Personal care appliances was one of the fastest growing consumer appliances categories in Russia in 2018. The category benefitted from traditional consumer groups, such as a female audience with strong demand for hair care appliances, and some emerging user categories, such as men grooming their beards with body shavers.
Body shavers are related to style and appearance. The category registered the fastest retail volume growth, in addition to being the second biggest category in retail volume terms within personal care appliances.
Battery toothbrush units, which was once a significant innovation, in 2018 demonstrated a sharp decline in retail volume terms and is expected to continue declining over the forecast period, thus hampering the growth of overall oral care appliances. Battery toothbrush units faces fierce competition from electric toothbrush units, due to its durability, ease of usage and greater advantages provided.
Personal care appliances is highly fragmented, with many players, and with not many changes registered in retail volume share in 2018. Philips led overall, despite losing marginal retail volume share.
Golder Electronics ranked second in personal care appliances in 2018, maintaining stable retail volume share. Its most significant performance was in hair care appliances, which is the biggest category within personal care appliances.
In 2018, private label was hardly visible within personal care appliances and recorded a sharp decline in volume sales. Consumers are rather sceptical about the quality of private label, especially for personal care appliances.
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This industry report originates from Passport, our Consumer Appliances market research database.