2023:43% sales growth to 30.6 million headphones
In 2023, 30.6 million headphones of all types were sold in Russia, which is 43% more than a year earlier. In money, the market volume grew by 23% and reached 62 billion rubles. Such data were published in MTS on February 1, 2024.
The statistics given relate to the sales of headphones not only in MTS retail - we are talking about the volume of the entire market in the Russian Federation. The greatest demand is for TWS devices (headphones that are not connected by wire to either a smartphone or each other). Their share in sales at the end of 2023 reached 58% in pieces and 72% in money. In total, from January to December 2023, almost 18 million "inserts" were sold in Russia in the amount of 44.7 billion rubles. Compared to 2022, the volume of this segment increased by 56% in pieces and by 17% in money.
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MTS analysts note that the growing popularity of TWS solutions is associated with the form factor that attracts buyers, and with affordability. Over the past year, their average price has decreased by 25% to 2.5 thousand rubles, while the cost of standard headphones has increased by 10% to 1.4 thousand rubles.
The most popular devices in the TWS segment were unbranded headphones, mainly presented by new Chinese manufacturers. Over the past year, their share has grown by 17 percentage points to 46%. This is followed by the Xiaomi brand, whose share decreased from 9% in 2022 to 7% in 2023. Apple closes the top three with a share of 5% (8% in 2022).
According to Marvel Distribution, the Russian headphone market for 2023 grew by 41% in pieces and by 21% in money. During the specified 12-month period, 31 million pairs of headphones were sold for a total of 65.6 billion rubles. A year earlier, these figures were noticeably lower: 22 million in pieces and 54.4 billion rubles in money. The main driver of growth was the decrease in the average price of headphones due to the gushing flow of inexpensive brands from China, as well as "fake" products imitating products of well-known brands, noted in Marvel Distribution[1]
2022: In the first half of the year, wireless TWS for the first time occupied half of the Russian headphone market
The group M of Video El Dorado on July 13, 2022 shared Russian its assessment of the wireless headphone market for the first six months of 2022. The demand for such accessories increased by 10% by 2021, to about 5.7 million units, which amounted to about 60% of the total number of headphones sold (against 52% a year earlier), with a decrease in the average check by 13%, to 3.8 thousand. rubles The share of fully wireless True Wireless Stereo (TWS) in-ear headphones approached half of the total market. In unit sales, Dorado bluetooth M.Vido--nushniki took 70%, only TWS - about 60%.
Wireless headphones continue to gain popularity due to the form factor of in-channel TWS models, the choice of which is becoming wider, including in the lower and middle price ranges, while the quality, autonomy and functionality of devices are growing. At the end of January-June 2022, almost every second pair purchased by Russians among all types of headphones turned out to be TWS.
The demand for wireless accessories increased in the second quarter, their sales increased by 25% in units, to more than 2.8 million units. As in the average year, the majority of sales fell on TWS models, the average check for which by the same period in 2021 decreased by almost 15%, to 3.4 thousand rubles.
The most popular manufacturer in the TWS segment was Xiaomi, ahead of JBL and Apple. They began to pay attention more often to other Chinese companies to build an ecosystem from different devices of the same brand (Honor, Huawei, realme, etc.). In total, they accounted for about 27% of unit sales.
2021: Demand for True Wireless models up 80% in pieces
On January 12, 2022, M of Video El Dorado the Russian the company in the field e-commerce and retail trade electronics , announced household appliances that it had analyzed the preferences of buyers electronic engineers in 2021 and highlighted key consumer trends in the Russian market.
According to the company, the demand for wireless headphones is growing, the share of wireless headphones for the first time exceeded half. More than a third of the total volume was occupied by True Wireless models (demand grew by about 80% in pieces). Read more here.
2020
Sales of wireless headphones in Russia increased by 45% in pieces and 42% in money
On January 29, 2021, the M.Video-Eldorado Group (PJSC M.video), a Russian retail company for retail electronics and household appliances, analyzed the development of the Russian headphone market in 2020. Sales of wireless models increased by 45% in pieces and 42% in money, to a record 8.5 million pairs and 36 billion rubles. Their share in quantitative terms exceeded 40%, of which a quarter fell on True Wireless Stereo headphones. In unit sales of M.Video-Eldorado, bluetooth headphones occupied more than 60%. Over the past five years, the demand for headphones connected to a sound source via bluetooth has grown by about 20.5 times.
