The impact of the food embargo on con­sumer preferences and cross-border practices in the Kaliningrad region

Abstract

The Russian food market has been a fascinating subject for researchers investigating food security risks and ways to mitigate them since the embargo was imposed in 2014. The Kaliningrad region, an exclave of Russia, responded more sensitively to the restrictions than any other territory of the country due to the heavy dependence of its food market on imported finished products and raw materials, as well as the transit from Russia via third countries. This study aims to explore how the consumer preferences of Kaliningraders changed in 2014—2021 under the food embargo. The research also investigates changes in the cross-­border mobility of the region’s residents with regard to the practice of shopping for groceries in neighbouring countries. The principal method used in the study is survey research. A survey of 1,019 respondents was conducted in September 2021. Additionally, a comparative analysis of average food prices in the region and neighbouring countries from 2012 to 2019 was carried out based on data from Kaliningradstat and the national statistics services in Poland and Lithuania. The ways to obtain embargoed food were systematised using content analysis of social media, advertising and joint purchase services, travel agency websites, regional news portals and blogs. The study found that rising prices for commodity groups falling under the import ban were the most significant change in the regional food market. As a result, the share of Kaliningrad and Belarusian manufacturers in the regional market basket of consumer goods rose dramatically, as the volume and range of products increased and new manufacturers entered the market. At the same time, the dependence of purchases of “sanctioned” goods on non-material reasons (quality, personal preferences) determined Kaliningraders’ continued commitment to the “old” strategies despite significant restrictions.

Cross-Border Shopping on the European Union Fast-Moving Consumer Goods Market: Determinants of Lithuanian Shoppers’ Behavior in Poland

“…Globalization of consumption results in the globalization of markets, particularly those close to country borders [49]. The research results are especially important for Polish border entrepreneurs, as the flow of shoppers from Kaliningrad is decreasing; the research [51] shows that among the citizens of Kaliningrad who were regularly traveling to Poland for shopping, 53% indicated a decline in the frequency of their trips from year to year. Considering the geographic location of the borders between the Kaliningrad area, Lithuania, and Poland, such a decline in shoppers from Kaliningrad can be compensated by attracting Lithuanians.…”

A new role of cooperation under economic sanctions as seen by residents of the Kaliningrad region

“…In particular, scholars note the region's extremely high sensitivity to fluctuations in exchange rates, price increases, insufficient provision of goods across several categories, reduced consumption volume and shifts to cheaper and lower-quality products. Overall, the regional level of consumption is significantly below the nationwide figures [19]. These negative trends have probably redirected Kaliningraders' focus towards pressing issues of sustenance, which are growing only more prominent amidst current challenges.…”