Market segmentsAs of 2021, Russia was listed among the worldwide leaders in terms of refrigerator and washing machine ownership, thus explaining why these two products constitute nearly half of the major appliances’ market revenue in the country. When looking at the smart appliances segment, vacuum cleaners dominated by revenue and were the most demanded home electronics after hair styling devices as of October 2020.
As the Statista Global Survey 2021 revealed, Russians together with Italians were the most brand-aware customers globally when it comes to household appliances. The brands of choice in this market were usually of South Korean origin, namely Samsung or LG, with the latter being the most favored label for refrigerators and washing machines.
Retail and tradeEven though the market revenue of major household appliances was greater than that of small home electronics in Russia, telecommunications equipment was the segment with the largest sales share. Notable sales growth was also reported for self-care electronics during 2020. Moreover, in the country where mostly offline shopping for electronics prevails, M.Video was the leading retailer by omnichannel performance points.
International trade flow dynamics in the household appliance market in Russia display a complementary relationship. That is, if the most imported major household appliance to Russia was a TV, then the country’s top-exported device in this segment would be television receivers. Similarly, vacuum cleaners accounted for the largest export and import share in the small electronic trade flows in the country.