01 - 04 December 2026 Moscow, Crocus Expo, Pavillion 1
RU
co-located with
Over the past two years, the Russian DIY market has gone through several stages of development. Its participants have gradually adapted to new working conditions, finding new channels for product supply. The dynamic development of the DIY segment was also facilitated by the growth of sales of such products on the largest marketplaces.
At the beginning of 2024, the total volume of the Russian DIY market was estimated at 6.8 trillion rubles. Such data are cited in their study by experts from INFOLine. Almost half of this market (3 trillion rubles) was in the B2B segment, 2.4 trillion rubles were in furniture, home and garden goods in the B2C segment, and 1.4 trillion rubles were in construction and finishing materials in the B2C segment. It is worth noting that the dynamics of DIY trade turnover in 2023 increased by 11.6% compared to 2022.
At the end of 2023-beginning of 2024, the share of the ten largest universal chains in the DIY market was 38.6%, which is 3.4% less than in 2022. At the same time, the total sales of the top 10 players grew by more than 11% - to 1.3 trillion rubles. Interestingly, the greatest growth dynamics were demonstrated by marketplaces, the sales volume of which increased by 2.5 times, reaching 285 billion rubles. The most significant progress is observed at MegaMarket, sales of which increased by 390%, which allowed it to enter the top 10, displacing AliExpress.
Let's consider what trends were observed in the DIY market in 2023. Of course, the main one is related to the stable growth in demand for such products. The reason is simple - in the current conditions, many consumers decided not to put off repairs for a long time. At the same time, according to NAFI, 44% of respondents do repairs themselves (accordingly, they also purchase materials themselves).
Another trend in the domestic DIY market is the growth of the share of private labels (PL). This is especially relevant against the backdrop of rising product prices, when a number of buyers are guided not so much by the brand as by the price-quality ratio. A similar trend is confirmed by the results of a study by Yandex: 80% of respondents in 2023 chose products from new manufacturers, while only 30% of respondents were looking for specific brands. Another well-known example is the Lemana Pro (ex-Leroy Merlin) product line, which includes kitchens, finishing materials, and tools. Similar lines have appeared in other major players, for example, the Petrovich chain.
The third trend of the Russian DIY market is its omnichannel nature (57% of buyers purchase DIY products both online and offline), as well as the growth of both offline and online sales. The increase in sales in the traditional offline format is confirmed by a study by Yandex: in 2023, interest in building materials stores on their own mapping service grew by 47%, in household goods by 34%, and in various plumbing fixtures by 26%.
The fourth trend in the Russian DIY segment is a fairly clear distribution of sales by product type between marketplaces and niche hypermarkets. If marketplaces mainly sell oversized and not very heavy goods (including decor and interior solutions), then stores sell large-sized items and large lots of goods.
The fifth trend is the almost complete completion of the replacement of products of departed brands. Over the past two years, it was possible to find an alternative to more than 90% of the products presented in the segments of finishing materials and power tools.
In 2024, we should expect a further increase in the share of private labels in the DIY market. The combination of an acceptable level of quality and moderate cost (due to cost optimization) solves two problems at once: it expands the range of offers and brings additional profit.
The B2B segment will continue to grow. This is explained by the increased activity of the construction industry. In the first five months of 2024, almost 44 million square meters of housing were commissioned in Russia, which is half a million square meters more than in the same period last year. In addition, it is planned to launch a number of federal and regional programs for new construction, modernization and major repairs of educational, healthcare and cultural institutions, which will also entail an increase in demand for DIY products from corporate customers.
More and more market participants will implement visualization tools. The advantages of such solutions are obvious: they allow you to see how a particular material or furniture will look in a room or house, which will simplify the choice. Visualization tools can be presented both in the store itself and on its website.
The development of various loyalty programs will continue. In a highly competitive environment, market players interested in retaining customers will offer them various special programs. This could be a cumulative discount, or a bonus program with points, or increased cashback. A clear loyalty program will not only retain existing customers, but also attract new ones.
The current situation on the Russian DIY market opens a window of opportunity for new players considering entering it. And participation in the debut ToolMash exhibition is a great chance to make a name for yourself, find new partners and get valuable information about the specifics of the Russian market. It is also worth noting the opportunity to find clients from related industries, since the ToolMash exhibition will be held simultaneously and on the same site with other large-scale industry events: the International Exhibition of Welding Materials, Equipment and Technologies Weldex and the International Exhibition of Fasteners and Tooling Fastenex.
You will be able to demonstrate your DIY products (including power and hand tools, as well as painting tools) to potential clients from among the largest players in the retail market at the ToolMash International Exhibition of Equipment and Tools, which will be held from October 8 to 11, 2024 in Moscow, Crocus Expo IEC.