The relevance is due not only to a broad discussion of the problem of quality and standard of living, taking into account the consumption of agricultural products. In the context of a post-pandemic reality and a special military operation, economic stability and social well-being of rural and urban populations become priority issues. In addition, in the context of rapid technological and social development, it is important to constantly update data and analyze the current state of the situation in order to competently adapt policies and programs for social support of rural and urban populations to changing conditions. Goal: to explore the concept of quality and standard of living of the rural and urban population of the region, taking into account the consumption of agricultural products. Methods. Indicators and targets for the level and quality of life, taking into account the consumption of agricultural products, including the decile coefficient of income differentiation, the Gini coefficient, the Lorenz coefficient, life expectancy and GRP per capita. Scientific novelty. The level and quality of life of the rural and urban population, taking into account the consumption of agricultural products in conditions of economic crises. Results. The analysis allows us to identify the main problems facing the rural and urban population of the Chelyabinsk region, including insufficient income, instability of the economic situation and threats to maintaining the existing standard of living. The need for increased attention to maintaining the well-being of rural and urban populations and reducing the number of people with incomes below the subsistence level in the region is emphasized.