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Country Report

Consumer Electronics in

Consumer Electronics in Russia

Aug 2020

US$2,650

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Executive Summary

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COVID-19 impact on consumer electronics

Demand for many categories in consumer electronics in Russia was already waning pre-COVID-19, and the subsequent lockdown measures introduced by the government in an attempt to curb the spread of the virus only worsened this scenario. Despite an interest in innovative technology, many Russians were already showing signs of price sensitivity towards the end of the review period due to economic uncertainty, which had resulted in slowing demand or even retail declines for big-ticket items such as computers including laptops and LCD TVs (despite reliance on television as a major form of entertainment, especially for families), which was exacerbated by the lockdown and consumers prioritising their spending no more essential products and services.

COVID-19 country impact

Restrictions to prevent the spread of COVID-19 have been introduced gradually in Russia. The entry of Chinese citizens was banned from 20 February, with this being extended to Iranians from 28 February and South Koreans from 1 March.

Company response

While Korean brand Samsung retained its overall leadership of consumer electronics going into 2020 due to its trusted quality and wide product portfolio including LCD TVs and smartphones, rising price-sensitivity towards the end of the review period has resulted in the rising popularity of Chinese brands which tend to have an economy to mid-price positioning. Xiaomi strongly benefited from this trend, with the brand recording double-digit volume growth in Q2 2020, strengthening its notable leadership of wearable electronics, the most dynamic category in the market.

Retailing shift

All consumer electronics categories in Russia continued to see greater demand through e-commerce during lockdown in response to COVID-19, as non-essential stores such as electronics and appliance specialist retailers were forced to close in an attempt by the government to curb the spread of the virus. Nevertheless, this was a continuation of a trend already noted in Russia, with e-commerce already dominating distribution of a number of categories in 2019 such as imaging devices and the dynamic wearable electronics.

What next for consumer electronics?

Consumer electronics is not predicted to make a tentative return to positive volume growth until 2022, with ongoing price sensitivity, already evident pre-COVID-19, lingering into the early part of the forecast period, as Russians continue to prioritise their spending. However, some categories will perform more strongly than others, as consumers look to upgrade and invest in new consumer electronics after several years of frugality and postponements once they feel more confident about spending on discretionary items or products which they feel could enhance their lives and offer multifunctionality.

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Consumer Electronics Sample Report Consumer Electronics Sample Data

Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in Russia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Electronics industry in Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Russia for free:

The Consumer Electronics in Russia market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Consumer Electronics in Russia?
What is the fastest growing product category?
What consumer electronics segments are growing the fastest?
What are the major technology trends in new consumer electronics products?
How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

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Consumer Electronics in Russia

EXECUTIVE SUMMARY

COVID-19 impact on consumer electronics

COVID-19 country impact

Company response

Retailing shift

What next for consumer electronics?

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2015-2020
Table 2 Sales of Consumer Electronics by Category: Value 2015-2020
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2015-2020
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2016-2020
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2017-2020
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2015-2020
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2020-2025
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2020-2025
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 1 Research Sources

Computers and Peripherals in Russia

KEY DATA FINDINGS

2020 IMPACT

Lockdown exacerbates price sensitivity amongst Russians further reducing demand for computers and peripherals in 2020, although business sales benefit from distance working

Intense competition between leading players leads to further consolidation of landscape

Despite declining demand, e-commerce gains notable volume share over lockdown period due to competitive prices

RECOVERY AND OPPORTUNITIES

Laptops set to drive category forward but overall demand will remain weak due to lingering price sensitivity amongst Russians

Value growth of laptops to gain momentum towards end of forecast period driven by demand for higher specifications from gamers and tech-savvy affluent consumers

Retail sales of tablets and peripherals will continue to decline over the forecast period, with mainly business niche supporting demand

