Paul Goble
Staunton, May 29 – Trade between countries is not simply about the volume of sales but also about the circulation of brands. When trade is relatively free, new brands move from one country to another; when it is restricted either by outsiders through sanctions or the regime by the promotion of import substitution, such circulation slows or even stops.
The Moscow newspaper Vedomosti reports that since the beginning of 2026, “not a single new foreign brand has entered the Russian marketplace, according to the CORE.XP consulting company (vedomosti.ru/business/articles/2026/05/29/1201058-v-rossii-vpervie-za-poslednie-godi-ne-poyavilos-ni-odnogo-inostrannogo-brenda).
In 2025, 12 new foreign brands did, the consulting company says; in 2024 and 2023, 24 each; and in 2021 and 2022, 16 each. The Russian government is likely to view this as an indication that its program for import substitution is working, although the rising tide of Russian consumer pessimism casts doubt on that conclusion.
As far as Western sanctions are concerned, this is evidence of what the most thoughtful observers and officials have pointed out. It takes a long time for sanctions to work; but when they do, the citizens of the countries against which they are targeted not only don’t get what they were used to getting but don’t have a chance to acquire new products from outside either.