In 2025, the total volume of the Russian retail market for pulse oximeters (including e-commerce and the FMCG segment) reached RUB 500.9 million (at retail prices including VAT). Compared to the previous year, 2024, consumer spending increased by 8.4%, while physical sales volume showed even faster growth of 15.8% — over the past year, 573.8 thousand such devices were sold at retail. The period of 2024–2025 became a stage of gradual recovery and stabilization for the analyzed category. Earlier, in 2022, the market saw a surge in demand, as a result of which the population purchased over 1 million devices for monitoring saturation, spending more than RUB 1.2 billion. The subsequent year, 2023, was marked by a sharp decline in indicators: physical volumes then literally collapsed by 57%, and the monetary turnover in the segment fell by 65%.

In 2025, the key factor in the market's transformation was the faster development of remote sales channels. E-commerce strengthened its status as the dominant distribution channel for this product category: over 78% of all pulse oximeters in physical terms were sold through online platforms. By the end of last year, the growth rate of the online sales segment was +14% in value terms and +19% in units. Against this backdrop, traditional offline retail shows a marked slowdown in dynamics. Sales volume through traditional points of sale increased by only 2% in monetary terms and 7% in physical units, indicating a continuing shift of consumer demand to the online channel.

According to the "Retail Audit of Medical Device Sales in Russia (total sell out)" from the analytical company RNC Pharma, retail sales of the analyzed devices show seasonal peaks in December and March, as confirmed by last year's dynamics with a maximum volume in March, when 64.8 thousand units worth RUB 55.1 million were sold. This was followed by a summer decline, with the minimum demand recorded in August, when Russians purchased only 34 thousand of the corresponding devices, spending RUB 32 million. In autumn, interest in pulse oximeters began to recover and reached a level of 54.6 thousand devices worth RUB 53.9 million in December.

The analyzed product category is characterized by the dominance of unbranded products, which account for about 61% of the market in physical terms. The key driver for promoting no-name devices is marketplaces. In 2025, about 96% of the total sales volume of all unbranded devices was concentrated in the e-commerce channel. This segment also shows high dynamics: over the past year, sales of unbranded devices in ruble terms increased by 30%.

Among branded products, in terms of monetary volume, the leader in the category is the Swiss pulse oximeters B.Well from the company of the same name, holding more than 21% of the market, with brand sales growing by 18% compared to 2024. In second place rose Armed (with an 11% share), pushing the brand ChoiceMMed into third place (10% share) — notably, both brands recorded a decline in sales compared to 2024: -1% and -25%, respectively. Record growth rates in the category were recorded for the American Meditech (Medical Technology). Compared to 2024 figures, retail sales volume of this brand in monetary terms increased by 64%, while physical consumption grew by 58%.

Fig. Monthly Sales Volume of Pulse Oximeters on the Russian Retail Market (including marketplaces and the FMCG channel) for the Period from December 2024 to December 2025