The tma agency (part of the ADV Experience division) has published its annual analytical report on the consumer activation market in the fast-moving consumer goods (FMCG) segment. According to the research data released on April 13, 2026, the average duration of promo campaigns in traditional retail and chain stores increased by 23% and reached two months. Analysts studied 560 campaigns (185 national and 375 customized) implemented in 2025.

Confectionery, beverages (including energy drinks), and dairy products became the leaders in the number of marketing activations. Together, these three categories accounted for 52% of all promo campaigns in the market. Explosive growth in activity was separately noted in the energy drinks segment: the number of promotional activities here increased by 96% compared to the previous period.

Special attention in the study is paid to the mechanics of customized programs within retail chains. Over 72% of such activations are aimed at retaining the buyer and stimulating repeat purchases. Retailers and manufacturers use loyalty points, certificates, and subscriptions instead of direct discounts. At the same time, the average budget for the prize fund in national campaigns amounted to 4.3 million rubles, and in customized ones — 2.3 million rubles.

Retailchina.pro Expert Commentary: The increase in the average duration of promo campaigns to two months is a direct market reaction to a decline in spontaneous demand. The buyer no longer responds to short price shocks, preferring systemic savings. For foreign manufacturers entering the market of the Russian Federation or the CIS, this means a fundamental change in the trade marketing strategy. One-off promotions for 1-2 weeks are no longer effective; the budget must be planned for long cycles with deep integration into the loyalty programs of specific retail chains.