Segments and key market players

In 2020, toys and games accounted for the highest online shopping penetration rate of all product categories in the Russian children’s products market, with aggregate sales value amounting to over 200 billion Russian rubles over that year. Baby food, along with hygiene and care products reported as one of the most profitable segments. 2020 was also marked with the historic maximum for average household expenditure on school year shopping, with the school uniform being the priciest item.

Russia’s largest children’s goods retailer Detsky Mir, which also generated more than half of online market sales, owned 868 retail outlets across Russia and the CIS region by 2020. For Korablik, which is one of the key market players, past years have been marked with a negative trend in net profits. Dochki -Sinochki, on the other hand, reported improved results for 2019, accounting for 1.9 million Russian rubles in revenues. As for parental preferences in Russia, quality was the most important feature for food, apparel, and toys. However the use of natural materials was decisive to less than half of the parents surveyed.

International trade

As for international trade, import flows of baby and children’s goods in the country exceeded export volume for every product category in this market. Toys were the most imported good for children in Russia, with a projected import value of over 1.2 billion U.S. dollars for 2020. During 2019, Russia also imported over 0.7 billion U.S. dollars worth of sanitary products and food preparations for babies, if counted together. Baby sanitary products were the leading export commodities among baby and children’s products from the country that year.



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