Energy-efficiency improvement and energy-saving are in a high priority in Russian energy policy today. As a result, there is the huge assortment of insulation materials of different types and brands in the construction material market. Occasionally a huge variety of these materials is able to bedevil the consumer. Every manufacturer of definite material in its own promotional information describe benefits of its material without heeding rest material features, that makes structural use insufficiently effective or impossible in some cases. In this article main comparison principles of insulation materials, which allow consumers to choose the best suited variant according to features of higher priority, are presented. Main groups of thermal insulation materials are reviewed. In consequence of market analysis developed methods, presented in tabular form and optimized the choice according to wide range of characteristics.