In the first half of 2026, total sales of breast pumps on the Russian retail market (including marketplaces and the FMCG segment) exceeded 379.9 thousand units, which in monetary terms amounted to RUB 755.4 million (at retail prices, including VAT). Compared to the same period in 2025, sales increased by 19.4% in monetary terms; notably, physical consumption remained almost unchanged (+1.1%). These figures confirm the slowdown in market growth that began last year: in 2025, compared to the previous year, sales growth was recorded at 8.9% in monetary terms and 2.9% in units.

During the reporting period, the trend of the expanding role of the e-commerce segment continues, while at the same time, a decline in sales volume in traditional retail is observed. In the first six months of this year, online platforms accounted for more than 75% of total physical sales and approximately 73% of total ruble revenue in the category. Sales dynamics on online platforms compared to Q1–Q2 2025 were recorded at +31% in rubles and +5% in physical units. At the same time, offline sales declined significantly, with the deepest decline in demand and revenue noted in the pharmacy sector, where sales fell by 14% in both monetary and physical terms. In January–June 2026, the pharmacy share fell to a minimum value in the revenue structure, accounting for only 10% in rubles. In a five-year retrospective, the position of pharmacy retail has weakened by more than 2.5 times, as in 2022 pharmacies accounted for more than 26% of all consumer spending on breast pumps. Meanwhile, the FMCG segment, despite pressure from e-commerce, holds a 15.6% share of the value volume; moreover, consumer spending here even slightly increased compared to Q1–Q2 2025 (+2%), but physical demand for devices in the segment decreased by 5%.

An important structural feature of the analyzed category remains the high share of unbranded products, which account for approximately 39% of the total physical market volume. Notably, sales of such devices are almost entirely concentrated in online sales channels. At the same time, in the first half of 2026, the no-name segment showed divergent dynamics: physical consumption decreased by 4% in physical terms compared to the same period last year, while consumer spending on these products increased by 23% at the same time. Against this backdrop, branded device manufacturers showed a steady strengthening of positions. Total sales of branded devices increased by 4% in physical terms and 18% in monetary terms. It is also worth noting that branded devices are on average 50% more expensive than unbranded counterparts. During the analyzed period, the average price per consumer package of a branded breast pump exceeded RUB 2.2 thousand, while the cost of no-name models was about RUB 1.5 thousand per unit.

During the reporting period, 63 brands of branded devices from 50 manufacturers were represented in retail. Leadership in monetary terms is held by Philips, with a 15.1% market share. The corporation represents the device under the Avent brand in retail. At the same time, during the analyzed period, the brand's positions weakened: demand for the brand decreased by 14% in rubles and 2% in packages. Second and third places in the ranking are occupied by Chinese companies Qixi Jinfu with the brand Sisbro (12.9% ruble share) and Guangdong Oversys — brand Babygou (6.9%). It is worth noting a decline in physical sales of both brands, while Sisbro products show positive ruble dynamics of +13.3%. Fourth place during the reporting period was taken by the breast pump Mamkozi with a 4.9% share, which appeared on the Russian market in 2023. The brand is manufactured in China by Shenzhen Lutechagen. Interestingly, sales of the product increased 94-fold over the year. Another example of impressive sales growth among the top ten products is the electric device Paomma, introduced last year by the Russian company Artial (the trademark holder); however, production of the device is also carried out in China. The low base effect allowed the brand to move from single sales in 2025 (7 units) to sales of over 8 thousand devices in the first half of 2026.

Fig. Structure of the Russian Retail Breast Pump Market by Distribution Channel in Value Terms, % RUB