Having surged by more than a third during 2020, the rate of growth in retail current value sales of personal care appliances will slow significantly but remain robust during 2021. Body shavers and hair care appliances account for the bulk of retail current value sales of personal care appliances in Russia.
Retail current value sales of oral care appliances continued to exhibit a very high rate of growth in 2021. Electric toothbrush units dominate retail current value sales of oral care appliances, with demand supported by a sharp decline in unit pricing during 2020.
During 2021, Philips overtook SEB Groupe to become the leading player in personal care appliances in terms of retail volume sales. Philips was the leading player in body shavers, as well as ranking second in oral care appliances and sixth in hair care appliances.
The rate of growth in retail current value sales of personal care appliances will continue to slow for much of the forecast period but remain in double digits across the forecast period as a whole. Demand growth for hair care appliances and body shavers will slow significantly as hair and beauty salons begin to operate normally again and the threat posed by COVID-19 fades somewhat.
Oral care appliances will be the top performer in personal care appliances during the forecast period as a whole, with ongoing consumer interest in dental health and personal appearance the main drivers of this. Marketing efforts for electric toothbrush units will continue to focus on convincing local consumers of their advantages vis-à-vis manual tooth brushing.
E-commerce became the leading distribution channel for personal care appliances in 2020, and it lost only marginal retail volume share in 2021. With non-essential retail outlets closed for an extended period during 2020, Russians shopped online in growing numbers.
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Understand the latest market trends and future growth opportunities for the Personal Care Appliances industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.See All of Our Definitions
This report originates from Passport, our Personal Care Appliances research and analysis database.
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