Residents of the Nizhny Novgorod region are choosing a healthy lifestyle: they are drinking more water and natural beverages.

      July 21, 2025 16:15

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      Society A study by MTS AdTech revealed that residents of the Nizhny Novgorod region actively support the trend toward a healthy lifestyle. The majority of the regional population has become more conscious in their choice of beverages, reducing alcohol consumption and preferring healthy drinks. 61% of those surveyed reported drinking less alcohol, with 35% cutting back on strong spirits. 34% now rarely drink sugary sodas, and 33% have eliminated energy drinks from their diet.

      Alongside the reduction of harmful beverages, the consumption of healthy ones has significantly increased. Over the past year, more than 60% of respondents have started drinking water more frequently, including sparkling and mineral water; 31% have increased their tea intake; 27% drink more coffee, including cold varieties. 26% of respondents drink kvass more often.

      Store-bought summer drinks are more popular among Nizhny Novgorod residents than homemade ones — 78% purchase beverages, and only 22% prepare them themselves. The MTS AdTech study also showed that among the top five most popular summer drinks among residents, kvass is the leader — 29% of respondents drink it. It is followed by fruit and berry compotes and fruit drinks — 15%, and energizing cold tea — 18%. Water with juice (7%) and freshly squeezed juices (5%) are still less popular but are steadily strengthening their position in the diet of active and health-conscious consumers.

      Preferences for drinks vary significantly across different generations. Alcohol consumption has decreased among 52% of Generation X members and 46% of members of other generations. Baby boomers have reduced their intake of sugary sodas — 33% of respondents in this age group consume them less frequently. Z-generation members refuse energy drinks most often — one in three admits to drinking them less frequently over the past year.

      “Analyzing the purchasing patterns of different generations allows for more precise marketing strategies based not on subjective beliefs about people’s values at different ages, but on their actual preferences. For example, it is commonly thought that health is especially important to Z-generation individuals, but they drink sweet carbonated drinks (17%) and cold tea (17%) more often than other generations. This indicates a choice not solely based on health benefits but also on taste and experiences, which can serve as a great creative approach,” comments Artem Pulikov, Commercial Director of MTS AdTech.

      About the survey:

      MTS AdTech surveyed 2,000 Russians aged 18 and older. The respondents reside within the Russian Federation. The survey was conducted in June 2025.

      Generations:

      Baby boomers — born 1946–1964.

      Generation X — born 1965–1980.

      Generation Y (Millennials) — born 1981–1995.

      Generation Z (Zумеры) — born 1996–2010.

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