Special-Purpose Polka: Unveiling the Brand Development of "Pyatyrok" Health Products
In 2024, the number of Russians embracing a healthy lifestyle (HLS) surged by an impressive 6%, amounting to approximately 11.8 million people. Adherents to HLS follow five strict rules, including consuming vegetables and fruits daily, participating in regular sports, abstaining from smoking, moderating alcohol consumption, and limiting salt intake to 5g per day.
According to surveys, a whopping 70% of the population monitors their health by undergoing regular check-ups, and around 60% strive for balanced diets. The primary demand for natural food products comes from adults with a monthly income exceeding 100,000 rubles and Generation Z (aged 13 to 28). Over the past two years, demand for HLS products in major retail chains has experienced an average growth of 20%, with some seeing as much as a 40% increase. Favorites among consumers include sugar-free desserts, superfoods, nuts, smoothies, fresh fruit juices and purees, and protein bars.
The "Taste & Health" brand, under the umbrella of "Pyaterochka", began humbly with a small assortment of products: crackers, tea drinks, and live kvass. This thoroughly expanded in 2024 with over a hundred new products. Store shelves in the Central Federal District, primarily in Moscow and St. Petersburg, dedicated to the brand attracted over 500,000 customers in just the first month. In only seven weeks of the "pilot" for the fresh category, turnover doubled - the highest demand was for eggs, waffle tubes with cream, young parmesan and mozzarella, and ready-to-eat meals like cottage cheese casseroles and pancakes, jelly, and aspic. "Taste & Health" is now available in over 7,000 "Pyaterochka" stores, including Kaliningrad and the Kaliningrad region, having launched there in April 2025.
A Healthy Lifestyle Begins with Food
In a quiet street in Kaliningrad, one of the "Pyaterochka" store shelves resembles a shop within a shop. Here, you can find gluten-free oatmeal, alternative plant-based oils, herbal teas, apple paste, date syrup, and many more health-conscious options. The Kaliningrad and Kaliningrad region's range has about 45 grocery items and around 10 fresh items, primarily dairy products.
Ekaterina Tananaeva, the group brand manager of "Vkusa & Polza," explains the brand's philosophy: "We believe that a healthy lifestyle starts with food, so introducing this category can serve as a starting point for fostering healthy habits among our patrons." She shares that 9 out of 10 health-conscious consumers are open to experimenting with new products, facilitating communication with them.
Serial diligence in product development is crucial for "Pyaterochka". Nutritionists and technologists work together to form their product line, subsequently collaborating with manufacturers that align with their ideology and methods. A prime example of this approach can be found in the work on honey chocolate, as the issue of heating honey and its impact on its nutritional properties sparked vigorous debate. With the help of nutritionists and technologists from the manufacturer, they discovered that temperature maintenance is vital. For "Vkusa & Polza"'s honey chocolate, the manufacturer guarantees that it does not exceed 40 degrees Celsius during production to preserve honey's nutritional properties.
Local partnerships with producers are also essential to "Pyaterochka". In Kaliningrad, the brand's partner is the company "Biofrukt," which provides the network with fruit puree, a leader in sales in the brand's grocery category. Journalists and bloggers attending the launch event were given a behind-the-scenes tour of the factory, witnessing the production process of fruit snacks by "Biofrukt," one of the brand's suppliers.
Health-conscious consumers seek premium and eco-friendly products with natural ingredients and competitive prices.
In an interview, Sergey Filippov, director of private label development for the health category at "Pyaterochka," stated, "We expect that in the future, the share of 'Vkus & Polza' sales in 'Pyaterochka' stores in regions will be higher than in Moscow and St. Petersburg." He attributes this to the fact that the Vladimir Region outperforms St. Petersburg in terms of demand for health-conscious products, as there is less competition there.
'Vkus & Polza' currently has the highest sales in St. Petersburg, with a network share of 1%. Since January 2024, 'Vkus & Polza' has been searched online over 100,000 times, with the highest number of queries in March 2025 - nearly 17,000 per month. 'Pyaterochka's' own brands make up almost all product categories, totaling 35 brands, and their share in 'Pyaterochka's' turnover reached 25.7% in 2024. In 2025, the company plans to introduce two more own brands: 'Vyruchay' with daily essentials in grocery, fresh categories, and beverages, and 'Body & Up' with personal care and hygiene products.
- The "Taste & Health" brand, under the umbrella of "Pyaterochka", initiates a healthy lifestyle by offering more than 100 new products, including sugar-free desserts, nuts, and protein bars.
- In 2024, the surge in Russians adopting a healthy lifestyle (HLS) reached an impressive 6 million people, with adherents prioritizing natural food products, especially among adults with a high income and Generation Z.
- Health-conscious consumers in the retail industry prefer premium and eco-friendly products with natural ingredients and competitive prices, as demonstrated by the popularity of the "Vkus & Polza" brand in major cities.
- The "Vkus & Polza" brand, under "Pyaterochka", collaborates extensively with nutritionists, technologists, and manufacturers to develop products while maintaining the nutritional properties of key ingredients, such as honey.
- With the launch of two new brands, "Vyruchay" focusing on daily essentials, fresh categories, and beverages, and "Body & Up" specializing in personal care and hygiene products, "Pyaterochka" plans to increase its share of the growing health-focused industry and lifestyle in 2025.
