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.
