling of interest in sports (in the third quarter they engaged in 5.15% of Russians). They claim that to return the category to active growth, growth of more than 2-2.5% YoY is needed. However, the competition within it will continue to expand, and the contract manufacturers will suffer the most due to increasing costs and price restraint chains.

The Ministry of Health is losing its audience. For 12 months from October 2025 to September 2026, sales of healthy food bars fell by 8.6% in yui in volume to 5.73 thousand tons and by 4.8% in money to 6.6 billion rubles (NTech data). The sale of protein products (excluding milk, which is actively grown) during the same period increased only 2.4% in volume to 7.5 thousand tons and decreased by 3.7% in money to 14.7 billion rubles. Sales of sugar-free sweets also did not break records: they rose by 5% to 18.4 thousand tons and by 2% to 27.5 billion rubles. Mainly because of sugar-free chocolate and fruit and berry desserts. ACORT notes an increase in demand for health products in general by 20% YoY, and in Pyaterochka - an increase in sales of healthy sweets up to 15%. Lanta sees a cooling in some categories due to a glut of the market after the popularity of healthy desserts peaks in 2025. They believe that the trend of healthy eating is gradually being replaced by simple home-made food. The company "Alfin" agrees that in the category of protein pillows there are visible signs of attraction, and the consumer is becoming more difficult to navigate it. They believe that manufacturers have problems with attracting buyers: the only way left is to expand the presence in the networks and reduce the price. In "Rusprodsoyuz" "cannibalism" was observed among the producers due to the increase in the supply of healthy desserts, which is imposed on the overall reduction of impulse purchases. Fitness figures admit that healthy sweets can slow down after a decrease in citizens' incomes and a cooling of interest in sports (in the third quarter they engaged in 5.15% of Russians). They claim that to return the category to active growth, growth of more than 2-2.5% YoY is needed. However, the competition within it will continue to expand, and the contract manufacturers will suffer the most due to increasing costs and price restraint chains.