On its own marketplace, the retailer's sales volume in this category showed an increase of almost one and a half times year-on-year in the third quarter of 2025. This significantly outpaced the overall market growth of 14% for the nine-month period. The key drivers were the dynamically growing categories: washing machines, built-in appliances, and stoves, with vacuum cleaners being the absolute leader in terms of growth rate.
An analysis of the market situation for the period of January-September 2025 points to a stabilization of the industry following last year's demand surge. In monetary terms, the market reached 453 billion rubles, with the average device price holding stable at 19 thousand rubles. This price benchmark reflects consumers' adaptation to the current economic conditions and their focus on the optimal price-to-quality ratio. The structure of consumer demand shows a steady interest in both appliances for basic household needs and modern models with energy-efficient modes and smart functions.
A significant structural trend is the continued strengthening of local and exclusive brands. Retailers' private labels and exclusive lines now account for approximately 11% of the market in unit terms and 9% in monetary terms. At the same time, non-branded appliances maintain their niche, occupying 8% in units and 6% in revenue, remaining in demand in the mass segment and for furnishing rental properties. Among international manufacturers, the Chinese conglomerate Haier maintains its leadership in market share, demonstrating balanced figures—about 6% in units and 13% in monetary terms, underscoring its premium positioning within the portfolio.
Source
We invite you to the International Exhibition of Consumer Electronics and Smart Home Appliances IEAE! We are waiting for you!
When: November 25-27, 2025
Venue: Moscow, Timiryazev Center
Get your free ticket via the link
An analysis of the market situation for the period of January-September 2025 points to a stabilization of the industry following last year's demand surge. In monetary terms, the market reached 453 billion rubles, with the average device price holding stable at 19 thousand rubles. This price benchmark reflects consumers' adaptation to the current economic conditions and their focus on the optimal price-to-quality ratio. The structure of consumer demand shows a steady interest in both appliances for basic household needs and modern models with energy-efficient modes and smart functions.
A significant structural trend is the continued strengthening of local and exclusive brands. Retailers' private labels and exclusive lines now account for approximately 11% of the market in unit terms and 9% in monetary terms. At the same time, non-branded appliances maintain their niche, occupying 8% in units and 6% in revenue, remaining in demand in the mass segment and for furnishing rental properties. Among international manufacturers, the Chinese conglomerate Haier maintains its leadership in market share, demonstrating balanced figures—about 6% in units and 13% in monetary terms, underscoring its premium positioning within the portfolio.
Source
We invite you to the International Exhibition of Consumer Electronics and Smart Home Appliances IEAE! We are waiting for you!
When: November 25-27, 2025
Venue: Moscow, Timiryazev Center
Get your free ticket via the link