In 2022, the main factor affecting the shaving goods market in Russia was the announcement of the departure of a number of foreign brands from the country due to the aggravation of the geopolitical situation, as well as a reduction in production, import and investment in Russian factories of international companies that own factories in Russia for the production of men's cosmetics and machine tools, the most growing segment turned out to be the shaving machines segment (growth by 36.7%), followed by shaving kits (growth by 35.1%), followed by the cassettes segment (growth by 25.2%).
Another negative factor was the collapse of the ruble in March 2022, although the ruble regained its position by the end of 2022, the spring collapse, together with the departure of a number of Western companies, contributed to price growth in almost all market segments: on average, prices increased by 16.4% in 2022. Nevertheless, in 2022, sales of shaving accessories showed an increase: in ruble terms + 48.5%, in pieces + 27.6%.
In Russia, a large segment of the shaving products market is the market of machine tools and cassettes, which accounts for almost 2/3 of sales in ruble terms and slightly more than half of sales in pieces.
In 2022, in ruble terms, the highest sales growth rates were shown by cassettes, sales of which increased by 50.7%, shaving machines also showed dynamic sales (an increase of 49.5%), sales of shaving cosmetics increased by 48.4%, shaving kits – by 46.2%, after shaving – by 37.7%.
The dynamics of sales of shaving products in pieces in 2022 was slightly different: the segment of shaving machines turned out to be the most growing (an increase of 36.7%), followed by shaving kits (an increase of 35.1%), then cassettes (an increase of 25.2%), shaving cosmetics (an increase of 21.8%) and after shaving (an increase of 21.6%). The largest price increase was observed in the shaving cosmetics segment (an increase of 21.9%), then in the cassette segment (an increase of 20.4%), followed by an increase in aftershave products (13.3%), prices for shaving machines increased slightly less (an increase of 9.4%, which turned out to be lower than the official inflation rate in the Russian Federation) and analysts noted slow growth in the segment of shaving kits (an increase of only 8.4%).
The most recognizable brands on the Russian shaving goods market in 2022 were Gillette, NIVEA, ARKO, BIC and the Auchan chain's own brand "Every Day", which is gaining popularity.
To the share of the world-famous Gillette brand (Procter & Gamble) in 2022 accounted for the maximum share of sales in rubles (4.32 billion rubles), amounting to 47.8%, although compared to 2021 it decreased by 6.3 percentage points.
The share of German NIVEA accounted for 14.6% of the volume of ruble sales (1.32 billion rubles), although the market share decreased by 1.4 pp over the year. Turkish ARKO products accounted for 5.3% of ruble sales, American BIC – 3%, and sales of STM "Every Day" accounted for 1.1% of the market. All of them increased their market shares by 0.5-1.7 pp in 2022. Other brands accounted for 28.2% of ruble sales, which is 4.8 pp more than in 2021. The highest growth rates of sales in rubles were shown by sales of ARKO (+120%) and STM "Every day" (+271%); BIC sales increased by 74% over the year, NIVEA sales by 35.2%, Gillette sales increased by 31.4%. Sales of other brands increased by 79.3% over the year.
Sales in units showed a slightly different dynamics. The maximum share of sales in natural units falls on other brands, except for the above-mentioned (36.1%, which is 6.8 pp more than in 2021). Among individual brands, Gillette was still the leader, whose sales in units accounted for 27.5% of sales (7.42 million units), while its share decreased by 7.6 pp over the year. NIVEA accounted for 16.9% of sales, ARKO - 11.1% of the market, BIC – 4.6% and sales of the private label "Every Day" - 3.8% of the market. With the exception of NIVEA, which reduced its market share by 4.2 pp, the rest of these companies also increased their market shares by 0.4-2.5 pp in 2022.
The highest sales growth in units was shown by sales of the ARKO brand (+65.3%) and the private label "Every Day" (+171%); sales of other brands increased by 57.1% over the year, sales of BIC – by 39.9%, but sales of NIVEA and Gillette in units increased, respectively, by only 2.5% and 0.1%. It is worth noting that prices for other, less popular brands grew at a slower pace in 2022, the average price increase was 14.1%, all other brands rose in price by 24-37% over the year.
