Russian manufacturers are strengthening their position in the highly competitive snack category, narrowing the gap with international players. According to the latest ROMIR research conducted using the Global Reputation Index (GRI) methodology, domestic brands have shown the most significant positive dynamics in both visibility and trust compared to the previous wave of the study. While global leader Lay’s still tops the category with a visibility index of 92 and a trust index of 87, the second and third spots are now shared by Russian brand “Russkaya Kartoshka” and Pringles, both of which have reinforced their standings. Notably, “Moskovsky Kartofel” climbed to fourth place with a +4 p.p. increase in trust and +3 p.p. in visibility, while “Hrustyashchy Kartofel” demonstrated the highest growth overall, adding 6 points to its visibility index. The top five also welcomed newcomer Cheetos, which earned solid scores of 71 and 72 for visibility and trust, respectively.
Consumer behavior insights reveal that diverse consumption scenarios keep demand high: 49% of Russians buy chips to treat themselves, 32% enjoy them while watching movies or series, and 20% take them on trips. Younger consumers aged 25–34 are the most likely to choose chips for home viewing (41%), while those aged 35–44 prefer them for parties and social gatherings (25%). Experts emphasize that sustainable brand positions today depend on a combination of awareness and consumer trust, with the most influential demographic being the 25–44 age group. As competition intensifies, the ability to build long-term audience loyalty becomes the key factor that distinguishes successful brands in the Russian chips market.
