Russia Consumers and Sustainability 2014


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Summary Table of Contents



80+ pages of data and analysis, including charts, graphs, and illustrations
NMI's Sustainability Consumer Trends Database® is the industry's most comprehensive tool to measure consumers' integration of personal and planetary health across their lifestyles - from food and beverage to home care to durables and lifestyle activities. For the past 13 years, a wide range of clients have leveraged this insight to better understand their consumer target, develop new targets, and measure scores of attitudes and behaviors for those groups.

This Sustainability report is packed full of trends and analysis to help companies understand how these major cultural shifts identify opportunities for their business. Profiling the hottest consumer trends, this new December 2014 report offers over 80 pages of data and analysis, including charts, graphs, and illustrations comparing and contrasting consumer segments, demographic groups, product users, and more!

Russia 2014 ― Consumers and Sustainability is NMI's comprehensive report on the state of health and sustainability specifically in the country of Russia. The research was conducted to gain a fuller understanding of consumer attitudes and behaviors in Russia on the topics of health, environmental friendliness, sustainability, and corporate accountability.

This country report uncovers insights unique to the Russian consumer base and examines the motivations and challenges which drive consumers to be more environmentally and socially responsible. In addition, the report reveals what they feel is their role and the role of those doing business in Russia. Water pollution, air pollution, and hazardous, toxic and nuclear waste reduction are top of mind for these consumers. Find out what else is on their minds.

A glimpse into the report ...

  • The continued expansion of sustainability and environmental protection within Russia
  • How segments within the Russian population have differing points of view and how that understanding can help to formulate messaging
  • What types of products Russian consumers want to see in an environmental version
  • What social and environmental issues are of utmost importance to Russians
  • What are their health concerns and how do they influence desire for specific food attributes
  • What are Russian consumers interested in learning about what companies are doing regarding their social and environmental commitments

Russia – Sustainability Summary

  • Russians continue to become more engaged in the environmental and sustainable space.
  • Understanding which environmental and social issues resonate with Russian consumers will allow industries to better communicate with this emerging target: water pollution, air pollution, and hazardous, toxic and nuclear waste reduction are high concerns.
  • Quality of and access to healthcare are also major 'health' concerns among Russian consumers.
  • Russians are also very concerned about food safety and having access to clean drinking water. Finding foods that are natural, hormone-free, antibiotic-free, GMO-free and grown without pesticides are important to Russian consumers.
  • Russian consumers are interested in learning about what companies are doing about environmental and health issues. They are particularly interested in knowing what is being done to protect the environment, make healthier food, improve health, hygiene and sanitation in communities and reducing the amount of air pollution emitted.
  • Russian consumers exhibit high information seeking behavior regarding the environment; implementing educational initiatives should help boost brand understanding and trial; however, while Russian do care about the environment, price often dictates purchase.
  • Russians show significant interest in environmentally-friendly versions of many products; understanding what specific benefits Russians consumers seek from e-friendly products will help to create a more impactful marketing strategy.
  • The Russian community is increasingly watchful of what companies are doing and how it affects the environment and society; having a strong and transparent corporate social responsibility strategy is crucial.
  • The Russian consumer feels their government should be doing a better job in protecting the environment.
  • Skepticism does exist among Russians regarding the value of e-friendly products; even if quality, price and convenience are held equal, benefits will have to be made 'real' and relevant.
  • Eco-benefits should be clearly communicated on product packaging as product packaging is the source most used to find out environmental information.
  • Understanding segment similarities and differences within each country helps to align messaging to attract the best target segment.

Background & Methodology: Russia

  • NMI's initial global study surrounding health and sustainability was conducted in 2005; this research was conducted in 2010 and 2013 in Russia; both years are presented as comparison in this report.
  • The study was conducted online; data were weighted to age and gender.
  • Data were collected from approximately 1,000 respondents in both 2010 and 2013.
  • In surveying Emerging countries, the respondent sample represents the population with online/internet access. Those consumers with online access align closely with those who have access to consumer packaged goods and therefore represent the best overall target for many organizations. As online penetration increases, demographic composition may shift. As such, this factor needs to be taken into account when using trended data and insights in this report.


  • A k-means clustering method was used. Cluster centers were defined as dense regions in the multivariate space based on a k-means segmentation of the attitudinal variables from the LOHAS survey.
  • These solutions are mutually exclusive and identify in each consumer segment the levels of influence and specific motivational and behavioral drivers across a multitude of factors.

Table of Contents


  • Introduction
  • Background and Methodology

Russia: Snapshot of Sustainability

  • Sustainability Summary
  • Snapshot of Key Country Facts

Russia's Sustainability Segmentation and Profiles

  • Russia's Sustainability Segmentation: Overview
  • Russia's Lohas Profile
  • Russia's Naturalites Profile
  • Russia's Drifters Profile
  • Russia's Conventionals Profile
  • Russia's Unconcerneds Profile
  • Changes in Sustainability Segmentation
  • Sustainability Segments' Demographics
  • Profile of The Sustainable Mainstream
  • Environmental Attitudes and Behaviors
  • Attribute Fit with Environmentally-Friendly Lifestyle
  • Past, Present, Future Environmental Protection Involvement
  • Preference for Sustainably-Manufactured Products, Trended
  • Apathy with Environmental Issues
  • Social Influence/Pressure as Reason for Environmental Protection
  • Desire for Corporate Environmental and Social Leadership
  • Corporate Social Responsibility Impact on Product Purchase

Russia: Environmental and Social Concerns

  • Environmental Protection and Corporate Social Responsibility Concerns
  • Water Conservation Concerns
  • Biodiversity, Deforestation and Overfishing Awareness and Concerns
  • Pollution Concerns
  • Packaging and Waste Concerns
  • Reported Recycling of Various Materials (Plastic Bottles, Jars, Cans, etc.)
  • Poverty Concerns, Large and Small-Scale
  • Top Environmental Concerns
  • Top Social/Political Concerns
  • Social/Political/Economic Concerns
  • Change in Level of Social/Political, Environmental Concerns

Russia: Perspectives on Environmentally-Friendly Products

  • Interest in Environmentally-Friendly Product Versions
  • Change in Interest in Environmentally-Friendly Products
  • Price as a Driver of Environmentally-Friendly Products/Services
  • Sacrifices Made for Environmentally-Friendly Products
  • Most Important Stage to Reduce Environmental Impact
  • Environmentally-Friendly Product Purchase Barriers
  • Ownership and Usage of Various Energy-Conserving Products
  • Monetary Savings as a Barrier to Environmental Protection
  • Natural/Organic Household Product Purchases, Past 3 Months
  • Importance of Household Cleaning Product Attributes
  • Importance of Paper Product Attributes
  • Importance of Personal Care Product Attributes
  • Important Attributes Common Across Product Categories
  • Brands Purchased, Past 6 Months, by Sustainability Segments

Russia: Health Perspectives

  • Healthcare and Healthy Food Access Concerns
  • Interest in Corporate Health Initiatives
  • Healthy Eating Attitudes
  • Challenges to Healthy Eating
  • Label Reading Behaviors
  • Family Health as a Purchase Driver
  • Food Product Category Purchases, Past 3 Months
  • Food Attributes Purchase Drivers
  • Understanding of Plant-Based Packaging
  • Skepticism about Green/Eco-Friendly and Organic Products

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