The article presents the results of the study of key trends in the behavior of Russian consumers, as part of other fundamental determinants that affect the current state and prospects of development, so significant in social and economic aspects, the consumer market sector - retail. Control over the transformation of consumer preferences, as well as the impact on their change is one of the most important functions that seek to ensure a given level of competitiveness of companies. The degree of correctness and efficiency of the establishment, both existing and projected needs of the target segment, largely depends on the effectiveness of the enterprise response - the offer of a specific economic product-MIX retail, providing the most complete satisfaction, as well as the consequence, in the form of success in achieving the set goals. This postulate acts as a justification for the relevance of scientific developments in this direction, the individual results of which are given in the article. The information base of the research consists of the following data: Rosstat; Ministry of economic development of the Russian Federation; IMF; WCIOM; domestic and foreign experts, as well as the results of the author's own developments and other sources.
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