Presentation by Ekaterina Timoshenko (ROMIR) "Trends in Consumer Behavior 2026". Summary of the presentation Economic context: rising pessimism Transformation of the shopping basket and savings strategies Fish category: potential and risks Fish and seafood account for >3% of the wallet of Russians, but consumption is significantly below the norms of the Ministry of Health. This indicates a high potential for growth. Analysis of shifts showed an alarming signal: - In monetary terms, the category is taking volume (growing in revenue due to price). - In physical terms, the category is losing volume, losing competition to chicken and pork (more affordable protein). - The buyer is replacing fish with cheaper sources of protein. Behavioral patterns and drivers of choice Growth of STM: In conditions of rationalization, buyers are switching to their own brands as an affordable solution. Patriotism on the shelf??: Every second Russian is ready to ...