In the first half of 2025, the leading brand by units sold in the large home appliance segment was the Chinese company Haier (5.7%). Next came the Russian brand Weissgauff (3.6%), followed by China’s Xiaomi and Slovenia’s Gorenje (both at 3.2%), according to M.Video-Eldorado. The combined share of retailers’ private labels and exclusive brands (such as Hi, Eigen, and Carrera) was 8.8%.
In value terms, Haier also leads (13.5%), followed by Gorenje (6.2%), LG (4.3%), and Weissgauff and Indesit (each at 4.2%; Indesit in Russia is owned by Turkey’s Arçelik). Private labels and exclusive brands account for 8.3% of the market. According to Eldar Murtazin of Mobile Research Group, retailers are focusing on developing their own brands, which boosts their growth.
Weissgauff is showing the fastest growth among Russian brands.
Average prices for home appliances have risen by more than 20% over the past year and a half, and prices for products imported via parallel imports have increased even more. As a result, Russians are increasingly choosing based on features rather than brand.
Denis Kuskov (Telecomdaily) notes that Russian appliances generally lag behind Chinese ones in terms of functionality, but often cost as much or even more. This, in his opinion, is one reason for the popularity of Chinese brands as alternatives to departed international brands. At the same time, domestic manufacturers are also raising prices in order to maintain their market share by value as unit sales decline.
In more complex appliances, such as refrigerators, Russian brands remain weak: here, consumers are willing to pay more for higher quality. In the washing machine and dishwasher segment, Russian brands are more prominent; last year, half of online sales in this segment went to Kuppersberg and Weissgauff, although consumers often perceive them as German brands due to their positioning, while most of their products are actually made in China.
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In value terms, Haier also leads (13.5%), followed by Gorenje (6.2%), LG (4.3%), and Weissgauff and Indesit (each at 4.2%; Indesit in Russia is owned by Turkey’s Arçelik). Private labels and exclusive brands account for 8.3% of the market. According to Eldar Murtazin of Mobile Research Group, retailers are focusing on developing their own brands, which boosts their growth.
Weissgauff is showing the fastest growth among Russian brands.
Average prices for home appliances have risen by more than 20% over the past year and a half, and prices for products imported via parallel imports have increased even more. As a result, Russians are increasingly choosing based on features rather than brand.
Denis Kuskov (Telecomdaily) notes that Russian appliances generally lag behind Chinese ones in terms of functionality, but often cost as much or even more. This, in his opinion, is one reason for the popularity of Chinese brands as alternatives to departed international brands. At the same time, domestic manufacturers are also raising prices in order to maintain their market share by value as unit sales decline.
In more complex appliances, such as refrigerators, Russian brands remain weak: here, consumers are willing to pay more for higher quality. In the washing machine and dishwasher segment, Russian brands are more prominent; last year, half of online sales in this segment went to Kuppersberg and Weissgauff, although consumers often perceive them as German brands due to their positioning, while most of their products are actually made in China.
Source