Wireless headphones are rapidly replacing wired accessories for users, their relevance has increased especially during the pandemic due to the increase in the consumption of audio and video content, including the transfer of work meetings and training to a remote format. The main point of growth of the category is completely autonomous and wireless models (True Wireless Stereo). In 2020, the demand for such in-ear headphones increased 2.6 times, and the cash volume from sales increased by about 90%. The share of TWS headphones in pieces exceeded a quarter, and in money for the first time amounted to half of sales and reached 60% of the Russian market.
According to analysts, with the development of technologies in fully wireless models, the quality of the reproduced sound improves, autonomy increases, an active noise cancellation system, touch control are massively introduced, and a quick launch of the voice assistant appears. The average price of True Wireless Stereo over the past year has decreased by 24% to 5.7 thousand rubles.
 | "Separate TWS headphones provide more complete freedom of movement, are convenient for playing sports and using as a headset, solve the problem with tangled wires and become a profitable investment due to the service life of 2-3 years. We expect that in the new year the penetration of True Wireless Stereo headphones will continue, and their market share will exceed a third of all unit sales, "said Vadim Eremin, head of the Gadgets and Innovations department at M.Video-Eldorado group. |  |
The three most popular manufacturers of all bluetooth headphones include JBL, Xiaomi and Apple. In monetary terms, Apple remains the leader. The five best-selling wireless headphones in Russia by the end of 2020 included four True Wireless models: Apple AirPods (2nd generation), Xiaomi Redmi AirDots (TWSEJ04LS), Apple AirPods Pro and Xiaomi Redmi Airdots, the fifth place was taken by JBL T110BT. Among all types of headphones in the top 5 were wired JBL C100SI and JBL T-110, TWS Apple AirPods (2nd generation) and Xiaomi Redmi AirDots (TWSEJ04LS), as well as wired JBL Tune 210.
M.Video-Eldorado: sales growth by 56% in units and 53% in money for eight months
On September 23, 2020, the M.Video-Eldorado group announced the results of the development of the headphone market for eight months of 2020. Models with a bluetooth connection remain the driver of the segment, the demand for which increased by 56% in pieces and 53% in money. Their share in quantitative terms reached 40%, in unit sales of M.Video-Eldorado Group bluetooth headphones took 60%.
Headphones connected to a sound source via bluetooth are increasingly replacing wired accessories for users. The share of wireless models reached 40% in unit sales and 80% of the money volume of the Russian market, which is almost four times more in pieces and twice in money than in the same period of 2018.
The key point of growth in the segment remains the growing availability and expansion of the range of autonomous TWS (true wireless stereo) headphones, the demand for which has tripled in units and twice in money over the year. True Wireless Stereo includes in-ear headphones that are not interconnected by a headband or wire, for example, Apple AirPods or Samsung Galaxy Buds.
Every fourth pair of headphones in Russia and more than 60% of the market in money was sold completely wirelessly, which is about 3 million pieces and 16.7 billion rubles, a year ago the TWS model accounted for less than 10% of sales in physical terms and 50% in money. In M.Video, the segment's share reached 30% in units and about 80% in money.
{{quote 'We're seeing a boom in customer interest in TWS headphones. Customers appreciated the convenience, versatility and design of this form factor and are ready to invest in a product that is convenient for daily use. At a price, this accessory has moved to the affordable segment, the average cost of TWS headphones for the year decreased by 30% to 5.6 thousand rubles, "notes Vadim Eremin, head of the Gadgets and Innovations department at M.Video-Eldorado Group. }}
The three most popular manufacturers of all bluetooth headphones include JBL, Xiaomi and Apple. In monetary terms, Apple remains the leader. The best-selling bluetooth models are the inexpensive Xiaomi Redmi AirDots (TWSEJ04LS), Apple AirPods (2nd generation), JBL T110BT, Apple AirPods Pro and Xiaomi AirDots Youth Edition. At the same time, the most popular headphones on the market were wired in-ear JBL C100SI.
Svyaznoy: in the first half of the year, Russians purchased 10 million headphones for a total of 21.2 billion rubles
On July 23, 2020, Svyaznoy summed up the development of the Russian headphone market in the first six months of 2020. The key growth driver continues to be the redistribution of demand in favor of Bluetooth solutions, which occupy 73% of the market in money.
From January to June, 10 million headphones were sold on the Russian market for a total of 21.2 billion rubles, which is 2% more in physical terms and 30% more in monetary terms compared to 2019. The average price of headphones increased by 28% and amounted to 2 thousand rubles. The most popular among Russians were devices from the JBL brand.
