Shaving preparations market in Russia

Earlier Report Observations

The market for shaving preparations in Russia expanded from 131 million units in 2018 to 139 million units in 2019, supported by growing domestic production and stable demand. The pandemic in 2020 caused a sharp contraction to 107 million units, as COVID-19 disrupted logistics and altered consumer behavior. Recovery followed in 2021, with market volume rising to 118 million units, driven by a 39.6% increase in production and heightened interest in products with moisturizing and protective properties.

Geopolitical tensions and sanctions from 2022 onward reshaped the market. The ruble's collapse in March 2022 and the exit of Western companies led to price increases averaging 16.4%, while record sales growth in ruble terms was reported across categories. Imports fell significantly, but domestic production surged, reaching 67 million units in 2022 and 69 million units in 2023. This shift strengthened Russian manufacturers' positions, with consumers showing greater preference for local brands and private labels. Market volume dipped to 113 million units in 2022 but rebounded to 123 million units in 2023.

By 2024, the market adjusted to new conditions, with volume declining to 109 million units amid ongoing macroeconomic pressures such as inflation and changing consumer preferences. Production remained substantial at 58 million units, though it dropped sharply to 35 million units in 2025, reflecting continued market volatility and reduced import supplies.

Production shaving preparations in Russia

In kind, 2018-2021, K unit

In 2019, Russia's production of shaving preparations reached its peak at 58 828 thousand units. However, output dropped sharply in 2020 to 34 332 thousand units, marking a significant decline of 41.6%. Production then rebounded in 2021 to 47 921 thousand units, showing a dramatic increase of 39.6% compared to the previous year. Overall, from 2018 to 2021, production decreased by 12.6%, which translates to an average annual decline of 4.4%.

Annual dynamics of production in Russia in kind, 2018-2021, K unit

Exports shaving preparations from Russia

Exports in kind, K unit

After two consecutive years of decline, exports of shaving preparations from Russia began to recover. In 2019, exports experienced their largest drop of 18.4%. The lowest point was reached in 2020 at 9 619 thousand units. In 2021, exports rose to 10 019 thousand units, reflecting a modest year-on-year increase of 4.2%. Over the period from 2018 to 2021, exports fell by 25.6%, with an average annual decrease of 9.4%.

Annual dynamics of product's exports from Russia in kind, 2018-2021, K unit

From 2018 to 2021, the main destinations for Russia's shaving preparations exports in volume terms were Belarus, accounting for 49.5% of the total, Kazakhstan with 19.7%, and Ukraine at 9.7%. Together, these three countries represented 78.9% of all export flows.

Structure of product's exports in kind by countries, 2018-2021

World map of product's exports from Russia in kind, 2018-2021

Exports in value, K $ US

Russia's exports of shaving preparations in value terms declined for the third year in a row. In 2021, exports amounted to 9 572 thousand US dollars, showing a slight decrease of 1.9% compared to 2020. Over the 2018-2021 period, exports dropped by 24%, with an average annual decline of 8.7%.

Annual dynamics of product's exports from Russia in value, 2018-2021, K $ US

In value terms from 2018 to 2021, Belarus was the leading market for Russia's shaving preparations exports, making up 60.0% of the total. Kazakhstan followed with 14.6%, and Ukraine accounted for 9.0%. Combined, these three countries represented 83.5% of all export value.

Structure of product's exports in value by countries, 2018-2021

World map of product's exports from Russia in value, 2018-2021

Imports shaving preparations to Russia

Imports in kind, K unit

Imports of shaving preparations into Russia declined for the second consecutive year. In 2019, imports peaked at 94 144 thousand units, with the largest increase of 5.4% recorded that year. However, in 2020, imports fell to their lowest point, dropping by 15.7%. In 2021, imports amounted to 78 942 thousand units, showing a small year-on-year decrease of 0.6%. Overall, from 2018 to 2021, imports decreased by 11.6%, with an average annual decline of 4.0%.

Annual dynamics of product's imports to Russia in kind, 2018-2021, K unit

From 2018 to 2021, the primary sources for Russia's shaving preparations imports in volume terms were the United Kingdom, contributing 34.3% of the total, Turkey with 30.3%, and Poland at 13.3%. Together, these three countries accounted for 77.9% of all import flows.

Structure of product's imports in kind by countries, 2018-2021

World map of product's imports to Russia in kind, 2018-2021

Imports in value, K $ US

In 2021, Russia imported approximately 65 425 thousand US dollars worth of shaving preparations, marking a solid increase of 21.5% compared to the previous year. The minimum value was recorded in 2020 at 53 838 thousand US dollars, with the largest decline of 26.3% occurring that year. The maximum value was in 2019 at 73 037 thousand US dollars. Over the 2018-2021 period, imports grew by 5.2%, with an average annual increase of 1.7%.

Annual dynamics of product's imports to Russia in value, 2018-2021, K $ US

In value terms from 2018 to 2021, the United Kingdom was the top source for Russia's shaving preparations imports, accounting for 41.6% of the total. Poland followed with 14.7%, and Turkey contributed 14.6%. Together, these three markets formed the main cluster, representing 70.9% of all import value.

Structure of product's imports in value by countries, 2018-2021

World map of product's imports to Russia in value, 2018-2021