CATEGORY DATA

Table 12 Sales of Computers and Peripherals by Category: Volume 2015-2020
Table 13 Sales of Computers and Peripherals by Category: Value 2015-2020
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2015-2020
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2015-2020
Table 16 Sales of Computers by Category: Business Volume 2015-2020
Table 17 Sales of Computers by Category: Business Value MSP 2015-2020
Table 18 Sales of Computers by Category: Busines Volume Growth 2015-2020
Table 19 Sales of Computers by Category: Business Value MSP Growth 2015-2020
Table 20 Sales of Laptops by Form Factor 2018-2020
Table 21 Sales of Tablets by Operating System 2015-2020
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2016-2020
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2017-2020
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2015-2020
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2020-2025
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2020-2025
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2020-2025
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2020-2025
Table 29 Forecast Sales of Computers by Category: Business Volume 2020-2025
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2020-2025
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2020-2025
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2020-2025
Table 33 Forecast Sales of Laptops by Form Factor 2020-2025
Table 34 Forecast Sales of Tablets by Operating System 2020-2021

In-Car Entertainment in Russia

KEY DATA FINDINGS

2020 IMPACT

Lockdown compounds declining demand for in-car entertainment as consumers prioritise spending on essential goods and services

Leading players consolidate their positions in 2020, benefiting from consumer trust in their quality

E-commerce makes strong share gain from physical electronics and appliance specialist retailers during lockdown

RECOVERY AND OPPORTUNITIES

Further declining demand for in-car entertainment predicted as category experiences further competition from digitalisation

High penetration of smartphones in Russia set to further reduce demand for in-car navigation over the forecast period

In-dash media players set to record lowest declines, supported by enthusiasts enhancing their driving experience

CATEGORY DATA

Table 35 Sales of In-Car Entertainment by Category: Volume 2015-2020
Table 36 Sales of In-Car Entertainment by Category: Value 2015-2020
Table 37 Sales of In-Car Entertainment by Category: % Volume Growth 2015-2020
Table 38 Sales of In-Car Entertainment by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of In-Car Entertainment: % Volume 2016-2020
Table 40 LBN Brand Shares of In-Car Entertainment: % Volume 2017-2020
Table 41 Distribution of In-Car Entertainment by Channel: % Volume 2015-2020
Table 42 Forecast Sales of In-Car Entertainment by Category: Volume 2020-2025
Table 43 Forecast Sales of In-Car Entertainment by Category: Value 2020-2025
Table 44 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2020-2025
Table 45 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2020-2025

Home Audio and Cinema in Russia

KEY DATA FINDINGS

2020 IMPACT

Lockdown measures exacerbate declining demand for perceived outdated technology struggling with consumers’ use of smart and wireless devices

Consolidated competitive environment led by major global players but smaller players gain share

Electronics and appliance specialist retailers increasingly look to online presence in attempt to halt flow of sales from bricks-and-mortar stores

RECOVERY AND OPPORTUNITIES

Declining demand for home audio and cinema set to strengthen over course of the forecast period due to increasing reliance on more flexible options

Home cinema and speaker systems likely to struggle to compete with declining prices of digital televisions

Audio separates to remain a shrinking niche, restricting its appeal to music enthusiasts

CATEGORY DATA

Table 46 Sales of Home Audio and Cinema by Category: Volume 2015-2020
Table 47 Sales of Home Audio and Cinema by Category: Value 2015-2020
Table 48 Sales of Home Audio and Cinema by Category: % Volume Growth 2015-2020
Table 49 Sales of Home Audio and Cinema by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Home Audio and Cinema: % Volume 2016-2020
Table 51 LBN Brand Shares of Home Audio and Cinema: % Volume 2017-2020
Table 52 Distribution of Home Audio and Cinema by Channel: % Volume 2015-2020
Table 53 Forecast Sales of Home Audio and Cinema by Category: Volume 2020-2025
Table 54 Forecast Sales of Home Audio and Cinema by Category: Value 2020-2025
Table 55 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2020-2025
Table 56 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2020-2025

Home Video in Russia

KEY DATA FINDINGS

2020 IMPACT

Prioritising expenditure during the lockdown, main category of LCD TVs records reduced demand, while niche of OLED TVS offers affluent consumers superior entertainment experience

