Deciphering the Family Code: ROMIR Reveals the Secrets of Consumer Preferences

ROMIR presents the results of a large-scale study on the structure of modern Russian families and their consumer behavior. The analysis revealed interesting trends that shed light on the evolution of family models and the impact of this factor on the formation of consumer preferences.
As part of the study, the population of Russia was segmented by family size: from one to five or more people. The segments were additionally analyzed in terms of age and the presence of children. Thus, families consisting of one person are mainly represented by adults and mature people. Families of two people, as a rule, include adult couples or two generations of adults. Families of three already have a classic model - two adults and one child under 14 years old. The most common type of family of four is parents with one or more young children, with a smaller proportion of families that include teenagers. Finally, families of five or more people are most often multi-generational families. In terms of financial contribution to the consumer market, families of two and three people have the greatest influence. However, the analysis showed an interesting correlation between family size and the feeling of economic stability. Families of five and more people show the highest levels of confidence in their financial situation.
Consumer preferences also vary depending on family size. Families of one and three people are more active in the HoReCa segment. Families of five and more people show an increased interest in services, while families of four are more active in purchasing FMCG non-food products. Families of one person more often buy FMCG Food (basic basket).
The study also showed that the number of retail chains used by families directly correlates with their size. This indicates an increasing individualization of the purchasing decision-making process: more and more family members are involved in this process, including children who are starting to make independent purchases.
Depending on family size, the preferred channels for purchasing goods also differ. Adults living alone prefer online stores and supermarkets. A more mature audience is more likely to shop at hard discounters and local stores. In the preferences of families of three and four, significant positions are occupied by chains specializing in children's goods.
An analysis of the value orientations of different types of families also revealed interesting differences. Thus, for single-person families, independence is important, while for couples, reliability and stability are important. For families of three and four, "Family" comes to the fore. Large families are distinguished by a wider range of values, including kindness, care for the environment, and openness to innovation.
"The data obtained demonstrate an interesting picture of the change in the structure of Russian families and their consumer habits. We are seeing an increase in the role of each family member in the process of making consumer decisions and, accordingly, the individualization of the shopping experience. This requires a more differentiated approach from businesses, taking into account the specific value orientations and consumer preferences of various family segments. The results of our research allow companies to develop more effective marketing strategies aimed at achieving maximum results, taking into account modern realities,” comments Anastasia Sidorina, Client Relations Director at ROMIR.