Children goods sector at MosHome 2024

At MosHome 2024, a new sector of children goods will be presented. Let`s look at the main trends in the children`s goods market in our article.

In 2023, the Russian children goods market, like many other sectors of the economy, adapted to changes. Consumers and market participants observed the exit of foreign brands and the emergence of new players, the growing role of online sales and marketplaces, and new models of consumer behavior.

Key statistics for 2023

According to research from NielsenIQ, sales of children пщщвы in 2022 decreased by almost 8% year-on-year. In monetary terms, there was an increase of 10.5%, which is almost 2 times lower than the average level in the FMCG market. The decrease in sales volumes was also associated with a reduction in the assortment - in 2022 it became 8% smaller.

The Association of Children Goods Industry Enterprises estimated the size of the children goods market in 2022 at 1,035 trillion rubles. In 2023, association experts predicted growth of at least 10–12%, but the dynamics will be affected by currency fluctuations. According to AIDT, Russian manufacturers occupy a little more than a third of the market, and in terms of the overall structure of children's goods, the clothing and footwear category accounts for 34% of sales, toys – 20,5%, goods for babies - 17,8% and goods for creativity and stationery - 10%.

Of course, the children goods market has a specific parameter - the birth rate. Against the background of its decline, there is also a slowdown in sales of children goods, so the growth of real consumer demand follows the demographic situation.

Trends in the children goods market

Slowing sales and reducing assortment

The trend is associated with the exit of some large foreign manufacturers of children goods from the Russian market, which led to a surge in demand in the spring of 2022. Buyers purchased children goods in store, which reduced the number of purchases in the future and led to a slowdown in dynamics. Also, the slowdown in sales was affected by the reduction in assortment: according to the INFOline agency, in the non-food segment one could talk about a decrease in sales by 20–30%, in the food products for children category sales volumes decreased to 5% in physical weight.

The emergence of private labels

After the exit of foreign brands, private labels began to appear more and more, which have already been one of the key retail trends in recent years. According to NielsenIQ, private labels in the child care category have become the second largest segment among non-food private labels and occupy 35% of the structure of cash sales. Private label growth rates reach 96,4% and are among the highest on the market.

Interest in products of Russian manufacturers

Experts from the price comparison service Price.ru analyzed online demand for 36 million children products throughout Russia for January-April 2023 and compared them with the same period a year earlier. According to the results of the study, Russian buyers began to more often look for local brands toys for children and take a more conscious approach to large purchases, being interested in goods on the secondary market.

The growth of online sales and the growing role of marketplaces

Sales and range of children's products on marketplaces are growing steadily. According to RBC Market Research, the turnover of online trade in children goods (excluding baby food) in 2022 grew to 545 billion rubles. However, as analysts note, the inflation component made a significant contribution to the result.AKIT (Online Retail Association) annually notes an increase in sales of children goods on the Internet: +36% in 2022 to 231 billion rubles. In the first half of 2023, sales growth was 17% year-on-year.

The online trading market is growing due to an increase in the number of orders through online stores and marketplaces. As market players note, from January to May 2023, the number of online stores in the children goods category increased by 11%, and in 2022, sales of children’s clothing on Ozon increased by 80%. A study by SberAnalytics experts shows that more and more buyers of children goods are moving to online stores. If in 2020 the share of sales of children's clothing and toys on the Internet was 6%, then in the period January-August 2023 it increased to 15%.

The emergence of new players

New manufacturers have begun to occupy the vacated niches, and experienced players are strengthening their positions. For example, the Detsky Mir chain, a leader in the children's goods market, now also operates as a marketplace with growth of 176% year on year. In addition to specialized children clothing stores, adult clothing brands are developing this area. Befree, LIME and others are creating or expanding their line of children clothing, and Sela has added a line of clothing for newborns and babies up to 2 years old.

In the new MosHome 2024 sector «Children Goods», manufacturers and suppliers of children goods will be able to demonstrate their products in the following subcategories:

• Products for newborns and babies
• Games and toys
• Products for hobbies, creativity and design
• Stationery
• School goods

Participation in MosHome 2024 is a unique opportunity in just a few days to find new clients, enter the Russian market or strengthen your position here, as well as evaluate competitors’ offers and better understand consumer needs.

* Sources: nielseniq.com, retail.ru, vc.ru, tass.ru, retailer.ru