Sales of children’s products in Russia for 2025 decreased by 8%, according to data from the “OFD Platform”, reports “Kommersant”. Overall, the turnover of the Russian children’s goods market increased by 15% in 2025 and amounted to more than 2 trillion rubles. In the second half of 2025, the demand for baby food decreased by 12% year-on-year, while its prices rose by 44%. Similar dynamics are recorded by the T-Pay service: in the second half of the year, interest in baby food also fell by 12%, and the average price reached 241 rubles.
Other categories also became more expensive: strollers – by 28%, to 21,8 thousand rubles, toys – by 17%, to 741 rubles. Antonina Tsitsulina, President of AIDT, says that “children’s clothing accounts for about 26% of the total market revenue, and about 10% is for footwear”. In the second half of 2025, sales of children’s clothing and footwear declined at double-digit rates, add in the “OFD Platform”.
Experts attribute the decline to the continuing decline in birth rates and changes in consumer behavior. Parents are increasingly opting for savings: on “Avito”, 66% of purchases in the category of children’s goods are made on the secondary market. The company notes that resale remains the most popular format of purchases for this category.
(The Moscow Times).
