Dietary supplements and massage instead of a new shape: how Russians are changing their approach to health

      In 2026, consumer behavior in the health and sports sector has noticeably changed. While previously self-care was often limited to a gym membership and purchasing equipment, the focus has now shifted towards a preventive approach, proper nutrition, and quality recovery.

      The most significant growth has been seen in the segment of dietary supplements and sports nutrition — the turnover in this category has doubled. The average check amounted to 11,874 rubles (+18%). In comparison, the turnover in the category of sports and active leisure clothing grew by only 9%, and the average check even slightly decreased — to 11,231 rubles (-2%).

      At the same time, the professionalization of amateur sports is also increasing. The turnover of payments for sports fields and clubs has increased by 35%, with the average check reaching 5,600 rubles. More and more people are transitioning from one-time workouts to systematic game formats. There has also been a growing interest in sports camps and recreation centers — here, the turnover increased by 19%, and the average check amounted to 25,528 rubles.

      The recovery industry shows even higher dynamics. The turnover of spa services has increased by 58%, and massage services by 37%. The average check in these categories amounted to 7,146 and 6,969 rubles, respectively. Country clubs and wellness centers also increased their turnover by 19%, although the average check slightly decreased — this indicates that people are going out into nature more often, but for shorter periods.

      Thus, the statistics confirm: investments in sports and well-being are becoming more conscious. Categories related to nutritional support and recovery are growing, and consumption is shifting towards regular practices rather than one-time purchases.