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Making it work in Russia - Middle class consumer profile - EY - Global

Making it work in Russia

Middle class consumer profile

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The middle class in Russia is stronger than other emerging markets and growing vigorously.

Consumer products companies have a great interest in the Russian middle class and mass markets. They are promoting international brands at price points comparable with local products. Still, buying power is stronger in urban markets than rural ones.

Middle class statistics

Russia is home to 140 million consumers and is the most prosperous of the BRIC countries (Brazil, Russia, India and China). About 73% of the population is urban and makes up 85% of the purchasing power.

GDP per capita and population

  • 82% of all households in Russia will be part of the middle class by 2015
  • Russia is the only BRIC market with a tangible upper middle class today (10m households with income >US$50,000 at PPP)

Source: Global Insight, Rosstat

Population change (forecast)

  • Russia’s population is forecast to continue to decline

Source: Global Insight, Rosstat

Population of Russia's largest cities

  • 73% of the population is urban and accounts for 85% of the purchasing power
  • Half of Russia’s population lives in cities with greater than 100,000 inhabitants

Source: Global Insight, Rosstat

Russian households by income bracket

  • Number of Russian households by income bracket (US$PPP’000, 2009 actual prices)

Source: CEEMEA Business Group



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