Bluetooth headphones showed high dynamics, sales of which increased by 52% in pieces and in money compared to the same period in 2019. In total, 3.7 million devices were sold on the Russian headphone market for a total of 15.5 billion rubles. Apple AirPods remain the most popular in this segment. The average price of Bluetooth headphones in the first half of the year was 4.1 thousand rubles, which corresponds to the level of the first half of 2019.
Brand TOP-3 (by sales quantity):
1) JBL – 22,8%
Brand TOP-3 (by sales amount):
1) Apple – 43,4%
2) JBL – 13,7%
| | Functionality and design of devices are important for the consumer, so it is understandable to redistribute demand towards wireless models. In the first half of the year, we saw the transition of leading brands to Bluetooth 5.0 technology, which is becoming more affordable. This technology gives devices improved communication quality, faster data transfer rates, and increased battery life. Also in 2020, there was an increase in Chinese brands on the Russian market. First of all, we are talking about Xiaomi, which has become recognizable due to competitive models and the low price of wireless headphones. In the second half of the year, we expect headphones that will replace the current lineup of leading brands, as well as a decrease in cost for popular models due to high competition in the market, - comments Mikhail Dogadin, vice president for procurement and development of Svyaznoy. | |
2019
M.Video-Eldorado: Russians purchased 21 million pairs of headphones in the amount of 36.3 billion rubles.
On March 13, 2020, the company "" M of Video El Dorado announced the results of the development of the headphone market (excluding game models) for 2019. Sales of accessories increased by 9% in pieces and 54% in money to 21 million pairs in the amount of 36.3 billion rubles. The average check grew 42% to 1,750 rubles, which was influenced by the popularity of wireless headphones. The demand for TWS (True Wireless Stereo) models in pieces has grown 3.5 times, for sports headphones 2.5 times. Bluetooth Russia Approximately every fourth pair is sold with a connection through in, in the Group "-" M.VideoDorado their share turned out to be higher than market indicators - 45%.
According to the M.Video-Eldorado Group, in 2019, Russians purchased 21 million pairs of headphones in the amount of 36.3 billion rubles, which is 9% more in quantitative terms and 54% more in monetary terms. The category of personal audio is being developed due to the popularity of models connected to a sound source via bluetooth. In 2019, the total share of wireless accessories in pieces almost doubled to 28%, and in money exceeded 70%. In-channel wireless models were bought twice as often, and full-size models - by 40% compared to 2018. The top 5 most popular manufacturers of all bluetooth headphones include JBL, Apple Xiaomi, Sony and Honor. The leaders account for more than 60% of all devices sold. In monetary terms, Apple is the leader.
| | Wired headphones are becoming irrelevant, and consumers are increasingly opting for fully wireless models. The benefits of the TWS form factor are compactness, autonomy, design, convenience, as well as versatility - you can listen to music, talk, watch videos, exercise, while a magnetic storage case with headphones will fit in your pocket and eliminate the problem with tangled wires. In addition to expanding the range and availability, the growing popularity of this type of accessory is influenced by the abandonment of smartphone manufacturers from standard 3.5 mm audio connectors. TWS headphones are one of the most desirable gifts, during the holidays they are in high demand at M.Video and Eldorado, notes the head of the department "Gadgets and Innovations" in the Group "M.Video-Eldorado" Vadim Eremin
| |
In money, TWS headphones account for half of the market
TWS headphones are gaining mass popularity, which have brought the user experience to a different level. In 2019, the demand for autonomous accessories increased 3.5 times in pieces and in money. The best-selling model is Xiaomi Redmi AirDots (TWSEJ04LS) from the budget price segment. The market share of such wireless models increased to 10% in quantitative terms, and in monetary terms it is already 49% (+ 20 pp year-on-year). In M.Video, the share of the True Wireless Stereo segment reached 15% in pieces and 50% in money.
The average cost of TWS headphones in comparison with 2018 decreased by a third to 7.5 thousand rubles. The spread of technology allows you to make this type of accessory more affordable, and manufacturers to expand the range. At the same time, the category is developed: the battery life increases, the quality of the reproduced sound improves, the choice of models with active noise cancellation expands, variability appears in the color, size and shape of headphones (inserts or plug-in). Customers can choose an accessory based on their budget and everyday use scenarios.
The share of wireless headphones in Russia reached 30% (about 6.3 million pairs)
On January 22, 2020, the company M of Video El Dorado"" announced that it analyzed the demand for wireless devices - smartphones with wireless charging, wireless headphones, speakers, chargers sales and wearables, which reached 240 billion at the rubles end of 2019.
