The "New Russians" prefer spending their free-time on sport activities and eating out at restaurants. For most people, not only quality but also price is important. The rest of the population is very price-sensitive.

The people with a limited purchasing power are mainly mature-age people with a slight dominance of women. These customers express interest into reliability and quality of goods, especially in the health care sector.

The attitude towards Russian brands are that they offer good value for the money. Local products are considered healthier partly because they contains less preservatives.