Buyers of premium apartments have shown increased interest in country living.

Half of buyers of premium new buildings in Moscow would prefer living outside the city to buying an apartment in Moscow. This information was obtained in a recent consumer preferences study conducted by analysts.

MR conducted a large-scale study to examine the evolution of consumer preferences in the capital's premium housing market and determine their willingness to consider a suburban lifestyle as an alternative to the city. The survey, conducted from January to September 2025, involved 2,500 respondents, including potential and current buyers of premium new buildings.

Online surveys and in-person customer interviews at sales offices revealed that "countryside" priorities rank high in the hierarchy of customer expectations. While fundamental needs for safety (71.5%) and developed infrastructure (68.2%) remain top priorities, a significant shift toward "green" priorities is evident. For example, the factor "ecology and proximity to nature" ranked among the top three, with a score of 65.9%. This trend is reinforced by the high score for "opportunities for sports and outdoor recreation," chosen by 58.7% of respondents. Taken together, this suggests that for today's affluent buyer, location prestige and proximity to the city center (traditionally "urban" priorities) are somewhat secondary to an interest in an eco-friendly lifestyle and contact with nature. At the same time, however, clients are not prepared to compromise on basic criteria for choosing a place to live (privacy, security, and infrastructure), and they are willing to seek them outside the city.

In the second stage of the study, the most pressing, unmet needs of buyers of premium new buildings were identified. Respondents were asked to select up to six of the twelve items they felt a pressing need for. A more in-depth analysis of Muscovites' "wish map" revealed dissatisfaction with living conditions more closely associated with suburban living. The clear leader in the list of what is missing for an ideal life was "peace and quiet," selected by 69.3% of respondents. It was followed by requests for a "private terrace or patio" (65.1%) and a "safe natural environment for children" (61.7%).

It's noteworthy that the top five most pressing needs are all related in some way to space, ecology, and privacy. The first "urban" query—"walking distance to top restaurants"—appears only in sixth place, with 50.8%. Thus, the premium buyer is beginning to seek what the city can't provide: privacy, tranquility, and daily contact with nature.

In the third stage of the study, respondents were asked to select up to three of ten housing options that they found most appealing, in addition to purchasing an apartment in a premium new building in the city. The most popular option was an apartment in a premium suburban complex, with 49.2% of respondents willing to consider it. This option was more appealing than purchasing a penthouse or a larger apartment in the city (44.7%). In other words, when choosing between extra square footage and the opportunity to live in a natural setting, respondents leaned toward the latter.

Other suburban housing formats—cottages (35.2%) and townhouses (29.1%)—occupied high positions in the hierarchy. Only a classic dacha 50 km or further from Moscow seemed less attractive to buyers (15.6%) compared to an apartment in an iconic skyscraper (25.8%) or moving to the Central Administrative District (21.7%).

"The study results reveal a significant shift in the value system of clients in the Moscow region's premium new-build market," noted MR Managing Partner Alexey Godovanets. He notes that buyers today are interested not only in status and prestige, but also in environmental considerations. The opportunity to organize their lives with access to a full range of urban infrastructure, yet surrounded by nature, seems just as appealing as living in a premium new-build in the capital.

"The demand for a balance between the dynamism of the metropolis and the tranquility of nature has become key. It's noteworthy that an apartment in a premium suburban complex is considered an option on par with a cottage or townhouse. This suggests that buyers still prioritize urban infrastructure and privacy, but in combination with the surrounding natural environment," the developer concluded.