According to the company, 30% of headphones (about 6.3 million pairs) are already sold with a wireless connection in Russia, the share in money has reached about 75% of the market (more than 27 billion rubles). In M.Video-Eldorado Group, the demand for headphones in units grew faster than the market and added 11% in units, in monetary terms increased at a similar pace to the market. The headphone segment for 2019 increased in quantitative terms by 8% and in monetary terms by 55% due to the growing popularity of models with a connection to a sound source via bluetooth, mainly autonomous True Wireless and accessories for comfortable sports. Fully wireless TWS headphones have become more popular in four, they are becoming more affordable thanks to the expansion of the range. The development of the bluetooth segment is influenced by the partial rejection of smartphone manufacturers from standard headphone jacks. Read more here.
Bluetooth headphone sales overtake traditional wired format for the first time
On May 15, 2019, M.Video-Eldorado Group announced the results of the development of the Russian headphone market for the first quarter of 2019. The Russians purchased 4.7 million headphones for a total amount of about 7 billion rubles, which exceeded the 2018 figures by almost 6% in pieces and 60% in money. For the first time, Bluetooth headphones overtook wired models in sales - they account for 65% of the Russian headphone market in monetary terms (a year ago they occupied only 40%).
The highest dynamics were demonstrated by True Wireless headphones, the popularity of which has grown 4.5 times. The most popular in this segment remain Apple AirPods, which showed quadruple growth. Wired headphones account for 77% of all unit sales, but their share is declining in favor of models with wireless technology, which have already taken about 65% of the market in money.
The average cost of headphones for the year increased by 50% and amounted to almost 1.5 thousand rubles, which is due to the growing popularity of models from the upper price segment. The top 5 brands of headphones in monetary terms include Apple, JBL, Sony, Sennheiser and Samsung.
| | Headphones become an indispensable accessory for every day and an important element of the image. More and more requirements are imposed on them in convenience, design and functionality, so the development of the category towards wireless models becomes logical. The most dynamically growing headphones here are True Wireless. Their advantages are autonomy, convenience of storage and use, as well as a laconic appearance. "Plugs" completely wirelessly become more accessible, their battery life and sound quality are growing. In addition, smartphone manufacturers are increasingly abandoning standard connectors in order to reduce the thickness of the case, which speaks in favor of choosing such a headphone format factor and other models with wireless technology. | |
Compared to the first quarter of 2018, sales of all bluetooth headphones increased 2.3 times in pieces and 2.5 times in money. Plug-in wireless models were bought 2.8 times more often, and full-size models - by 60%. Due to the lack of wires and the ability to move freely, the popularity of sports headphones is actively growing, the demand for them has almost tripled, but the share in the total volume of the category remains small - about 13% in money and 6% in pieces.
2018: Wireless headphone segment grows by 214% in money
Russia In 2018, more than 3 million wireless headphones were sold in the amount of 13.3 billion. rubles Such data was shared TAdviser with the combined company "" following Coherent Euroset a study of the Russian headphone market. Compared to 2017, market growth amounted to 191% in unit terms and 214% in monetary terms.
The average cost of wireless headphones in 2018 amounted to 4.4 thousand rubles. JBL remains the market leader in terms of sales with a market share of 34.5%. Next are Apple those who occupied Sony 13.2% and 7% of the market, respectively. In monetary terms, Apple is the leader: over the year the American , the company has managed to increase sales of wireless headphones by more than 6 times and occupy 38% of the market.
As David Borzilov, vice president of sales at Svyaznoy Euroset, explained, the key driver of sales growth was the active development of the Bluetooth headphone category by leading manufacturers.
| | In fact, there was a redistribution of demand from traditional headphones and headsets to wireless ones. In 2018, sales of Bluetooth headphones in Russia provided 56% of all revenue, while a year ago they accounted for only 28% of sales in monetary terms, and the remaining 72% brought sales of wired headphones, "said David Borzilov. | |
The increased interest of Russians in more expensive wireless headphones influenced the increase in the average cost of all headphones. At the end of 2018, it amounted to 1230 rubles, which is 47% more than in 2017, noted in Svyaznoy Euroset.
In total, in 2018, Russians purchased 19.4 million headphones in the amount of 23.8 billion rubles. Compared to 2017, the market grew by 10% in physical terms, the growth in money turned out to be much more impressive - by 61%.
1969
1877: US headphone patent
Global market
Main article: Headphones (global market)
Notes
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