Major LCD TVs players continue to lose ground to competitively-priced smaller players going into 2020

Lockdown drives stronger switch towards e-commerce as consumers take advantage of competitive prices and attractive delivery options

RECOVERY AND OPPORTUNITIES

Tentative recovery for home video from 2021 with cheaper brands of televisions forcing major players to reduce prices

Internet smart TVs are way forward for many consumers

QLED is likely to be next niche to emerge through competitively-priced options

CATEGORY DATA

Table 57 Sales of Home Video by Category: Volume 2015-2020
Table 58 Sales of Home Video by Category: Value 2015-2020
Table 59 Sales of Home Video by Category: % Volume Growth 2015-2020
Table 60 Sales of Home Video by Category: % Value Growth 2015-2020
Table 61 Sales of LCD TVs by Network Connectivity: % Retail Volume 2015-2020
Table 62 Sales of OLED TVs by Network Connectivity: % Retail Volume 2015-2020
Table 63 NBO Company Shares of Home Video: % Volume 2016-2020
Table 64 LBN Brand Shares of Home Video: % Volume 2017-2020
Table 65 Distribution of Home Video by Channel: % Volume 2015-2020
Table 66 Forecast Sales of Home Video by Category: Volume 2020-2025
Table 67 Forecast Sales of Home Video by Category: Value 2020-2025
Table 68 Forecast Sales of Home Video by Category: % Volume Growth 2020-2025
Table 69 Forecast Sales of Home Video by Category: % Value Growth 2020-2025
Table 70 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2020-2025
Table 71 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2020-2025

Imaging Devices in Russia

KEY DATA FINDINGS

2020 IMPACT

Demand for imaging devices, driven by digital cameras, already declining pre-COVID-19 due to high penetration of smartphones in Russia

Canon strengthens lead in declining category due to popularity of its compact system cameras

Demand for digital camcorders driven by popularity of action cameras in Russia and entrance of more affordable options

RECOVERY AND OPPORTUNITIES

Overall decline for imaging devices set to continue into forecast period, with digital camcorders set to dominate category moving forward

Greater portability and ease of use will support ongoing share gain for compact system cameras

E-commerce likely to remain dominant distribution channel for imaging devices as specialists now perceived as showrooms by consumers

CATEGORY DATA

Table 72 Sales of Imaging Devices by Category: Volume 2015-2020
Table 73 Sales of Imaging Devices by Category: Value 2015-2020
Table 74 Sales of Imaging Devices by Category: % Volume Growth 2015-2020
Table 75 Sales of Imaging Devices by Category: % Value Growth 2015-2020
Table 76 Sales of Digital Cameras by Type: % Retail Volume 2015-2020
Table 77 NBO Company Shares of Imaging Devices: % Volume 2016-2020
Table 78 LBN Brand Shares of Imaging Devices: % Volume 2017-2020
Table 79 Distribution of Imaging Devices by Channel: % Volume 2015-2020
Table 80 Forecast Sales of Imaging Devices by Category: Volume 2020-2025
Table 81 Forecast Sales of Imaging Devices by Category: Value 2020-2025
Table 82 Forecast Sales of Imaging Devices by Category: % Volume Growth 2020-2025
Table 83 Forecast Sales of Imaging Devices by Category: % Value Growth 2020-2025
Table 84 Forecast Sales of Digital Cameras by Type: % Retail Volume 2020-2025

Portable Players in Russia

KEY DATA FINDINGS

2020 IMPACT

Positive growth for portable players in 2020 driven by wireless speakers

Harman retains overall leadership due to dominance of wireless speakers but local brands are emerging to add pressure

E-commerce strengthens dominance of portable players with specialist retailers forced to close during lockdown

RECOVERY AND OPPORTUNITIES

Wireless speakers will remain primary growth driver of portable players over the forecast period but maturity will result in slower demand

