With the onset of autumn, the majority of Russians (66%) begin actively arranging their personal space, striving to make it as comfortable as possible. For 41% of survey respondents, home becomes the primary place for "recharging" and psychological relief, surpassing the importance of nature walks and socializing with loved ones.
This pursuit of coziness is directly reflected in purchasing behavior. During the autumn months, Russian residents actively buy home goods. One of the key trends has been the use of light: 42% of respondents create the desired atmosphere with fairy lights and lamps offering soft, warm light.
Data from the Ozon marketplace confirms this trend. In September alone, sales of home lamps increased by 1.8 times, while demand for oil lamps, which became a seasonal hit, skyrocketed by 14.6 times.
Scent is no less important for creating an autumn mood. A third of respondents (33%) admit that autumn takes on new colors for them with the help of home fragrances. The top preference (36%) was for forest scents: pine, rain, and freshness. In second place (29%) are warming spicy aromas, such as cinnamon, vanilla, and wood.
Online purchases in this category also show a sharp increase: sales of home fragrances overall have doubled. Demand is particularly noticeable for aroma oil accessories (a 4.7-fold increase), reed diffusers (a 2.8-fold increase), and odor neutralizers (a 3-fold increase).
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This pursuit of coziness is directly reflected in purchasing behavior. During the autumn months, Russian residents actively buy home goods. One of the key trends has been the use of light: 42% of respondents create the desired atmosphere with fairy lights and lamps offering soft, warm light.
Data from the Ozon marketplace confirms this trend. In September alone, sales of home lamps increased by 1.8 times, while demand for oil lamps, which became a seasonal hit, skyrocketed by 14.6 times.
Scent is no less important for creating an autumn mood. A third of respondents (33%) admit that autumn takes on new colors for them with the help of home fragrances. The top preference (36%) was for forest scents: pine, rain, and freshness. In second place (29%) are warming spicy aromas, such as cinnamon, vanilla, and wood.
Online purchases in this category also show a sharp increase: sales of home fragrances overall have doubled. Demand is particularly noticeable for aroma oil accessories (a 4.7-fold increase), reed diffusers (a 2.8-fold increase), and odor neutralizers (a 3-fold increase).
Source
Photo
Find suppliers of trending FMCG products at the IGHE 2025 exhibition!
See you on November 25-27, 2025 | Timiryazev Center, Moscow
Get your free ticket via the link below