According to a study conducted by FBK, the share of Russian women consuming spirits continues to decline steadily—by 1–2% annually. Elena Markelova, Director of Valuation and Transaction Advisory at FBK, shared these findings with RBC Wine ahead of International Women's Day, as part of an analysis of current consumer trends in the alcohol market.
The expert pointed out that the overall share of spirits consumption among women stood at 40% and continued to decline by approximately 1–2% per year. Meanwhile, the corresponding figure for men remained stable at 80%.
This trend is particularly pronounced among the younger generation. According to a sample survey by the Federal State Statistics Service, among women under 35, the share of those consuming spirits is only 18%, whereas in the age group over 55, this figure reaches 50%.
According to Elena Markelova, women's preferences are increasingly shifting towards lower alcohol and lighter beverages:
‘Wine, champagne, and liqueurs can confidently be categorised as so-called ‘’feminine’’ alcohol categories. At the same time, it must be understood that the division into ‘’masculine’’ and ‘’feminine’’ alcohol today is largely a marketing stereotype—actual preferences are determined more by age, taste, and consumption context than by gender’, she noted.
FBK keeps an eye on the alcohol consumption structure in Russia and provides expert support to market participants in assessing consumer segments and strategic planning.
