Russians set record for camera buying – sales increased 48%

By the end of the first half of 2026, Russians had purchased 219,000 digital cameras, a six-year high. M.video analysts calculated that on an annual basis, the number of units increased by 10.8% and the value increased by 47.5%.

Image source: M.video

Over the past six years, the statistical distribution of digital camera sales in Russia in the first half of the year is as follows:

• 2020 – 86,800 cameras, worth 2.72 billion rubles;
• 2021 – 134,900 rubles, an increase of 3.53 billion rubles;
• 2022 – $102,000, worth 3.45 billion rubles;
• 2023 – 204,000, 2.67 billion rubles;
• 2024 – 192,000, 2.87 billion rubles;
• 2025 – 198,000, approximately 3.11 billion rubles;
• In 2026 – 219 thousand, worth 4.58 billion rubles.

The Russian digital camera market set a record for the second consecutive year; sales have grown more than 2.5 times over the past six years – from 86,800 units in the first half of 2020 to 219,000 units in the same period this year. From a monetary perspective, the growth of these indicators was even more positive – in just one year it increased by 47.4% to 4.58 billion rubles; the average cost of a device increased by one third – from 15,700 rubles to 20,900 rubles, that is, consumers began to look for more powerful and technologically advanced models.

In terms of quantity, the largest market share is occupied by products of unknown brands – with a sales volume of 51.7%; the second place is the W&O brand, with a market share of 17.1%. The world’s largest manufacturers Canon (10.4%), Sony (6.4%) and Nikon (3.0%) also rounded out the top five. In terms of amount, the first place is Canon with a market share of 35.7%, the second place is Sony (31.8%), the third place is Nikon (10.3%), the fourth place is Fujifilm (6.8%), and the total share of unknown brand products is 5.9%, ranking fifth.

In the first half of the year, demand for interchangeable lens system cameras increased, with the market share increasing from 6.7% to 12.2%; while classic single-lens cameras dropped from 7.6% to 5.6%. The share of cameras with non-replaceable optics dropped from 85.7% to 82.2%.