MTS Bank analyzed the spending of Russians in the third quarter of 2026 and recorded a steady trend towards quitting alcohol and tobacco consumption. This is stated in the message of the bank.
In July-September 2026, the number of transactions in alcohol supermarkets decreased by 22% compared to the same period last year, while the average receipt increased by 27% to 930 rubles.
In tobacco shops, the number of receipts decreased even more — by 27%. The average receipt increased by 24% to 830 rubles. Analysts note that the average bill is noticeably higher than the cost of a traditional pack of cigarettes, which indicates the popularity of vapes and tobacco heating systems. Zoomers have the largest average bill in tobacco stores among all generations — 920 rubles, and gadgets for smokers are most popular among young people.
The most pronounced decrease in purchases in both categories was among millennials: in alcohol supermarkets, the number of transactions decreased by 27%, in tobacco stores — by 33%. This generation is now between the ages of 30-45, a period when many people are rethinking their lifestyle in favor of health and sports.
Zoomers took the second position in reducing alcohol purchases — the number of transactions decreased by 17%. which corresponds to their reputation as the "sober generation". Young people aged 18-29 are less likely to drink alcohol and more likely to choose non-alcoholic alternatives, for example, energy drinks and various sodas are very popular with them.
Generation X took the second place in tobacco stores in terms of downward dynamics, reducing the number of purchases by 18%.
Interestingly, the number of transactions in both categories has not decreased among representatives of the baby boomer generation - the older generation retains well—established consumer habits against the background of how younger buyers are rethinking their lifestyle.
Analysts note that the decline in interest in alcohol and tobacco may be due to the general trend towards a healthy lifestyle, which is most pronounced among millennials and zoomers. Young people are increasingly choosing sports and quality leisure, redistributing budgets in favor of these categories, while older generations retain their usual pattern of spending and behavior.
Also, a significant increase in the average receipt with a reduction in the number of transactions indicates that Russians are not so much saving in both categories as switching to more conscious consumption: they buy less often, but choose better and more expensive products.
The study is based on the analysis of anonymized data on bank cards of MTS Bank customers in all regions of Russia. Payment transactions in July-September 2025-2026 were taken into account. Birth years of generations: Z — 1997-2012, Y — 1981-1996, X — 1965-1980, baby boomers — 1946-1964.
MTS Bank (MTS Bank PJSC) is a digital commercial bank that provides a range of services to individuals and companies. The main shareholder is a private limited liability company Mobile TeleSystems B. V., a subsidiary of PJSC Mobile TeleSystems.
MTS Bank's net profit under IFRS for 6 months of 2026 amounted to 7.2 billion rubles.