Tentative recovery for e-readers from 2021, supported by declining unit prices

Portable media players to continue on declining trend due to pairing of wireless speakers and smartphones

CATEGORY DATA

Table 85 Sales of Portable Players by Category: Volume 2015-2020
Table 86 Sales of Portable Players by Category: Value 2015-2020
Table 87 Sales of Portable Players by Category: % Volume Growth 2015-2020
Table 88 Sales of Portable Players by Category: % Value Growth 2015-2020
Table 89 NBO Company Shares of Portable Players: % Volume 2016-2020
Table 90 LBN Brand Shares of Portable Players: % Volume 2017-2020
Table 91 Distribution of Portable Players by Channel: % Volume 2015-2020
Table 92 Forecast Sales of Portable Players by Category: Volume 2020-2025
Table 93 Forecast Sales of Portable Players by Category: Value 2020-2025
Table 94 Forecast Sales of Portable Players by Category: % Volume Growth 2020-2025
Table 95 Forecast Sales of Portable Players by Category: % Value Growth 2020-2025

Mobile Phones in Russia

KEY DATA FINDINGS

2020 IMPACT

Slowing demand for smartphones towards end of review period due to high penetration and price sensitivity amongst local consumers

Chinese brands with economy and mid-priced options continue to gain ground within smartphones going into 2020

E-commerce gains dominance of category’s distribution during lockdown

RECOVERY AND OPPORTUNITIES

Large-screened smartphones to drive positive growth from 2021 onwards as consumers increasingly rely on their mobile devices for multifunctionality

Remote payments via smartphones likely to increase over the forecast period as consumers become more aware and trusting of m-commerce security

Close proximity payments via mobile wallets will continue to gain in popularity over the forecast period due to convenience and speed

CATEGORY DATA

Table 96 Sales of Mobile Phones by Category: Volume 2015-2020
Table 97 Sales of Mobile Phones by Category: Value 2015-2020
Table 98 Sales of Mobile Phones by Category: % Volume Growth 2015-2020
Table 99 Sales of Mobile Phones by Category: % Value Growth 2015-2020
Table 100 Sales of Smartphones by Screen Size: % Retail Volume 2018-2020
Table 101 NBO Company Shares of Mobile Phones: % Volume 2016-2020
Table 102 LBN Brand Shares of Mobile Phones: % Volume 2017-2020
Table 103 Distribution of Mobile Phones by Channel: % Volume 2015-2020
Table 104 Forecast Sales of Mobile Phones by Category: Volume 2020-2025
Table 105 Forecast Sales of Mobile Phones by Category: Value 2020-2025
Table 106 Forecast Sales of Mobile Phones by Category: % Volume Growth 2020-2025
Table 107 Forecast Sales of Mobile Phones by Category: % Value Growth 2020-2025
Table 108 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2020-2025

Wearable Electronics in Russia

KEY DATA FINDINGS

2020 IMPACT

Despite slowdown in demand during lockdown, wearable electronics continues to record most impressive performance within consumer electronics

Xiaomi consolidates leading position in wearable electronics going into 2020 with competitively-priced activity band

E-commerce strengthens its dominance of distribution for wearable electronics during lockdown

RECOVERY AND OPPORTUNITIES

Some maturity and price sensitivity slows demand from 2021, but positive volume growth will be supported by declining unit prices

Smart wearables will remain largest value category, but unit prices will continue to fall due to increasing competition from smaller players

Activity watches to remain niche area of wearable electronics in Russia, with newer analogue format finding weak demand amongst local consumers

CATEGORY DATA

Table 109 Sales of Wearable Electronics by Category: Volume 2015-2020
Table 110 Sales of Wearable Electronics by Category: Value 2015-2020
Table 111 Sales of Wearable Electronics by Category: % Volume Growth 2015-2020
Table 112 Sales of Wearable Electronics by Category: % Value Growth 2015-2020
Table 113 NBO Company Shares of Wearable Electronics: % Volume 2016-2020
Table 114 LBN Brand Shares of Wearable Electronics: % Volume 2017-2020
Table 115 Distribution of Wearable Electronics by Channel: % Volume 2015-2020
Table 116 Forecast Sales of Wearable Electronics by Category: Volume 2020-2025
Table 117 Forecast Sales of Wearable Electronics by Category: Value 2020-2025
Table 118 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2020-2025
Table 119 Forecast Sales of Wearable Electronics by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Consumer Electronics in Russia

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on consumer electronics

COVID-19 country impact

Company response

Retailing shift

What next for consumer electronics?

