Asian food, health and beauty products boom on Wildberries in 2026

Demand for Asian food, health products and cosmetics has surged on Wildberries, the Eurasian online marketplace. Sales from Asian countries jumped by 40% in 2025, with certain categories seeing even sharper growth in early 2026. The rise reflects changing consumer tastes and a growing interest in Asian culture across Russia and neighbouring regions. Food and health products led the increase in 2025. Soy-based meat from mainland China saw sales climb more than fourfold, while Indian exports like basmati rice, turmeric and black tea rose by 39%, 41% and 68% respectively. By January and February 2026, demand for Thai coconut milk had tripled, and low-carb noodles from China doubled their sales.

Health-related items also performed strongly. Taiwanese glucometers and test strips recorded growth of 54% and 28% in early 2026. Psyllium from India nearly doubled in the same period, indicating a broader trend towards health-conscious shopping.

Cosmetics and beauty products followed a similar pattern. South Korean creams and face masks remained top sellers, while Japanese nail sculpting gels saw an 11% increase in early 2026. Vietnamese eyelash extensions also gained popularity among shoppers.

Analysts attribute the growth to rising cultural influence, including the spread of K-pop and Asian cuisine. Health trends, such as plant-based diets and gluten-free options, have further driven demand for products like soy meat and low-carb noodles. Wildberries' sales data confirms a clear shift in consumer behaviour. Asian products now account for a larger share of the marketplace, with food, health and beauty categories expanding rapidly. The trend shows no signs of slowing as more shoppers embrace these goods in 2026.