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According to a brand preference survey by the Russian National Agency for Financial Studies (NAFI) recently reported by Russian business daily RBC, Samsung ranked fourth among the brands most loved by Russian consumers. / Image generated by generative AI

Samsung Electronics dropped from first place last year to fourth this year in a survey identifying the brands most loved by Russian consumers. While this shift is analyzed as coinciding with a trend where Russian consumers' preferences are pivoting from electronics and home appliances toward retail players, Samsung still maintained the highest rank among electronics and home appliance brands.

According to a brand preference survey by the Russian National Agency for Financial Studies (NAFI) recently reported by Russian business daily RBC, Samsung ranked fourth among the brands most loved by Russian consumers. First place was taken by Russian e-commerce platform Ozon, while Yandex and Sber placed second and third, respectively. Adidas followed Samsung to round out fifth place.

Compared with the survey released in December last year, the top five brands remained the same, but their positions shifted. Samsung, which was number one last year, slid three spots, whereas Ozon, previously fourth, climbed to the top spot this year. Yandex, Sber, and Adidas maintained second, third, and fifth places, respectively.

Samsung's shift in ranking aligns with a trend in which retail's share of Russian consumers' brand preferences grew substantially. Retailers accounted for 30% among the top 50 brands this year, rising 12 percentage points from 18% last year. In contrast, the share of electronics and home appliance companies shrank by 8 percentage points over the same period, declining from 20% to 12%. Fast-moving consumer goods (FMCG) also decreased from 36% to 32%, digital services and technology from 18% to 16%, and automotive from 8% to 6%.

Although its overall standing slipped, Samsung's brand preference remained the highest within the electronics and home appliances sector. At fourth overall, Samsung outpaced Apple (10th), Sony (11th), Xiaomi (15th), LG (22nd), and Bosch (23rd). Notably, it maintained a six-spot lead over Apple and an 11-spot gap over Xiaomi.

In retail, Russian retailers showed pronounced strength alongside Ozon. Magnit ranked 7th, Pyaterochka 9th, and Lenta 13th. In digital services and technology, Yandex and Sber claimed 2nd and 3rd place overall, while Wildberries made the list at 6th.

The survey was conducted online from June to September this year among 30,000 adults across all federal districts of Russia. Respondents were asked to name the brands or companies they love the most and feel the warmest toward.

Valentin Smolyakov, Executive Director of the Association of Communication Agencies of Russia (AKAR), evaluated the survey as a "barometer" for gauging shifts in Russian consumer preferences.

                                                                                                           Nam Mi-kyung