More than a third of Russians surveyed eat ready-made meals from stores for breakfast

26 September 2024

The trend of eating ready meals is becoming more and more popular among Russian consumers. This applies not only to salads, appetizers or snacks, but also to main dishes and breakfasts. More than a third of Russians surveyed (39%) buy ready meals for breakfast at least once a week, and 5% of them do so on a daily basis.

Men come to the store for ready breakfasts more often than women (6% of men surveyed buy ready meals daily, and 22% - at least 2-3 times a week). Also, most of all, buyers aged 18 to 24 turn to stores and delivery services for such purchases (29% of them buy ready breakfasts several times a week).

The absolute leader in the purchase of ready breakfasts among retail chains is Pyaterochka - every second dish purchased is from it. At the same time, almost 80% of respondents note the high quality and good appearance of dishes from the retailer's culinary department. In second place in terms of trust in the breakfast category was Magnit (38% of respondents buy breakfasts here), in third place was Lenta (27%).

Among all types of dishes, the most popular breakfasts are pastries (54%), pancakes and crepes (43%), and syrniki (35%). Omelettes and fritters are the least purchased in stores. Consumers most often go to Pyaterochka for coffee and pastries (65%), and more than a third of respondents (34%) choose pancakes and crepes in the chain's stores. From the assortment of VkusVill ready-made breakfasts, buyers most often prefer syrniki (51% of respondents buy them here), and from the assortment of Metro and Ozon Fresh - porridge (40% each).

The main drivers for buying ready-made breakfasts, in addition to convenience and saving time, were the opportunity to diversify the diet, reduce costs and avoid unnecessary purchases. It is noteworthy that 41% of respondents believe that the taste of ready-made breakfasts from stores resembles restaurant dishes, and 36% note the similarity with home cooking. At the same time, 41% of surveyed consumers are confident that retail chains carefully monitor their products and are able to ensure their high quality.

The study was conducted using an online survey based on ROMIR. 1,000 Russians aged 18 to 70 years old were surveyed throughout Russia.


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