Baby and children's products in Russia - statistics & facts

The Russian children’s goods market has been challenged by a decrease in the country's birth rate as well as by the exodus of key Western retailers in response to the war in Ukraine, such as Mothercare. At the same time, the industry is benefitting from the rise in e-commerce in Russia. In 2022, baby diapers, breast milk substitutes, and beverages needing preparation were the leading product categories by online sales in the market. Nevertheless, traditional stores remain more popular among children's goods consumers in all age groups.

Key segments of the Russian children's products market

In 2021, toys and games were the most purchased product category in the Russian children’s products market, followed by apparel and footwear. Furthermore, this segment occupied the second largest market share in monetary terms, following apparel which accounted for approximately one third of the children's goods revenue. Another major segment was that of baby food products, whose revenue in Russia exceeded one billion U.S. dollars in 2022. This segment's sales were expected to increase continuously until 2026.

Major children's goods retailers in Russia

Russia’s largest children’s goods retailer is Detsky Mir, which has over 1.1 thousand stores and also operates in Kazakhstan and Belarus. In 2022, the management of Detsky Mir, which has been listed on the Moscow Stock Exchange since 2017, announced plans to reorganize the company and make it private. Detsky Mir also has the highest online sales revenue among specialized children's goods retailers in Russia in 2021. It was followed by Dochki-Sinochki; however, the group went bankrupt the following year. Another leading market player is Korablik, which reported net loss in the past two years.

International trade of children's goods in Russia

Import flows of baby and children’s goods in Russia exceeded export volume for every product category in the market. Toys were the most imported segment, with an import value of 2.4 billion U.S. dollars in 2021. Moreover, Russia imported over 480 million U.S. dollars worth of sanitary products and 160 million U.S. dollars worth of food preparations for babies. Baby sanitary products were the most exported category among children’s products from the country, with an export value of almost 300 million U.S. dollars in 2021.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Dec 21, 2023

Key insights

Children's goods revenue in Russia
1.08tr RUB
Largest children's goods segment in Russia
Apparel
Growth in children's goods e-commerce revenue in Russia
46%
Get more insights

Editor’s Picks Current statistics on this topic

Revenue of the baby food market in Russia from 2018 to 2028 (in billion U.S. dollars)

Baby Food

Revenue of the baby food industry in Russia 2018-2028

Sales volume of baby diapers in Russia from 2016 to 2021 (in billions)

Baby Care

Baby diaper sales volume in Russia 2016-2021

Share of children's goods market in Russia in 2021, by segment

Kids & Baby Clothing

Children's products market share in Russia 2021, by category

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