POPAI Russia

What POPAI Russia does

POPAI Russia is a non-profit industry association operating as the Russian branch of the international POPAI (Point of Purchase Advertising International) organization. Founded in 2004 and headquartered in Moscow, the association unites POSM (Point of Sale Materials) manufacturers and suppliers, brand owners across FMCG, cosmetics, electronics and pharmaceuticals, federal and regional retail chains, and trade marketing companies into a single industry platform. With a lean team of approximately 5 employees, POPAI Russia functions as a horizontal industry body rather than a commercial product company.

The association's core offerings center on annual market research, industry awards, and standards development. Its flagship product is the annual POSM market research study, produced since 2013 in partnership with INFOLine and more recently with Marketing Lab, covering over 70% of the Russian POSM market with supplier ratings, segmentation, and forecasts (latest edition: 2023-2024 market research with 2025 forecasts). Additional products include the POPAI Russia Awards competition (22nd annual edition planned for October 2026; 150 works from 42 companies in 20 nominations at the 2022 edition), quarterly material price monitoring bulletins tracking cardboard, metal, plastic, and wood costs, Sustainable POSM Lifecycle Recommendations with practical tools like recyclability tables and Ideal Brief templates, and educational programming. The association also serves as Industry Partner for adjacent events including the Digital Signage conference within ProIntegration Tech and the Perspectum Awards festival with RAMU.

POPAI Russia's revenue model is membership-based and event-driven. Research reports are provided free to association members and sold to non-members for 20,000 rubles per report (VAT not included). Awards competition entries carry participation fees with a 10% early-bird discount for early applications. Strategic partnerships include a joint advertising effectiveness analytical tool with X5 Retail Group on the Dialog.X5 platform and a tri-party sustainable POSM initiative with ECR and Magnit. The association's legal form is a Non-Profit Partnership (Некоммерческое Партнерство) registered in Russia, with no disclosed funding rounds, no institutional investors, and a Board of Directors led by President Sergey Donnikov and Executive Director Ekaterina Ryzhenko (elected July 2025).

Name

POPAI Russia

Legal name

Некоммерческое Партнерство «Партнерство производителей рекламных материалов для мест продаж «POPAI Россия»

Website

https://popairussia.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

POPAI Russia is a non-profit industry association, founded in 2004 as the Russian branch of international POPAI, serving POSM manufacturers, brand owners, retail chains, and trade marketing agencies through annual market research, industry awards, and standards development.

Ownership category

akta.pro rank

Product category

Industry Association Services

NAICS

Marketing Research and Public Opinion Polling (541910), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Retail & Pop-up Experiences (In-store/Pop-ups) (MPAAAGAG)

Keywords

• Retail marketing association
• POSM market research
• In-store marketing
• Industry awards program
• Sustainability guidelines

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Pricing tiers

Distribution channels3 records

Marketing channels6 records

Core offering

POPAI Russia is a non-profit industry association that serves as the Russian branch of International POPAI, providing an annual awards competition (POPAI Russia Awards), annual market research on the POSM and technical merchandising market conducted with INFOLine and Marketing Lab, quarterly material price monitoring, sustainability guidelines for POSM lifecycle, and industry conferences and networking for POSM manufacturers, brand owners, retail chains, and trade marketing agencies in Russia.

Product overview

POPAI Russia (International Retail Marketing Association) is a non-profit industry association, not a product company. Its core offerings consist of an annual awards competition (POPAI Russia Awards), annual market research reports on the POSM (advertising materials in points of sale) market conducted jointly with INFOLine and Marketing Lab, material price monitoring services, industry publications and white papers on in-store digital technology and sustainability, educational programs, and a digital library for members. It also partners with the annual Digital Signage conference and the Perspectum Awards festival. The association facilitates industry networking, best practice sharing, and standards development for retail marketing professionals, POSM manufacturers, and brand owners across Russia.

Differentiator

Problem solved

Functional benefit

Brands

• POPAI Russia Awards: Annual competition recognizing achievements in retail marketing, POSM, and in-store communications. The 22nd annual competition is planned for October 2026.

