Russian customers forced to save on drug purchases as crisis deepens

Russian customers are forced to save on drug purchases these days due to the ever-growing prices, falling incomes, and the overall deterioration of business environment in the country.

According to a recent study conducted by the Russian research agency Points Health, consumer behavior in the Russian pharmaceutical market in 2025 has become more rational. That also means that most of local customers are looking not for the lowest price, but for the best value, willing to pay a little more for a trusted brand, but only after finding the best price on the market.

Still, despite this in 2025, some Russian customers shifted to buying larger, and therefore more expensive, packages of drugs. According to data of the Russian research agency in the field of pharmaceutics DSM Group, the share of drugs priced from 1,000 roubles ($12.86) and above increased from 6.9% to 8.5% in packages, while those priced under 100 roubles decreased from 28.1% in 2024 to 23.5% this year.