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.