Products and services

• POPAI Russia Awards Annual industry competition recognizing excellence in POSM (point-of-sale materials), in-store design, visual merchandising, and retail marketing communications, for POSM manufacturers, brand owners, retail chains, and trade marketing agencies in Russia.

Quantifiable outcome

• Annual POSM market research covers over 70% of the POSM market in Russia
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• Marketing LabcoreStrategic or Co-development PartnerJoint research partner for POSM market studies. In 2024, POPAI Russia and Marketing Lab prepared the 'Research of POSM Market 2023-2024, Forecasts for 2025' study.
• INFOLinecoreStrategic or Co-development PartnerLong-term strategic research partner since 2013, conducting annual POSM market research. INFOLine provides comprehensive market analysis, supplier ratings, and industry surveys covering over 70% of the Russian POSM market.
• Russian Association of Marketing Services (RAMU)majorStrategic or Co-development PartnerStrategic partnership for Perspectum Awards festival. RAMU is a leading marketing services association in Russia.
• RAERR (Russian Association of Experts in Retail)minorGTM or Marketing PartnerIndustry media and information partner of POPAI Russia
• New RetailminorGTM or Marketing PartnerIndustry media partner covering retail and trade marketing news
• Pro-IntegrationmajorGTM or Marketing PartnerIndustry partner for Digital Signage conference and ProIntegration Tech exhibition in 2026
• X5 Retail GroupmajorStrategic or Co-development PartnerPOPAI and X5 launched joint analytical tool for evaluating advertising effectiveness in stores, implemented on Dialog.X5 platform
• ECR (Efficient Consumer Response)majorStrategic or Co-development PartnerPOPAI, ECR, and Magnit jointly initiated development of industry recommendations for sustainable POSM lifecycle

Recent moves6 records

Expansion highlights6 records

Direct peers

• Russian Association of Marketing Services (RAMU / RAМU): Russia's leading marketing services industry association and POPAI Russia's strategic partner on the Perspectum Awards festival. Comparable in scale and member composition (agencies, brands, retailers) operating in the Russian market.
• RAERR (Russian Association of Experts in Retail): Russian retail industry association and POPAI Russia media/information partner. Comparable as a domestic industry body serving retail and trade-marketing professionals with publications and events.

Broad incumbents

• PPAI (Promotional Products Association International): Large international trade association for the promotional products and branded merchandise industry. Comparable as a membership-funded body that runs research, awards, and standards programs for a marketing-materials supplier base.
• SHOP! Association (formerly POPAI International): Global parent body of POPAI Russia and the international trade association for at-retail marketing and POSM industry. Operates the same membership, research, and awards model at worldwide scale, making it the most direct structural analog.
• ANA (Association of National Advertisers): Large US-based advertising industry association serving brand-owners, with research, awards, and training programs. Comparable as a marketing-industry association model, though at much larger scale and broader scope than POPAI Russia.
• FESPA (Federation of European Screen Printers Associations): European federation for print, signage, and visual communications producers — a supplier category that overlaps significantly with the POSM manufacturers in POPAI Russia's membership. Comparable research/events/awards operating model.

Regional players

• Adsales (Association of Advertisers of Russia) / OAAR: Russian advertisers' association representing brand-owners on the demand side of the POSM and retail-marketing value chain that POPAI Russia focuses on. Directly relevant as a sister domestic industry body.

Emerging players

• Shopper Marketing Association of India (SMAI) / Popai India affiliates: National-level retail and shopper marketing industry association; directly comparable operating model (research, awards, networking) for the POSM/in-store marketing niche, though smaller in scale than POPAI Russia.

Others

• INFOLine (Information and Analytical Agency): Long-term Russian market-research partner of POPAI Russia, jointly publishing POSM market studies since 2013. Comparable as the research-production counterpart rather than a competing association.
• Marketing Lab (Russia): Russian retail marketing research agency that co-authored the 2023-2024 POSM market study with POPAI Russia. Comparable as a research partner in the same value chain rather than a competing association.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/popai-russia

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about POPAI Russia