More than half of Russians prefer domestically produced fruits and vegetables

Russians favor local produce, seasonal shopping, and homegrown fruits and vegetables

A study by SberStrakhovanie found that over half (54%) of Russians, when choosing fruits and vegetables, prefer products of domestic production. These products occupy an important place in the diet: 44% of respondents eat them daily, and another 52% eat them several times a week.

The leaders in daily consumption were residents of Kirov (66%), Volgograd (63%), Sevastopol (60%), Yaroslavl (59%), and Penza (57%).

When choosing fruits and vegetables, consumers primarily pay attention to their freshness and appearance (55%), as well as taste qualities (26%). The less significant role is played by their cost (19%).

According to the study, most often Russians purchase these products in supermarkets and hypermarkets (69%), and in stores near their homes (36.5%). Online delivery is also popular (34%), which is most actively used by young people aged 18-30 (64%). In addition, every fourth respondent (27%) reported that they themselves grow fruits and vegetables. Among Russians over 60 years old, this is the case for 47%. At the same time, young people do not refuse to grow fruits and vegetables on their dacha plots: 12% of respondents aged 18-30 reported this.

With the onset of the season, demand for fruits and vegetables grows: 70% of survey participants purchase more in the summer and early autumn. Another 9% do not change their consumption level throughout the year. And every fifth respondent (21%) reduces the number of such purchases due to their own garden.

The study showed that in the summer, Russians most of all expect apples (37%), fresh greens (35%), and strawberries (25%). Also, among the most expected fruits, vegetables, and berries are cucumbers (20%), raspberries and blackberries (16%), sweet peppers and tomatoes (15%).

"Weather, plant diseases, pests, and other factors affect plants. Due to these unfavorable factors, the household may lose a significant part of the crop and face serious financial problems. In such conditions, agricultural insurance becomes an important tool for protecting business: it helps reduce financial losses, maintain business stability, and support the release of high-quality domestic products that Russians choose," said Dmitry Tsvetkov, Director for Agricultural Insurance at SberStrakhovanie.

The study was conducted in April 2026. The number of respondents is about 13 thousand people.