Russia is increasingly facing the consequences of its own geopolitical isolation following the start of its full-scale war against Ukraine. What just a few years ago seemed like a stable market with a wide range of international brands has now turned into a space of forced substitutes, parallel imports, and rising prices. And judging by new surveys, a significant part of the population openly perceives this as a loss.
According to a study by the “Group 7/89” association, more than half of surveyed Russian citizens (56%) would like foreign companies to return to the market. The greatest demand is for automotive brands, the film industry, software developers, and manufacturers of everyday consumer goods.
The technology and industrial sectors have been hit the hardest. Following the departure of giants such as Microsoft, Oracle, Adobe, Autodesk, and others, the Russian software market has found itself in a state of artificial isolation. This has led to higher prices and reduced competition, while businesses are forced either to adapt to a limited selection or seek complicated workaround solutions. As a result, import substitution has become a forced replacement without alternatives comparable to global products.
The situation with everyday consumer goods is equally illustrative. Food products, cosmetics, and household appliances have become significantly more expensive due to parallel imports and logistical complications. Some Russians openly admit that in Russia there really are “no equivalents.”
Sociological data also show a deep divide within Russian society itself. Young people are the most eager for the return of foreign companies (84% in the 18–29 age group), while the older generation is more restrained. At the same time, demand for the return of global businesses is significantly higher in large cities than in small towns and rural areas, where part of the population is less dependent on international brands.
The conclusion here is fairly obvious: as long as Russia continues its war against Ukraine, it will remain isolated, while its market will continue operating in a mode of losses and expensive substitutes.
