Section: "Household Appliances"

In the first half of 2024, Russia recorded an increase in sales of household appliances. Let's consider how the situation on the market is currently developing

According to Mordor Intelligence, the Russian home appliance market is estimated at $11.12 billion. M.Video-Eldorado predicts that the large home appliance market will grow by 5-10% in monetary terms by the end of 2024. The company's representatives also told Vedomosti about the growth in sales of washing machines, refrigerators, and ovens. A similar trend was confirmed by Citylink: the sales volume of large home appliances in monetary terms increased by 19%, the number of orders - by 6% year-on-year.

There has also been growth in the online sales of small household appliances. According to Vedomosti, citing Gfk data, 22.4 million small household appliances were purchased in Russia in the first half of 2024. This is 28% more than the figure for the same period in 2023. In monetary terms, sales increased by 32% — by almost 97 billion rubles. A noticeable increase in online sales in units was observed in the following categories: irons (+40%), razors and hair dryers (+34%), juicers (+31%), multicookers (+29%), kitchen utensils (mixers, blenders, food processors +21%) and vacuum cleaners (+17%).

Key trends in the home appliances market include:

// The share of Russian brands is increasing. Sales revenues of Russian manufacturers of household appliances increased 2-3 times in 2023. According to the IT holding Fplus, in 2023, a total of 332 million units of household appliances and electronics were sold, of which more than 106 million (32%) were brands from Russia and the CIS countries, including goods released under their own trademarks. It is worth noting that we are talking about the small household appliances sector. The leading positions in the household appliances market are occupied by Chinese and Turkish brands.
// Growing sales of smart home appliances. According to a GfK study, more than half of Russians living in large cities already use smart home devices. At the same time, M.Video-Eldorado notes that consumers increasingly prefer modern devices to outdated ones. According to TelecomDaily, sales of smart refrigerators, washing machines, kettles, vacuum cleaners and other equipment that connects to the Internet and is controlled via a mobile application have grown by more than 25% in 2023.
// Changes in consumer behavior. As noted by analysts at Mobile Research Group, consumers are buying more items, but at lower prices. Purchases are becoming more thoughtful, and more time is spent on choosing equipment. The following shopping scheme is also in demand: the consumer evaluates the product in the store and then makes a purchase online. AKIT reports that 14.3% of online purchases are for digital and household appliances based on the results of the first half of 2024.

Participants of the MosHome 2025 exhibition will be able to present the following products in the Household Appliances section:

// Washing machines, TV, irons, vacuum cleaners
// Clothes dryers and fans
// Climate control equipment
// Electric kettles, coffee machines
// Other household electrical appliances
// Massage and personal care devices
// Smart Home Products

More than 3,500 (29%) visitors to the MosHome 2024 exhibition were interested in the "Household Appliances" section. It should be noted that 82% of visitors influence purchasing decisions in their company, so negotiations on cooperation are more effective.