Megamarket analysts studied which products are in growing demand during the peak summer season. The list includes SPF products , printed books and outdoor products such as tents, rugs and camping chairs.
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Marketplace analysts note that people have become more attentive to summer skin care. Demand for products with SPF protection increased 2.2 times in volume terms. However, in addition to the summer period, there is a growing trend for year-round use of products with SPF; people are increasingly responsible for their health, and strive to protect their skin from the harmful effects of the sun not only in summer. The trend of caring for skin health has spread widely among young people – young people under 25 are purchasing sun protection products 187% more often than last year.
The choice of sunscreens differs from region to region. Muscovites often buy after-sun creams. In the Krasnodar Territory, Nizhny Novgorod, Sverdlovsk and Rostov regions, as well as in the Republics of Bashkortostan and Tatarstan, they prefer to protect the skin from the aggressive effects of the sun; products with SPF 50+ are among the top sellers. The only region in 2024 where people still want to sunbathe was the Samara region.
Megamarket analysts recorded high demand for travel bottles for liquids up to 100 ml, which can be taken on trips – sales growth was +98% compared to 2023. It is curious that the majority of orders come from young people: this year the most active buyers were people aged 30.
Traditionally, printed books also gain popularity during the summer holiday season. It is noteworthy that they are bought in advance – the peak of sales occurs in May. In the summer, children's fiction from reading lists, educational textbooks for preparing for school, and books on psychology and self-development are especially popular. The largest increase in sales is observed in the category of developmental literature – +262%; demand for books on psychology and self-development (+141%), children's fiction (+123%) and comics and manga (+92%) is also growing. It is worth noting that after high-profile world and Russian premieres of films and TV series, the books that formed the basis of the plot are very popular.
Russians also actively spend time on hiking trips: the demand for “hiking kit” has increased by 134%. In 2024, people began to more often buy tents, sleeping bags and other goods for camping tourism. The main consumers of goods in this category are men from 34 to 44 years old, and the most popular purchase is a travel flashlight.
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