Weather and conditions: the season for the climate technology market may be a failure

Despite the record heat, the season for the climate technology market may be a failure. High temperatures have traditionally inflated demand: sales of air conditioners have increased two to three times, fans - up to six times, market participants in such devices told Izvestia. But in general, by the end of the years, the market may go into negative territory due to a decrease in demand for residential real estate, experts believe.

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A significant increase in demand for climate technology caused by abnormal heat is unlikely to last long, experts interviewed by Izvestia believe. The dramatic warming in a number of Russian regions in early July has traditionally led to an increase in sales. Thus, sales on Yandex. Market increased 2.7 times in the week from July 4 to July 10, and fans increased almost six times compared to the previous week, the marketplace's press service told Izvestia. Among air conditioners, users most often choose split systems and mobile models, and among fans - outdoor devices, they added.

M.Video-Eldorado records a multiple increase in sales of fans and air conditioners in the second week of July compared to the first week of the month.

— Fans demonstrate particularly high dynamics, the interest in which has increased week by week 4.5 times in monetary terms and four times in quantitative terms. They also show steady growth since the beginning of the year — by 15% in unit terms compared to the same period last year," representatives of the united retailer noted.

Air conditioners are also in high demand: sales of devices have almost doubled compared to the level of the week before last — in monetary terms, the increase was 89%, in quantitative terms — 84% week to week, the company added.

"According to our data, the demand for fans has more than doubled this season compared to last year, with the main growth coming from portable models (with a battery), as well as column—type fans," said Sergey Borshchevsky, diHouse's leading product manager.

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According to the expert assessment "Refrigerator.<url>", in physical terms, sales of air conditioners increased by 130%, and in monetary terms — by 140%. Fans are showing even more rapid growth: their sales increased by 425% in physical terms and by 700% in ruble equivalent, said Alexey Pogudalov, the company's commercial director.

— The brands Kraft, Electrolux and Ballu are in the greatest demand among fans. The leaders among air conditioners are Haier, Electrolux and Ballu," he stressed.

Demand for climate technology has increased sharply against the background of persistent heat, especially in the Central, Southern and Far Eastern Federal Districts. Fans are showing several-fold growth compared to last week, while maintaining positive dynamics in annual terms, said Maxim Medtner, Senior manager of the Climate category at M.Video-Eldorado. The increase in air conditioners is also very significant, he added.

Marvel Distribution sees an increase in marketplace sales of about three to four times in early July compared to the previous week. Newtek, Monroe and Neoline are among the most popular split systems, Snow Leopard and Ballu are among inverter split systems, and Neoline and Steelberg are among mobile air conditioners.

In the midst of the heat, the demand for budget devices increases, since most often it is an emergency purchase that was not included in the family budget, the company stressed.

From July 7 to July 10, when the thermometer in the central part of Russia exceeded +30 degrees, the demand for fans increased by almost 70% compared to the cool week, Wildberries noted. Sales of split systems also showed an increase of 23%, and mobile air conditioners, full-fledged cooling devices that do not require special installation, increased by 56% during the hot season, the marketplace's press service added.

Will the boom of climate technology in Russia continue

Market participants predict that the boom in demand for climate technology will not last long. Moreover, this market is now declining, as are sales in many other segments of household appliances and electronics.

"From January 1 to the end of June 2025, we see a decline of 9.7% in units and 10.8% in money,— Marvel Distribution calculated. — The dynamics in the segment reflect common problems in the entire electronics market. The drop in sales affected almost all categories, especially large household appliances due to a decrease in the volume of mortgage loans issued.

The market for air conditioners and large household appliances may really go into negative territory by the end of 2025, Denis Kuskov, CEO of TelecomDaily, does not exclude. In addition to the increase in the Central Bank's interest rate, which made the purchase of such devices difficult due to the increase in the cost of servicing loans, the expert also talks about the decline in the popularity of mortgages due to its high cost.: The fewer apartments are bought, the less new household appliances are needed, including air conditioners.

According to Sergey Polovnikov, the head of the Content-Review project, the sale of air conditioners can support the rental market, the volume of which is growing this year along with the cost of rental housing. The availability of such equipment increases the cost of an apartment and allows the landlord to increase the cost of housing, he argues. The air conditioner pays off in a few months, the expert added.

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The temperature in the capital will exceed 30 degrees this week.

At the same time, with the high cost of housing, tenants are making more and more demands on comfort and the availability of modern equipment in the apartment, including air conditioning, the expert continued. A few years ago, in the same way, the presence of a washing machine became almost a prerequisite, he concluded.

However, according to the manager of one of the distributors of air conditioners, the air conditioner market may rise this year due to the negative dynamics of the residential real estate market. He believes that if there will be growth in some segments, it will be extremely small. Distributors had already stored large volumes of equipment in warehouses at the beginning of the year, but hopes for equally large sales did not materialize, the Izvestia source added.

By the end of the year, the air conditioning market may shrink by 15-20%, Eldar Murtazin, a leading analyst at Mobile Research Group, does not exclude. This is really due to a decrease in demand for real estate, he added.