Demand for electric toothbrushes has shifted to recovery, replacing last year's decline with confident growth in both physical and monetary terms. The main driver of the current changes has been the total dominance of online retail over traditional retail.

In the first seven months of 2026, the Russian retail market for electric toothbrushes (including marketplaces and the FMCG channel) demonstrated an upward consumption trend. During this period, Russians purchased 2.6 million devices for adults and children, spending a total of more than RUB 4.8 billion (at retail prices, including VAT). Compared to the same period in 2025, the ruble sales volume increased by 8.6%, with physical consumption showing similar dynamics (+9.6%). These figures mark a change in market trend following the decline observed in 2025. At that time, physical demand in the category decreased by 9% compared to 2024, totaling 4.4 million units. Nevertheless, due to a significant increase in the average price, the market's monetary volume in 2025 showed the opposite trend, growing by 10% to RUB 8.6 billion, indicating pronounced inflationary processes that likely acted as a constraining factor on consumption.

According to the "Retail Audit of Medical Device Sales in Russia (total sell out)" from the analytical company RNC Pharma, the key distribution channel for electric toothbrushes in the retail market is e-commerce, which currently accounts for more than 84% of all sales in physical terms and over 76.9% in monetary terms. The rapid scaling of the internet segment began as early as 2023–2024, when the share of e-commerce grew by 23 percentage points at once. Against this backdrop, the pharmacy sector, where this category has historically been minimally represented, has finally lost its competitiveness under pressure from marketplaces, reducing its presence in the sales structure to less than 1% in the first seven months of 2026. In January–July of this year, consumers purchased a total of about 2.2 million devices on marketplaces, more than five times the figures of traditional offline retail, which amounted to 412 thousand units. At the same time, the online segment recorded a simultaneous increase in demand of 8% in monetary terms and 12% in units. Meanwhile, traditional retail showed pronounced stagnation in physical consumption volumes (-0.3%), which was, however, accompanied by a 12% growth in ruble turnover, indicating a faster increase in the average price in offline outlets.

The market assortment of the analyzed category continues to show upward dynamics: in the first seven months of this year, 150 brands from 80 corporations were recorded in the sales structure, and the total number of SKUs exceeded 1,000 items. A notable trend has been the growing popularity of unbranded products, which accounted for about 27% of devices sold in physical terms, almost 5 percentage points higher than last year's figures. However, due to the significantly lower price, this segment holds only third place in monetary terms with a 7.9% share. The leader in financial revenue remains the American brand Oral-B, accounting for approximately 39% of all consumer spending. In second place this period rose the premium line Bork, which made a significant leap from sixth place thanks to 3.5-fold year-on-year growth in physical sales. Fourth place is stably held by the domestic brand Revyline (Fortunkam), whose indicators increased by 59% in rubles and 68% in packages.

Most key market players have faced negative dynamics, confirmed by an overall decline in value volumes for six brands in the TOP-10. The Chinese brand Xiaomi lost three positions and dropped to fifth place with a 7.5% ruble share, showing a 17% decline in monetary terms and 30% in units. The Dutch brand Philips shifted to sixth place, accounting for 3.9% of the market's ruble volume during the reporting period. A negative trend also affected Aquavex products, whose monetary revenue decreased by 17%. In addition, the brand CS Medica dropped out of the top leading brands, showing a 12% decline in sales compared to the same period last year.

Fig. Dynamics of Electric Toothbrush Sales Volume on the Russian Retail Market (including marketplaces and the FMCG channel) in Monetary Terms (retail prices, including VAT) by Online/Offline, in 2022–2025 and January–July 2026, RUB billion