In 2025, over 2.99 million units of oral irrigators were sold on the Russian retail market (including marketplaces and the FMCG segment), amounting to more than RUB 6.64 billion (at retail prices, including VAT). Demand showed active growth, with the monetary sales volume increasing by 12.3% compared to 2024, and physical consumption rising by 15.9%. In recent years, the category's dynamics have been entirely dependent on the e-com segment, which accounts for over 81% of the monetary value. Sales growth in the online channel compared to 2024 was recorded at +19% in packages and +17% in rubles. Meanwhile, traditional retail is losing ground—over the year, sales fell by 4% in both ruble and physical terms. The decline was primarily recorded in sales through the pharmacy segment, where sales dropped by almost 20% in physical terms. However, the FMCG channel remained stable, with sales even increasing slightly (+1.6% in packages compared to 2024).

The oral irrigator market exhibits a classic cycle of seasonal fluctuations. After the summer lull, when sales drop to minimum levels, demand for these devices steadily increases starting in October, reaching a peak in December. This is likely driven by aggressive marketing and pre-New Year price reductions stimulating consumer interest. Over the past two years, a noticeable surge in sales has also been recorded in March. Based on the results of 2023, active sales were also observed in February, indirectly indicating that oral irrigators are a fairly popular gift choice among Russians. In December 2025, 425,000 units of irrigators were sold for over RUB 939 million, while in November about 279,000 units were purchased, with total expenditures around RUB 559 million. In March 2025, demand indicators were noticeably more modest, with 264,000 packages sold for RUB 636 million.

During the reporting period, the market comprised 170 trademarks from 71 companies. In 2025, the market was joined by another 30 brands, almost all of which are of Chinese origin. It is noteworthy that about 20% (in rubles) of all irrigators sold in our country since the beginning of the year are unbranded, with the physical share of such products approaching 38%. Among brands, the market leader for oral irrigators is the Chinese device Revyline from the company BFT Electrical Appliances. In 2025, the product moved up two spots, capturing a 12.4% share of the value market. The brand demonstrated growth dynamics of +29% in money and +25% in packages. Second place in the category is held by B.Well (11.3% in rubles), but the company's sales fell significantly over the year (-9% in rubles and -13% in units). Rounding out the top three is Xiaomi with a 10.1% share; here, ruble sales decreased by 3%, and physical sales by 2%. Among the top-selling devices in terms of overall volume, the brands Health Buddy (+86% in rubles) and CS Medica (+55%) boasted the maximum growth dynamics in 2025.

Fig. Monthly Dynamics of Oral Irrigator Sales Volume on the Russian Retail Market in Physical Terms in 2023–2025, thousand units