Having declined during 2020, as consumers spent more time at home and thus had less need for them, the rate of growth in retail current value sales of headphones will rebound strongly during 2021. Premium TWS earbuds will be the main driver of this growth.
Until recently, premium TWS earbuds were largely the perverse of affluent Russians, but this is no longer the case. Apple Inc’s AirPods brand will remain the leader in premium TWS earbuds in terms of retail value share during 2021, but lower-priced by offerings from the likes Harman RUS CIS OOO (JBL), Marvel Distribution OOO (Xiaomi) and Samsung Electronics Rus OOO grew in popularity during the latter part of the review period.
Even before the onset of the pandemic, e-commerce had been on the verge of overtaking non-grocery specialists (mainly electronics and appliances specialist retailers) as the leading distribution channel for headphones. During 2020, e-commerce surged past non-grocery specialists, as the latter were forced to close for an extended period due to COVID-19 restrictions.
Premium TWE earbuds and wireless headbands will continue to be the main drivers of growth in retail current value sales of headphones during the forecast period. These products will become increasingly affordable to local consumers, while both sound quality and battery life are likely to steadily improve.
Despite the growing popularity of premium TWS earbuds, wired headphones will not disappear. They will remain popular with price sensitive consumers, in addition to those for whom sound quality is particularly important.
Apple Inc is likely to continue to lose retail value share in headphones over the course of the review period. Apple’s headphones are much more expensive than rival offerings from the likes of Xiaomi and JBL, and the gap in quality between its Beats and AirPods brands and their cheaper rivals is narrowing.
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Understand the latest market trends and future growth opportunities for the Headphones industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Headphones research and analysis database.
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