Section: "Children's Goods"

In 2024, the growth of the children's goods market could reach 12%, experts predict

Experts from the Association of Children's Goods Industry Enterprises forecast a 12% growth in the children's goods market, which is comparable to the dynamics of 2023, when the growth was 13% — up to 1.174 trillion rubles. Experts also note that the inflation factor influences the increase in market volumes in monetary terms.

The share of local manufacturers barely reaches 10%. At the same time, domestic companies were unable to compensate for the departure of famous Western brands due to parallel imports, as well as a large number of Chinese goods, especially on marketplaces.

Of course, demographic trends also influence the Russian market of children's goods. Experts note the growth of the market of goods for teenagers and the reduction of the market of goods and services for newborns.

In the market structure, more than 20% falls on the segment of children's games and toys, but by the end of 2023, its volume grew by only 9%.

Key trends in the home appliances market include:

// Most buyers combine online and offline shopping. According to a study by Roskachestvo and the Detsky Mir chain of stores, 45% of respondents choose marketplaces to buy children's goods, and 42% choose offline retail stores. At the same time, 57% said that they are not used to buying children's goods for children online because they cannot familiarize themselves with the properties of the product before buying. At the same time, buyers are becoming increasingly interested in children's goods under their own brands. According to the Pyaterochka chain of stores, every fourth buyer prefers this category.
// Increase in the share of online sales. Analysts at the MegaMarket marketplace note a 1.5-fold increase in online purchases of children's goods from January to October 2024. "Clothing and footwear" is one of the three most popular categories of goods for children, sales of children's toys have doubled, and demand for children's books has grown by 166%.
// Trend for natural materials and laconic design. MegaMarket analysts note the growth of buyers' interest in things with laconic design, as well as natural materials in clothing. Speaking about toys and educational games, parents prefer electronic toys - interactive pets, children's gadgets and much more. According to experts, parents pay special attention to the environmental friendliness and multifunctionality of goods.

At the MosHome 2025 exhibition, participants will present their products in the Children's Goods section in the following subcategories:

// Products for newborns and infants
// Games and toys
// Hobby, creative and design products
// Stationery
// School supplies

A visit to the exhibition will also allow you to get acquainted with a wide range of consumer goods in 10 thematic sectors . In 2024, more than 700 participants presented their products .