Published on: 2026-08-21
Source: Moscow Government – Правительства Москвы –
An important disclaimer is at the bottom of this article.
“Moscow — on the Wave” fish markets are constantly working on expanding their assortment, focusing on the needs of city residents. Demand is studied daily here. They analyze what is purchased on weekdays versus weekends, which items become favorites depending on the season, and how audience preferences change. It is precisely based on this data that the display content is formed. Thus, exotic seafood, rarely found in Russian retail, appears on the shelves, new departments are opened, and the range of in-house production is expanded.
Rhythm of the week: a quick lunch on weekdays and a leisurely dinner on weekends
The structure of demand at fish markets changes noticeably throughout the week. On weekdays, the main focus is on ready-to-eat food and products that can be prepared in minutes. For example, this summer a whole section with ready meals appeared at the project’s site in Mitino, which are in high demand among city residents. The displays are regularly replenished with new items. Here you can find not only spreads and snacks but also full meals, including udon with crab, tom yum, or gyoza with fish and vegetables, which can simply be heated up.
The fish markets “Moscow — on the wave” have prepared skewer sets for the summer season
By the end of the week, consumer behavior changes — people rush less and more often choose products that require a more thoughtful approach to preparation.
“By the weekend, the purchasing structure changes: the main focus shifts to the chilled and live product section. There is also high demand for whole chilled carcasses. They can be cut into fillets, steaks, and soup sets,” said Evgeny Litvinchuk, deputy director of fish markets.
According to the specialist, it is precisely based on such demand fluctuations that the display cases are stocked with certain products on different days of the week. Statistics confirm — compared to weekdays, the volume of purchased refrigerated and live products increases tenfold on weekends.
Demand traditionally depends significantly on the season. The sales leaders of January and July hardly overlap. For example, this year the only item maintaining a top sales position both in winter and summer was the Murmansk salmon steak.
Fish not only from Russian seas: exotic varieties on the shelves
At the same time, markets are introducing buyers to fish that is rarely found in Russian retail because it does not inhabit the waters of the seas and oceans surrounding Russia. On the shelves, domestic trumpetfish and perch stand alongside dorado, marlin, eel, pangasius, saury, oilfish, tuna, womer, langoustines, and the famous delicacy swordfish. A new item this season is the dietary umbrina — a warm-water fish of the croaker family from friendly countries.
Evgeny Litvinchuk noted that in shaping the assortment, specialists rely both on customer feedback and on constant industry monitoring. They also keep track of fish market trends—both Russian and global: what new items appear, which types of fish and seafood are gaining popularity. The Moscow consumer knows their products well and is hard to surprise, so it is necessary to stay one step ahead and offer what cannot be found anywhere else.
Old new fish
In addition to a variety of fish and seafood species, markets are introducing unusual items into their assortment. The “Moscow — on the wave” project allows you to buy not canned, but frozen sprats, not smoked but salted or unagi sauce mackerel, dumplings with omul, or sugudai made from red fish. Constantly updating the assortment is necessary not only to surprise regular customers but also to expand the customer audience. For example, fish nuggets of various shapes are attractive to families with children, while young people who are into healthy eating choose a combination of benefits and convenience of preparation. Meeting their demands in a timely manner is possible thanks to cooperation with progressive suppliers — industry leaders who experiment with packaging, shape, and presentation, and most importantly, use modern methods of fishing and processing fish that help preserve the nutritional value of its consumption.
Recently, chebureks with cod, salmon chips, dried pike perch cheeks, red fish rolls with shrimp, pie with trout and greens, tuna lula kebab, sausage made from three types of fish, and other products have appeared on the shelves, allowing to see popular seafood in a new light thanks to an unusual format.
A separate area is our own production. For example, interest in unusual caviar led to the appearance on the shelf of salted herring caviar, and demand for convenient-to-prepare snacks — mussels in brine, and the popularity of lightly salted red fish inspired technologists to revive and create their own interpretation of traditional recipes — Scandinavian gravlax from coho salmon, as well as immediately from sockeye.
The launch of new products is usually accompanied by special promotions — discounts and tastings are held both for partner products and for new items of our own production.
The Baltic sprat season has started at the “Moscow – On the Wave” fish marketsGroper, smelt, and cod rillettes: tastings at the “Moscow — on the wave” markets will become regular
Not only fish
Although fish markets are specialized trading venues, their assortment includes drinks, groceries, special packaging, and even dietary supplements. So that a customer can buy everything for dinner in one place, the markets offer a wide variety of seasonings and sauces, as well as side dishes and baked goods for serving. Here you can purchase White Sea salt for home fish curing, several types of breading and Asian batter, mixes for fish soup, frying, or grilling, truffle paste, salad dressings, honey-based dressings, several types of rice including black long-grain and Carnaroli, and a variety of pasta—from spaghetti to pappardelle. For a quick snack at the market’s food court, they offer soft drinks which are convenient to take with an already prepared dish.
Specialized packaging is also provided for different types of seafood, which allows maintaining the quality and safety of the products during transportation. For fresh-frozen and chilled items — sealed thermal bags, to which ice and gel coolants can be added upon request. Live crayfish are packed in food-grade buckets, and for those who regularly buy fish and seafood, there are branded moisture-resistant shoppers.
From large-scale analysis of consumer demand data and monitoring of global trends to meticulous attention to packaging and the nuances of presentation — everything at the fish markets “Moscow — on the Wave” is aimed at one goal: to make quality products, rare or long beloved by consumers, more accessible to city residents. Here, supply and demand do not oppose each other but complement one another. Thus, the buyer shapes the demand, the market responds with the assortment, and the new assortment in turn expands gastronomic habits. The assortment continues to evolve alongside consumer demands, and it is in this balance between broad outlook and attention to detail that the main principle of successful assortment formation lies.
The fish markets “Moscow — on the wave” operate in the Kosino-Ukhtomsky and Mitino districts. In addition to trading rows, there are specialized storage areas, food courts, and studios for master classes. An important feature of the markets is the presence of laboratories that check the quality of all products sold.
The secret of freshness: how aquariums are arranged at fish markets “Moscow — on the wave”
The markets feature fish and seafood from key fishing regions — from Karelia to Kamchatka. In addition, there is an option to arrange delivery through the service “Cooper”.
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