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Consumer Electronics in Russia

EXECUTIVE SUMMARY

COVID-19 impact on consumer electronics

COVID-19 country impact

Company response

Retailing shift

What next for consumer electronics?

MARKET DATA

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Computers and Peripherals in Russia

KEY DATA FINDINGS

2020 IMPACT

Lockdown exacerbates price sensitivity amongst Russians further reducing demand for computers and peripherals in 2020, although business sales benefit from distance working

Intense competition between leading players leads to further consolidation of landscape

Despite declining demand, e-commerce gains notable volume share over lockdown period due to competitive prices

RECOVERY AND OPPORTUNITIES

Laptops set to drive category forward but overall demand will remain weak due to lingering price sensitivity amongst Russians

Value growth of laptops to gain momentum towards end of forecast period driven by demand for higher specifications from gamers and tech-savvy affluent consumers

Retail sales of tablets and peripherals will continue to decline over the forecast period, with mainly business niche supporting demand

CATEGORY DATA

In-Car Entertainment in Russia

KEY DATA FINDINGS

2020 IMPACT

Lockdown compounds declining demand for in-car entertainment as consumers prioritise spending on essential goods and services

Leading players consolidate their positions in 2020, benefiting from consumer trust in their quality

E-commerce makes strong share gain from physical electronics and appliance specialist retailers during lockdown

RECOVERY AND OPPORTUNITIES

Further declining demand for in-car entertainment predicted as category experiences further competition from digitalisation

High penetration of smartphones in Russia set to further reduce demand for in-car navigation over the forecast period

In-dash media players set to record lowest declines, supported by enthusiasts enhancing their driving experience

CATEGORY DATA

Home Audio and Cinema in Russia

KEY DATA FINDINGS

2020 IMPACT

Lockdown measures exacerbate declining demand for perceived outdated technology struggling with consumers’ use of smart and wireless devices

Consolidated competitive environment led by major global players but smaller players gain share

Electronics and appliance specialist retailers increasingly look to online presence in attempt to halt flow of sales from bricks-and-mortar stores

RECOVERY AND OPPORTUNITIES

Declining demand for home audio and cinema set to strengthen over course of the forecast period due to increasing reliance on more flexible options

Home cinema and speaker systems likely to struggle to compete with declining prices of digital televisions

Audio separates to remain a shrinking niche, restricting its appeal to music enthusiasts

CATEGORY DATA

Home Video in Russia

KEY DATA FINDINGS

2020 IMPACT

Prioritising expenditure during the lockdown, main category of LCD TVs records reduced demand, while niche of OLED TVS offers affluent consumers superior entertainment experience

Major LCD TVs players continue to lose ground to competitively-priced smaller players going into 2020

Lockdown drives stronger switch towards e-commerce as consumers take advantage of competitive prices and attractive delivery options

RECOVERY AND OPPORTUNITIES

Tentative recovery for home video from 2021 with cheaper brands of televisions forcing major players to reduce prices

Internet smart TVs are way forward for many consumers

QLED is likely to be next niche to emerge through competitively-priced options

CATEGORY DATA

Imaging Devices in Russia

KEY DATA FINDINGS

2020 IMPACT

Demand for imaging devices, driven by digital cameras, already declining pre-COVID-19 due to high penetration of smartphones in Russia

Canon strengthens lead in declining category due to popularity of its compact system cameras

Demand for digital camcorders driven by popularity of action cameras in Russia and entrance of more affordable options

RECOVERY AND OPPORTUNITIES