Over the past 25 years, significant events have profoundly affected Russia’s overall industry, especially the pharmaceutical sector. Key factors such as the 2014 crisis, the COVID-19 pandemic, the 2022 sanctions, and Russia's changing international political position have affected not only the country’s economic situation but also its demographic structure. The Russian population is aging, with a declining birth rate despite state efforts to address the issue. In addition, the mortality rate, including among the younger generations, has increased significantly in recent years. The volatile economic and political climate has also led to the emigration of many young and educated people. Social changes, such as the growth of social media, the influence of mass media, and the increase in the retirement age, have also played a significant role in shaping citizens’ behavior, especially in terms of medicine selection and purchasing decisions. This paper examines the economic events of recent years that have most influenced pharmaceutical policy and consumer preferences, providing statistical data on the Russian population by various categories and analyzing the social factors that impact consumer behavior.
