IKEA and McDonald's top the list of brands Russians want back, survey shows
More than 60% of Russians say they are affected by the absence of familiar foreign brands, Gazeta.ru reported citing the survey by BrandLab. When asked in an open-ended question which brands they missed most, respondents most frequently named IKEA (12,1%), McDonald's (8,3%), Zara (7,3%), Coca-Cola (7,1%) and Adidas (6,9%).
When participants were later shown a list of 45 brands that had left Russia and asked to assess how strongly they felt their absence, YouTube topped the ranking: 68.5% said they either “somewhat missed” or “strongly missed” the platform. In the top five brands missed the most are also Google (52,2%) and Microsoft with its products Windows and Office (46,2%).
A second category of missed foreign brands are those associated with everyday comfort, lifestyle and perceived quality, Gazeta.ru noted. Respondents cited Samsung (53,8%), IKEA (47,7%), Bosch (41,7%), Nike (39,4%), Toyota (38,5%) and Puma (35,7%).
However there are also brands whose departure Russians don't lament. Airbnb topped the list of the least-missed brands with 51% of respondents saying they either "mostly did not regret" or "don't regret at all / were glad" the platform has left the Russian market. Booking.com scored 49.5% in this respect.
The least missed brands also includes such premium and aspirational names as Massimo Dutti (50.4%), Victoria's Secret (49.6%), Lancôme (39.6%), Starbucks (37.5%) and Apple (37.4%)
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14.05.26