Buyers are increasingly combining savings with a willingness to pay more for quality, comfort and exceptional tastes. In response, the marketing chains are developing their own brands, offering not only basic products, but also prepared meals, delicacies and products with special ingredients. For example, in Pietrochka, private labels accounted for 28.3% of unit sales in the first half of 2026, and at least one such product was present in 62% of receipts.
To take into account the different needs of customers, retailers study search queries, test recipes and collect reviews. At Piatrochka, about 30% of the new recipes are screened at the tasting stage, and its range of brands is developed taking into account the interest in ready-made food, high-protein products and gastronomic innovations. Why buyers increasingly choose goods under store brands, how chains achieve the required quality and which products will be in demand in the coming years - read the material.
RBC trends.