Baby and children's products in Russia - Statistics & Facts

The Russian children’s goods market with apparel and newborn products as major segments has experienced a gradual expansion in recent years. Accelerated development of e-commerce in the region stimulated online sales of such products considerably, providing strong competition for the traditional children’s goods retailers. To date, wide-profile stores make up most sales share in the market, leaving less room for specialized shops.

Segments and key market players

In 2021, toys and games accounted for the highest online shopping penetration rate of all product categories in the Russian children’s products market. The total revenues of the segment amounted to over 226 billion Russian rubles in that year. Furthermore, baby food products and hygiene and care items were among most profitable market segments. As for school-related expenditure, Russian households spent the most on laptops and private education in 2021.

Russia’s largest children’s goods retailer - Detsky Mir, which also raked first by omnichannel performance points, owned 1,119 retail outlets across Russia and the CIS region by 2021. For Korablik, another leading market player, past years have been marked with a negative trend in net profits.

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 2020, Russia also imported over 0.5 billion U.S. dollars worth of sanitary products and food preparations for babies, if counted together. Baby sanitary products was the most exported category among baby and children’s products from the country that year.



Interesting statistics

In the following 5 chapters, you will quickly find the 34 most important statistics relating to "Baby and children's products in Russia".

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