The Russian retail market for animal feed additives demonstrates an increase in total monetary turnover alongside a decline in physical demand. The main factor in its development has been the rapid migration of buyers to the online channel.

In the first seven months of 2026, the total volume of retail sales of veterinary feed additives in Russia (including the online channel) reached RUB 3.4 billion (at retail prices, including VAT). In monetary terms, the market showed pronounced growth, increasing by 16.8% compared to the same period last year. At the same time, value expansion was accompanied by a significant contraction in physical consumption, which decreased by 11.8% during the reporting period to 320.8 million minimum dosage units (MDU). This decline in physical volume was recorded for the first time in several years, breaking the multi-year trend of increasing physical demand. The current negative dynamics are primarily due to the high base effect of 2025, when record sales volumes were registered. Recall that in the full past year, the market volume amounted to more than 616 million MDU worth RUB 5.2 billion, exceeding 2024 figures by 6.5% in physical terms and 12.1% in monetary terms.

Interestingly, the decline in physical demand is driven by falling sales in traditional retail, where sales of the analyzed products fell by 25% in MDU over the year, while the physical volume of online purchases grew by 10%. According to the "Retail Audit of Feed Additive Sales in Russia (total sell out)" from the analytical company RNC Pharma, the influence of e-commerce in this market is growing rapidly. Based on the results of January–July 2026, the online channel accounted for more than half of total market turnover in monetary terms for the first time — 50.9%, compared to 45.8% in the same period last year. The faster development of marketplaces is confirmed by their high ruble dynamics, reaching 34%, while revenue from traditional retail representatives increased by only 3% over the year. This disparity is largely explained by differing degrees of inflationary pressure across sales channels. Compared to the first seven months of 2025, the average price increase for products in online stores was limited to 11%, while in classic retail (pet stores and veterinary pharmacies) the price index recorded a more significant increase, reaching +18%.

In January–July 2026, the retail assortment of the domestic animal feed additive market was represented by 193 brands. Leadership in the market in terms of monetary sales volume has been retained for the second consecutive year by the malt paste for hairball removal in cats, Cliny, from Ecoprom. This product accounts for about 14% of the market and demonstrates high ruble dynamics of +56%. Second place in the ranking is occupied by another brand from the same manufacturer — Unitabs, with an 8.7% share, although its growth rate was more moderate at 15%. The top three is rounded out by the brand My Totem from the Russian company VEDA, which took 7.8% of the market in monetary terms. Annual sales of this line doubled, made possible by the explosive growth in sales of the synbiotic Actiflora (volumes grew tens of times compared to the same period last year). This jump is directly linked to import substitution of the former multi-year leader — the supplement FortiFlora from Purina, whose supplies to Russia were suspended starting in March 2025 following a corresponding order from Rosselkhoznadzor. As a result, FortiFlora lost 10 positions in the ranking, dropping out of the TOP-10, and its sales fell by 71%. High upward dynamics were also shown by the premium Russian brand Vividus from Felicita Holding, containing wild salmon oil with a high concentration of Omega-3 acids. Sales of the product during the reporting period doubled, allowing it to secure seventh place in the national brand ranking.

Fig. Structure of the Russian Retail Feed Additive Market by Sales Channel, % RUB