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Clothes, food and cosmetics — this is the least the Russians are ready to save even in a crisis. Other goods and services are not included in consumer preferences, the experts found out BCG and “romira”. The most stable consumers are willing to recover their expenses, were citizens of 45-60 years.

Almost half of Russians (47%) feel anxiety on the background of the pandemic and believe that the worst is yet to come. In accordance with this attitude they demonstrate atypical consumer behavior. This follows from the monitoring of consumer sentiment “Russian consumers — the new reality”, prepared by BCG and “ROMIR” (available to the “Газеты.Ru”).

the Level of anxiety of consumers in Russia declined slightly in may, however, 62% of respondents believe that the world is in grave danger due pandemic, 75% said they try to avoid places of a mass congestion of people. And most importantly — 62% of respondents said to change their daily consumer habits.

People get used to a new norm of behavior, including social distancing as the basis of security. Now the Russians are afraid to come personally to the medical facility, even if symptoms persist COVID-19.

More than 40% of the respondents will try to consult by phone, and 17% reported that they would prefer self-medication, but would not go to the clinic.

the Study showed that Russians are tired of the quarantine and dream of returning to a normal life, and in the coming months we intend to gradually return the costs normal level.

as the lifting of restrictions more than half of respondents plan to return to pre-crisis levels of spending in categories such as food, clothing and footwear, and cosmetics.

the Most radical level of anxiety decreased relative to travel, entertainment and trips to restaurants (7-10%). Among the most popular consumer preferences, which also is not a pity money — home Internet, nonprescription drugs, pay TV.

the Demand for consumer credits if restored, first turn on the car — in this segment of interest identified by 23% of respondents.

If we talk about groups, which is guided to the sellers of goods and services, for the first time in a long time, “the most promising from the point of view of increasing consumption now are the people from 45 to 60 years.”

They have always shown a high tendency to accumulate and Fund “safety cushion”, so this age group can afford to restore consumption at the end of the quarantine, said partner in the Moscow office of BCG Maxim Bakhtin.

�� new trends — shopping online-TV online-shopping quickly got used. E-Commerce leads among all other channels. The demand in the traditional channels is declining, especially in shopping centers. “Even after lifting restrictions the risk of infection and uncertainty of consumers in the stability of their incomes is likely to continue to negatively affect offline trade,” predicts managing Director and partner of BCG Ivan Kotov.

“the Crisis we face, has no analogues: it is not just an economic or social crisis, but a civilizational crisis, a crisis of meaning. Is a reassessment of values and habitual patterns of consumption, which evolved from several generations over the years, and are now observed as never before, rapid transformation”, — said the President of research holding “ROMIR”, doctor of sociological Sciences Andrey Milekhin.

the Sociologist believes that “the Russians are extremely adaptive”. “We have experienced in three generations is the number of shocks, and for the last 20 years, but the crisis is not worried that our consumers and business structure will definitely do it, despite the apparent apathy in consumer sentiment associated with the fatigue of the restrictive measures,” says Milekhin.

the study showed BCG and “romira”, in 90% of categories of products and services there is now a decline in consumer demand. And the few categories where there is or restored consumer growth, connected with the regime of the maintenance of isolation or fears about your health.

overall, consumer trends largely are formed on expectations of falling private incomes and higher prices, according to the study.

the residents of Moscow expect that for them the restrictive measures will last longer, and therefore spend “shumoizolyatsionnye” product category expect more, than other Russians.

the survey involved 1,200 respondents from different social groups across Russia. Measurements of behavior of consumers was conducted for the horizon of six months. Analyzed data on consumer spending in 45 product categories, including durables, transport, tourism, health.

the Respondents “Газетой.Ru” the experts mostly agree that Russian consumers now live in a new reality. “The main factors that now consumption is a reduction in income and uncertainty about the future. In our macroeconomic forecast for 2020, the real incomes of the population, even under the most favorable scenario will fall by 10%, and in the worst case, the reduction can reach up to a scale comparable to what happened in the 90-ies of the last century�� “—says a leading expert of Institute of complex strategic researches Elena Kiselyov.

the Majority of Russians do tend to have a very negative estimate their future income, and half of the respondents indicated that they expect deterioration of their financial situation, the study by the Institute for social analysis and forecasting (INCAP). The most negative assessments of the economically active and wealthy citizens, said the lead researcher INSEP Ranepa Dmitry Rogozin.

But the key question now for consumers is not in the revenues, not pent-up demand, and that will happen to the country ahead. And this is just the biggest problem, experts say INCAP.

“the results of our online surveys where in the sample, as a rule, are residents of large cities, including more people with higher education who have high social and material status, pessimistic expectations more than in the whole country — 69% of respondents believe that their financial situation will become worse,” — said Rogozin.

According to sociological research shows that people have now formed a negative view of the future.

He recognizes that the deterioration of consumer confidence of Russians is due to objective reasons. No one has canceled the severe consequences of isolation for the economy, but “negative expectations resonate and aggravate the economic situation.”