Insight of the Month.
Happiness Drivers Across CIS Markets (2025)
In October 2025, Dataction conducted a large-scale cross-country online panel study across CIS markets (n=37,000) to understand key drivers of happiness, health perception and social wellbeing.
Key Findings Across CIS
49% of respondents describe themselves as happy.
The primary drivers of happiness across CIS countries are:
- Family — 79%
- Health — 58%
- Financial stability — 46%
Work ranks significantly lower (11%), highlighting the dominance of personal and relational wellbeing over professional identity in the region.
Country-Level Insights
- Armenia
Armenia consumer researchhighlights the most family-centric structure in the region, with 82% naming family as the primary source of happiness.
- Azerbaijan
Strong social connectivity is particularly visible Azerbaijan consumer behavior research, where friendship satisfaction and remote communication indicators are among the highest in CIS.
- Kazakhstan
In Kazakhstan market research data, financial stability plays a comparatively stronger role in shaping perceived wellbeing (50%), indicating a more economically anchored happiness model.
- Kyrgyzstan
Meanwhile, Kyrgyzstan consumer insights reflect a values-driven market with high subjective happiness (55%) and strong relational wellbeing.
- Moldova
Moldova market research shows the highest satisfaction with family communication (87%), reinforcing the central role of close social ties.
- Tajikistan
Tajikistan market insightsdemonstrate the highest satisfaction with health (72%) and one of the most physically active populations.
- Uzbekistan
Among all markets, Uzbekistan consumer insightsshow one of the highest happiness levels in the region (57%), with strong family orientation and high physical activity.
Strategic Implications
for Brands
Across CIS and Central Asia markets, happiness is structurally built on:
Social
cohesion
Health
perception
Economic
stability
For brands operating in FMCG, telecom, healthcare, financial services and retail, understanding these emotional and structural drivers is essential for effective positioning.
Explore our full CIS market research expertise and country-specific consumer insights.
Methodology
Study conducted in October 2025 among 37,373 respondents registered on Dataction online research panels across CIS countries. Urban population 18–55+.