Russians increased expenses on saunas and baths in the first quarter to 4.6 billion rubles

The average check for the services of baths and saunas in Russia over a year increased by 23%: the increase in prices is caused by the growth of operators and an increase in demand for services. The growth of the popularity of baths and saunas, in turn, is explained by fashion among Russians on a healthy lifestyle. But the active construction of new thermal complexes can lead to an increase in competition and a decrease in project profitability.

The average check, when paying for the services of baths and saunas in January-March, grew by 23% year by the year, to 2.6 thousand rubles, calculated the “Business Secrets” project based on T-DATA analytics. In the Analytical Center “Chek Index”, the average check for the services of baths, saunas, spa centers and thermal complexes according to the results of January-April is estimated at 4.1 thousand rubles. A year by the year, the value increased by 13%. According to Rosstat, a total of saunas, baths and shower services in January -March spent 4.6 billion rubles, which is more than 5.5% of the year by the year. In Moscow, the increase amounted to 3.1%, up to 637.4 million rubles.

CMWP partner Marina Merezhko believes that tickets to thermal complexes for a year have risen in price by 10-15%. The Director General of thermoland Criminal Code Vladimir Otekin estimates an increase of 20%. According to him, thermal complexes were faced with an increase in rental costs and equipment. GREMM Group Development Director Artem Bukin speaks of “tremendous growth in costs for the wage fund” due to a shortage of personnel and salary specialists. Another factor in price growth, Mr. Otekin calls high traffic.

According to the “Index check”, the number of transactions of Russians in baths and saunas increased by 6% of the year by the year.

In the « Index » bind the growth of the popularity of baths with an increase in the expenses of the population in the service sector. According to Rosstat, in total, consumers in January -March sent 189.8 billion rubles to them. The year by the year, growth amounted to 8.2%. Analysts call the second factor the popularization of a healthy lifestyle and health restoration programs. According to Wildberries, in January – April, sales in the category of bath goods grew by 40% year by the year.

Deputy Director of the Consulting Department and NF Group Analysts Natalia Kireeva says that 64 thermal complexes with a total area of ​​390 thousand square meters are currently operating in Russia. m. In January – May of this year, 82.6 thousand square meters were handed over. m of them, while over the past year the growth amounted to 70 thousand square meters. m. Director of the Nikoliers Research Department Tatyana Divina notes that 70 new thermal complexes were announced for the opening of 2025–2028. This can lead to an increase in the offer up to 940 thousand square meters. m. The development of the format, according to Mrs. Kireeva, contributes to an increase in internal tourist flow.

Marina Merezhko believes that the proposal in the segment is still far from saturation, it will be possible to talk about it only if the prices for services are reduced. So far, rising prices provide investors with relatively high payback rates of new projects. Mrs. Merezhko believes that for objects in multifunctional complexes this period is up to five years.

Vladimir Otekin evaluates the average profitability of the thermal complex in EBITDA at 40-50%. Although Artem Bukin believes that the yield of projects remains at the level of 15%. The expert explains that the constant growth of the proposal leads to an increase in competition. The construction of new projects at the current cost of attracting financing, in his opinion, is deprived of meaning. Although Marina Merezhko believes that it is possible to increase the operational efficiency of watermarks by adding additional services.

Alexandra Meretsalov