It is not yet clear what life will look like in the post-pandemic era; however, it is clear how the pandemic and associated quarantine have already affected consumer preferences. Furthermore, we can state with confidence that the pandemic's impact will continue to be felt long after it ends. One of the primary shifts caused by this event has been a rebalancing of online and offline commerce. In the past few months alone, Russia has seen more than thirty new major players on the food production and delivery market, not to mention hundreds of small businesses that are trying to meet a radical increase in online demand. A recent study conducted by Accenture shows that consumers have not only shifted their behavior by buying more necessity goods, hygiene products, and medicines, but have also begun to shop more conscientiously, showing preference for local products and for digital formats.

Most consumers have already adapted to life in the era of COVID-19. Behavioral changes include increased emphasis on food waste reduction, focus on nutrition, and stricter budgetary considerations, as well as a strengthened preference for trusted brands.