Shoe market in Russia in 2024 - analysis and forecasts

Shoe production in Russia continues to grow in the context of economic recovery and changes in consumer preferences. Key trends observed in the market:

Growth of local production: Russian manufacturers are seeking to replace part of the imports by developing their own production. The shoe market shows an increasing volume of domestic production, which is confirmed by the growth of new brands and the expansion of the range.
Quality and innovation: Manufacturers are increasingly using new materials, which allows them to create shoes with improved performance characteristics. This attracts the attention of both male and female target audiences, as well as parents interested in high-quality shoes for children.
Prices and cost: The increase in the cost of raw materials and materials, combined with growing production costs, affects the final cost of products. However, many brands are finding ways to optimize costs, which allows them to remain competitive in the market.

The shoe import and export market in Russia has undergone significant changes in recent years, due to the political situation and the change in exchange rates. Important points to consider:

Shoe import: Products of foreign brands, especially from Europe and Asia, still occupy a large share of the market. However, in recent years there has been a tendency to reduce import volumes due to rising prices and economic instability.
Shoe export: Russian manufacturers have begun to export their products to neighboring CIS countries and even to non-CIS countries. Brands with unique offerings, such as high-quality shoes for children and youth, are beginning to find their markets abroad.
Formation of export channels: Leading companies are seeking to establish closer ties with international partners by creating their own channels for shoe export.

The footwear market in Russia is segmented into men's, women's and children's footwear. Each group has its own target audience, which actively influences demand.

Men's footwear: The main demand is for classic and sports footwear. Men, as a rule, focus on comfort, quality and durability. The most important aspects for them are price and style.
Women's footwear: The female audience is also diverse, but most often they choose footwear that combines style and comfort. Women aged 25 to 45 make up the majority of the target audience interested in branded products. Women's footwear for office work, evening models and footwear for outdoor activities are key categories.
Children's footwear: Parents are actively buying high-quality footwear for their children, which creates a stable demand for this segment. A variety of models for different age groups allows manufacturers to offer unique products that correspond to current trends.

Russian brands are beginning to occupy an increasingly significant share of the footwear market, competing with well-known international brands. At the same time, foreign brands maintain their popularity, especially among the wealthier target audience. Changing consumer preferences, increasing interest in Russian brands and high-quality local products support the trend towards increasing popularity of domestic manufacturers.

Russian brands: New shoe brands focused on style and comfort are actively developing. These brands are successful in the mass consumer segment, especially among young people.
Foreign brands: They continue to be present in the premium segment, maintaining their reputation in the market.

Online shoe sales continue to gain popularity, especially among the younger generation. Online shopping allows customers to easily select and order shoes for home delivery. However, traditional offline stores, especially in large cities such as Moscow, continue to be in demand.

Online sales: The rapid growth of online shopping is due to the convenience of shopping, a wide range of products and competitive prices. Buyers increasingly prefer to order goods online, especially given the possibility of convenient returns.
Offline sales: Despite the growth of online sales, stores in shopping malls, as well as specialized shoe stores, remain popular with older customers.

Prices for footwear in Russia, like many other goods, are increasing amid economic instability and rising raw material costs. However, the market remains competitive, allowing consumers to find great deals on footwear at different price levels.

Shoe prices: In 2023-2024, shoe prices continue to rise, due to increased production and logistics costs. However, the market remains flexible, and companies are taking steps to optimize pricing policies so as not to lose demand.

The footwear market in Russia in 2023-2024 continues to develop despite economic uncertainty. Manufacturers are seeking to diversify their products, increase production volumes and introduce innovations. Interest in Russian brands is growing, and online sales continue to occupy an important part of the market. We predict that the footwear market will grow over the coming quarters, offering businesses new opportunities for growth and development.

GRADUS provides up-to-date OFD data, supplemented by various field studies, which allows for extremely accurate sales analysis. In terms of numbers, the GRADUS database includes more than 200 SKUs and estimates up to 80% of all receipts in offline and online retail. The volumes of information are updated daily from more than 200 thousand retail outlets and guarantee the accuracy and relevance of the data. The GRADUS Retail Index algorithm evaluates up to 80% of the market volume for key SKUs, which allows companies to promptly respond to changes in the economic situation in the market environment and adequately build their strategies. Given the constant challenges that the footwear market faces, such accurate data becomes an important integral tool for making informed decisions and maintaining competitive advantages.