Importance Considering crisis phenomena in the global economy, it is critical to retain and develop human capital. For this, it is necessary to study quantitative indicators of massive socio-economic and demographic phenomena, processes and results, which jointly reflect households' expenses for health care and recreation services, expenses trends, their mutual relation, effect on consumer expectations in this area. Objectives The research examines what efforts the Russian households make to preserve and develop human capital. Methods The research draws upon methods of grouping, absolute, relative, average and structural numbers, illustrative data presentation, analysis of relations, spatial, structural and dynamic analysis. Results I analyzed the Russian households' expenses for paid services and determined reasons, trends, correlation of their changes in line with price trends, using sample-based budgetary surveys and statistical methods. Conclusions and Relevance In today's Russian economy, households' expenses for healthcare and recreation services grow due to consumer sovereignty and households' focus on preservation and development of human capital by investing in physical and moral health of their members. Such investment was proved to give positive results.
Keywords: consumption, human capital, survey, paid services, expenses, interests
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