The Russian retail market for oral irrigators (including marketplaces and the FMCG channel) is showing a pronounced shift in price trends: physical demand continues to grow against the backdrop of declining monetary indicators. In the first four months of 2026, sales of these devices reached 1.1 million units, which is 13% higher than in the same period last year. At the same time, the monetary sales volume in the category decreased by 2.9%, amounting to RUB 2.21 billion (at retail prices including VAT). This dynamic contrasts sharply with the results of previous years. For the full year 2025, approximately 3 million irrigators were sold in Russia for a total of RUB 6.7 billion, with both indicators showing confident growth: +16.6% in units and +13.2% in rubles. However, a slowdown in revenue growth was already evident then; for comparison, in 2024, ruble volume growth was recorded at +18.6%, and a year earlier it was +31.1%.

The decline in monetary sales at the beginning of 2026, alongside the growth in physical demand, may be associated with changes in the pricing policies of key brands. This trend is observed for almost all brands in the top ten, except for premium Bork irrigators. On average, one device in the category in January–April of this year cost just over RUB 2,000, which is 14% less than in the same period last year.

The price level is greatly influenced by the large-scale expansion of this product category's presence on marketplaces, where brands regularly participate in sales, and high competition on the platforms forces sellers to minimize trade margins. In January–April of this year, almost 90% of the entire physical volume of home dental irrigation systems is already sold through the e-com segment. The share of online sales has increased significantly in recent years; for comparison, in 2022 it was 72.5%, and in the first four months of this year it reached 83%. Compared to January–April 2025, sales dynamics in the e-com segment were recorded at +14% in packages, but the monetary volume remained almost unchanged. Meanwhile, in traditional retail outlets, growth is observed only in physical volume (+2.6%), while ruble sales decreased by 15.1%. The largest decline compared to January–April 2025 was shown by the pharmacy channel, in both monetary and physical terms. Over the year, sales here fell by 24.6% in rubles and 20.5% in packages. The share of traditional pharmacies in the structure of irrigator sales decreases each year; based on the results of the analyzed period, pharmacies accounted for less than 2% of the physical volume and 3% of the monetary volume of the market.

It is worth noting that about 38% (in packages) of all irrigators sold in our country since the beginning of the year are unbranded. The monetary share of such devices in retail during the analyzed period was over 18%. Physical demand for such products increased by 23.5% over the year, with sales stagnating in rubles (-0.5%). In January–April of this year, among branded models, Revyline from the Chinese company BFT Electrical Appliances maintained its leadership with an 18.4% share of the value market. The brand showed growth of +2.7% in monetary terms and +9.2% in packages. In second place remains the Swiss brand B.Well with a 13.4% market share in monetary terms — here, divergent dynamics are recorded: -2.1% in rubles and +20.5% in packages. Third place is retained by Chinese Xiaomi (10.4% share), which also shows a decline in ruble sales (-0.3%) and growth in physical units (+25.6%).

Fig. Dynamics of Irrigator Sales Volume on the Russian Retail Market in Monetary Terms (retail prices, including VAT) by Distribution Channel, in 2022–2025 and January–April 2026, RUB billion