MTS analyzed the Russian headphone market.
According to the company, from January to October 2024, 18.6 million headphones worth 52.5 billion rubles were sold in the country. This is 8% more in pieces and 22% in money than a year earlier. TWS headphones remain the main driver of sales growth in the segment.
Demand for them is growing due to changes in the range and due to their high availability. For example, the average price of “liners” in 2024 will be 2.7 thousand rubles. rubles, at the moment the main price of the device in this segment is 2.9 thousand rubles.
In just 10 months of this year, 4.7 million “inserts” worth 13.7 billion rubles were sold in the country. Since 2023, their sales have increased by 29% in units and by 54% in money.
TOP 3 brands of TWS headphones by sales in units (2023)
1. New and little-known brands: 45%
2. REDMI: 9%
3. Apple: 5%
TOP 3 brands of TWS headphones by sales in units (2024)
1. New and little-known brands: 40%
2. REDMI: 9%:
3. HUAWEI: 6%
TOP 3 brands of TWS headphones by sales in money (2023)
1. Apple: 34%
2. New and little-known brands: 12%
3. REDMI: 8%
TOP 3 TWS headphone brands by sales in money (2024)
1. Apple: 30%
2. New and little-known brands: 11%
3. HUAWEI: 9%
Most often, Russian residents buy TWS headphones in Moscow – they account for 14% of all sales in units. They are also actively purchased in St. Petersburg (6%), Yekaterinburg, Voronezh and Perm (1% each).
Source: Iphones RU
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
