The volume of the Russian market of shoe care products in 2010 amounted to about $ 200 million. The share of domestic manufacturers in the market does not exceed 15% and amounts to $ 30 million. These are the results of a study by the DICOVERY Research Group conducted in February of 2011.
Silver is the leader with a market share of 34% and sales of $ 68 million. This is a major Turkish manufacturer Cigir Kimya AS Salton brand is in second place. It occupies 13,6% of the market, and in value terms - $ 27,2 million. The well-known brands Kiwi and Salamander follow with shares of 10,7% and 8,5%, respectively.
Among Russian manufacturers, one can single out the Dividik brand (manufactured by Divi) - a market share of 6,45%; in 2010, products worth $ 12,9 million were manufactured and Twist (manufactured by Biogard) - a share of 6 %, as well as the company "Glyantsmaster", which produces the brands "Shtrikh" and "Effekton", its share was 1,5%.
According to DISCOVERY Research Group estimates, the volume of imports of shoe care products in Russia in 2009 amounted to 5370,6 thousand kg, and for 9 months of 2010 year - 3991,3 thousand kg. Thus, in the 2009 year, imports fell by 16%, and in the 9 months of the 2010 year, by 26%.
Russian export of shoe care products in 2009, according to the FCS, amounted to 340,65 thousand kg., And for 9 months of 2010 year - 210,9 thousand kg.In the fall of 2010, companies intensified their marketing and advertising activities. According to the forecasts of one of the cosmetics distributors, UPECO company, by the beginning of the 2011 year, the market volume in value terms reached $ 230-250 million, in physical terms - 120 million pieces. Thus, by the end of the 2011 year, the market is forecasted to grow at the level of 3% in money terms and 1% in kind, compared to the 2010 year.