Milkshake Sales in Russia Increase by 30% to 26.7 Million Liters in Early 2026

According to the Center for Research in Retail Trade (ЦРПТ), the most popular flavors are classic ones — chocolate (7.6 million liters), strawberry (5.9 million liters), and banana (1.6 million liters). Regionally, Vologda, Kaluga, and Ryazan regions lead in per capita consumption.

The growth of the category reflects a change in consumer behavior. According to nutritionist Ekaterina Shebedya, buyers increasingly focus on product composition and the balance of macronutrients. Ready-to-drink milkshakes are perceived as a convenient source of protein and are considered not only as a dessert but also as a functional snack.

Retailers confirm this trend. The Vkusvill chain notes accelerated growth in sales of high-protein shakes as well as products with reduced sugar content and additional functional ingredients, including vitamins and sugar substitutes.

An additional factor in the development of the segment is the digital transparency of products. Through the Honest Sign app, consumers actively check compositions: in just three months, 3.2 million products were scanned, 2.2 million of which were dairy products.

However, experts warn about the need for moderate consumption. Despite their growing popularity, milkshakes remain a product with a high nutritional load, and excessive consumption can have a negative impact on the body.