Evolution of value orientations: HoReCa

ROMIR has been conducting research on the value orientations of Russian society for over ten years. Throughout the entire observation period, family, safety and reliability have remained the key values. In second place in importance are fairness, honesty and financial well-being. In addition, men consider social status, passion and rebellion to be more important, while women consider spirituality to be more important.
An analysis of the value orientations characteristic of HoReCa demonstrates a significant correspondence with national trends. Safety, reliability and honesty remain key factors when choosing catering establishments. Significant potential for the development of the industry lies in taking into account the values ​​of fairness, kindness, independence and optimism.
A comparison with last year shows minor shifts in the perception of the industry. HoReCa is more often associated with social status, patriotism and education, while attractiveness, financial well-being and simplicity are mentioned much less frequently.
Quantitative analysis shows that safety (42%) and reliability (37%) remain the most important factors. They are followed by honesty (34%), attractiveness (33%, a decrease of 4 percentage points compared to 2023), family (30%), financial well-being (29%, a decrease of 4 percentage points compared to the previous year), care for the environment (27%), saving and frugality (25%) and social status (23%, an increase of 3 percentage points year-on-year). A deeper analysis shows differences in value orientations depending on age groups. Respondents aged 25-34 more often highlight enlightenment and rebellion, 35-44 years old - inspiration, and the oldest group (56+) - financial well-being. Interestingly, safety remains an important value for the 45-55 age group. Men were significantly more likely to note the importance of simplicity.