Moscow, 15 July 2026 — In the first half of 2026, X5 grew the number of active users of its Paket subscription service to 2.5 million, up 25% year-on-year. Over this period, subscribers redeemed more than RUB 10 billion in accumulated cashback and visited stores an average of 18 times per month. Compared to holders of the X5 Club loyalty card, Paket subscribers visit the Company’s Pyaterochka and Perekrestok stores twice as often and earn five times as many bonus points.
The Paket service resonates across all age groups, with a third of subscribers (33%) aged 35–45, roughly a quarter (24%) aged 25–35, and 20% aged 45–55. Another 12% of subscribers are over 55 and 11% are under 25 years of age. Women make up the majority of the subscriber base at around 60%, with men accounting for just over 40%. Subscribers with the largest number of store visits are located in the Yamal-Nenets Autonomous Area (13.4%), the Republic of Karelia (12.9%), the Arkhangelsk Region (12.6%), the Murmansk Region (12%) and the Moscow Region (11.1%).
The largest cashback earned on a single ticket reached RUB 6,600. The regions with the highest average cashback per receipt are the Republic of Sakha (Yakutia), the Primorye Territory, the Amur Region, the Yamal-Nenets Autonomous Area and the Murmansk Region, where cashback ranged from RUB 36 to RUB 40 per ticket. The regions with the highest average redemption amounts are the Murmansk Region, the Khanty-Mansi Autonomous Area, the Tver Region, the Amur Region and the Republic of Karelia, where the average redemption amount is close to RUB 200.
Paket users show particularly strong demand for ready-to-eat food and beverages: in the first six months of 2026, they purchased 16 million cups of coffee, 85 million bakery items, and 34 million portions of ready meals. This reflects the favourable terms offered by the subscription service across these categories — up to 50% cashback on coffee and tea purchases, and up to 20% on bakery items and ready meals.
“Over two and a half years, Paket has become a familiar and sought-after service that helps us build long-term relationships with our customers. An audience of 2.5 million active subscribers, and growing 25% year-on-year, shows that retail subscriptions work not as a one-off promotion, but as a sustainable, well-understood product — one that delivers real business value through a multiple-fold increase in visit frequency and deeper engagement with our brands, while giving customers added value and convenience in their everyday shopping. A strong NPS confirms that users value and are satisfied with the service: they not only keep using it but also recommend it to friends and family. For us, that’s the clearest sign that the offering truly resonates with customers and their needs” , – says Evgeny Galimskiy Director of Loyalty and Ecosystem Product Development at X5.
Paket is X5’s paid subscription service that expands upon the loyalty programme available to Pyaterochka and Perekrestok customers. Subscribers earn 5% cashback on all purchases and increased cashback of up to 20% across five selected categories at each retail chain. Accumulated bonus points can be used to cover up to 100% of a purchase, and subscribers also gain access to special offers from X5’s partners.