According to RNC Pharma®’s “Audit of Retail Sales of Medical Devices in Russia (total sell-out)”, in January–September 2025, 2.9 million electric toothbrushes for adults and children were sold on the Russian retail market (including online sales). Consumers spent nearly RUB 5.6 billion on these devices (in retail prices, including VAT).

While value sales increased by 11.4% compared with the same period in 2024, unit sales decreased by the same proportion (–11.4%). This decline partly reflects the record-high sales achieved in 2024, as well as a notable increase in average prices. In 2023–2024, demand for electric toothbrushes grew steadily: in 2024, Russians purchased 4.8 million units (+20.5%), spending RUB 7.7 billion (+25.9%).

In Q1–Q3 2025, the category included 150 brands from 81 companies, eight of which entered the market this year — all manufactured in China.

In value terms, the market leader remains Oral-B (Procter & Gamble, USA), which accounted for 40.1% of total retail sales. The Chinese brand Xiaomi ranked second with 10.2%, though its sales dropped significantly. About 8.9% of total market value came from “no-name” (unbranded) toothbrushes actively sold on marketplaces; this segment ranked third in value and represented 22.5% of total units sold. Philips held the fourth position with 5.6% of market value.

Among the top 10 brands, seven showed value growth versus Q1–Q3 2024. The fastest growth was seen for Pecam (Pecam, China), whose sales nearly doubled in volume and rose by 96% in value. Another strong performer was Revyline (Fortuncam, China), with sales up 58% in value and 36% in units year-on-year.

Three brands posted value declines. The weakest performer was Xiaomi: its sales fell by 19% in value and by 54% in units. Interestingly, while sales of adult models dropped sharply, children’s toothbrushes under the same brand grew fourfold in value. Declines were also recorded for Longa Vita and CS Medica, both down 14% in value. However, CS Medica’s decline was limited to offline retail, as marketplace sales increased by 7% year-on-year.

Top 10 Electric Toothbrush Brands in the Russian Retail Market (including marketplaces and FMCG channel), by Value Sales, Q1–Q3 2025