其他服務業Business News

In the first half of 2024, 22.4 million pieces of small household appliances (MBT) were bought online in Russia, which is 28% more than in January – June 2023, according to statistics from the analytical company Gfk (available to Vedomosti). According to the IT distributor Marvel Distribution (both online and offline sales channels are taken into account), total sales are significantly higher: a total of 33.15 million devices were purchased, which is 16% more than a year earlier. The trend towards the growth of the segment was also confirmed in the online store "Kholodilnik.ru" and marketplaces.

In monetary terms, online retailers sold a third (32%) more small household appliances in the first six months of 2024 compared to the first half of 2023 - almost 97 billion rubles, according to Gfk statistics. According to Marvel Distribution, a total of 114 billion rubles worth of small household electronic appliances were sold, which is a quarter (24%) more than a year earlier.

In general, the category of small household appliances according to the results of 32 weeks (January – July) 2024 is growing year-on-year by 27.5% in rubles and 16.5% in pieces, the commercial director of  Kholodilnik.ru  Alexey Pogudalov. The average price of a unit of goods is growing by 9.5%, which is the highest among all categories of electronics, he stressed.

According to the analytical center "Check Index" of the company "Platform OFD" (the largest operator of fiscal data in the country, accepts 60 million cash receipts daily from more than 1.1 million online cash registers in Russia), the average receipt for vacuum cleaners in the first half of 2024 was 11% higher than in the same period a year earlier, and amounted to 19,017 rubles. For slow cookers, the average check is 8,210 rubles, 14% higher than a year ago. For microwaves, the average bill increased by 11% to 7,896 rubles. A toaster could be purchased this year for 2,641 rubles. – And this is 11% higher than a year ago, according to the statistics of the "Check index".

SALES of SMALL HOUSEHOLD APPLIANCES in the FIRST HALF of 2023 and 2024 in millions of pieces. Source: GFK  

Group of products	1st half of 2023	1st half of 2024	Difference in %
Vacuum cleaners	2,57	3,1	17
Kitchen appliances	1,9	2,4	21
Stylers	1,58	2,2	28
Fans	1,12	1,7	34
Irons	0,72	1,2	40
Razors	0,66	1,0	34
Slow cookers	0,24	0,33	29
Juicers	0,11	0,16	31

According to GFK statistics, the most noticeable growth in unit terms online was observed in the categories of irons (+40% to 1.2 million units), razors and hair dryers (34% each to 1 million and 1.7 million units. accordingly), juicers (+31% to 161,000 pcs.), slow cookers (+29% to 334,000 pcs.), stylers (+28% to 2.2 million pcs.), kitchen utensils – mixers, blenders, food processors, etc. (+21% to 2.4 million pcs.), as well as vacuum cleaners (+17% to 3.1 million units). The most popular brands in these categories, according to Gfk, are Polaris (Russia), Derma (China), Vitek (Russia).

According to Marvel Distribution, sales of vacuum cleaners increased the most in monetary terms in the first half of the year - by 23% to 52.1 billion rubles. This is followed by juicers and microwaves. But from the calculations, "Kholodilnik.ru" it follows that the maximum growth (over 40%) in money is shown by hair dryers, stylers, coffee machines, steamers and air purifiers/humidifiers. Sales figures for meat grinders, kettles, clippers and kitchen appliances grew the least (12-17%), according to the statistics of the online store. Sales of equipment also grew on marketplaces, representatives of Wildberries and Yandex Market said.

The higher level of sales of small household electronic appliances compared to large household appliances is due to an increase in the welfare of the population, a change in consumer behavior towards increased demand for non-essential goods, an increase in the number of offers and new manufacturers on the market, lists Olga Polonovskaya, head of Accessories at the diHouse distributor. In addition, the boom in the mortgage lending market contributed to the growth of small household electronic appliances sales, as the growth in apartment sales pulled the home appliance market along with it, she says. With the end of the boom, the demand for Large Household electric appliances slowed down a bit, unlike Small household appliances, Polonovskaya drew attention.

The growing interest in the purchase of Small household appliances is associated with an increase in real incomes of the population, which gives consumers the opportunity to buy those types of equipment that they previously used to a limited extent, says Mikhail Burmistrov, CEO of Infoline Analytics. "Housing prices and cars are growing at a faster pace, and in the face of rising interest rates on loans, Russians are forced to refuse to purchase them. At the same time, growing incomes make it possible to purchase small household appliances, which for most Russians are one of the attributes of improving the quality of life," he said. An additional driver of sales of small household appliances was the expansion of the offer of financial services and products by market participants (major retailers and marketplaces), primarily installments, payment in shares, etc., Burmistrov added.  

Source: https://www.vedomosti.ru/business/articles/2024/08/20/1056696-onlain-prodazhi-melkoi-bitovoi-tehniki-virosli?from=read_also=2