Key Facts
- ✓ The total turnover of the Russian children's goods market reached over 2 trillion rubles in 2025.
- ✓ Sales of children's food, clothing, and footwear decreased despite the sector's overall 15% growth.
- ✓ A general decline in the fashion sector contributed to the downturn in children's apparel sales.
- ✓ Russian consumers are increasingly opting to purchase second-hand children's items to save money.
- ✓ Falling birth rates have reduced the consumer base for products aimed at young children.
Market Paradox
The Russian market for children's goods presented a complex picture in 2025. While the sector's overall turnover grew significantly, specific categories faced unexpected headwinds. This divergence highlights shifting consumer priorities and demographic trends.
According to recent data, the total market volume expanded by 15%, surpassing the 2 trillion ruble mark. However, beneath this headline figure lies a story of changing consumption patterns that affected traditional staples of the industry.
Winners and Losers
The aggregate growth figure masks a sharp divide between market segments. While the broader industry expanded, several key categories saw their sales volumes contract. The most notable declines occurred in essential goods for the youngest consumers.
The following sectors were most affected by the downturn:
- Children's food products
- Clothing for toddlers and young children
- Children's footwear
These declines stand in stark contrast to the sector's overall positive dynamics, indicating a fundamental shift in how parents allocate their budgets for child-rearing expenses.
Demographic & Fashion Trends
Two primary factors are driving the contraction in these specific segments. First, the general sales slump in the fashion industry has extended its reach to children's apparel. Second, and perhaps more critically, is the ongoing decline in birth rates, which directly reduces the size of the target consumer base for these goods.
As the pool of potential customers shrinks, demand for products catering to infants and young children naturally wanes. This demographic pressure combines with broader economic caution to reshape the market landscape.
The Rise of Second-Hand
A significant behavioral shift is occurring among Russian consumers: the move toward the secondary market. In an effort to optimize household expenses, parents are increasingly turning to pre-owned goods for their children.
This trend is particularly pronounced in categories like clothing and footwear, where items are often outgrown long before they are worn out. The preference for second-hand items represents a direct challenge to new product sales in these categories, forcing retailers to adapt their strategies to a more price-sensitive audience.
Key Takeaways
The 2025 data paints a picture of a market in transition. The headline growth of 15% to over 2 trillion rubles is impressive, but the underlying trends suggest a restructuring of consumer demand.
Businesses operating in the children's goods sector now face a dual challenge: navigating a difficult demographic climate while competing with a growing second-hand economy. Success will likely depend on adaptability and a keen understanding of the modern, cost-conscious parent.
