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In 2022, Russians bought almost 8% less baby food and baby hygiene products – demand was affected by lower incomes and birth rates. According to RBC, citing data from the research company NielsenIQ, during the previous crisis of 2014-2015, consumers saved money, but not on children.
Thus, the largest decrease in consumption, according to analysts, occurred in the segment of viscous baby food. Last year, it was bought by 20.2% less than a year earlier. Demand also declined for all major categories of baby food, including dry, ready-made drinks for children and dairy baby food.
Sales of breast milk substitutes fell by 5.4% year-on-year.
According to the study, in 2022, Russians bought less not only baby food, but also baby hygiene products. For example, the volume of diapers sold decreased markedly – by 8.3% year-on-year. Sales of talc fell by 9.6%, and baby cream fell by 12.1%.
The fall in sales of baby food and baby hygiene products in 2022 is explained by the desire of consumers to save money due to a decrease in real incomes and price changes, Dmitry Leonov, deputy chairman of the board of the Rusprodsoyuz association, said. Among other reasons, the expert named the departure of some Western brands from Russia, a change in the assortment and a decrease in the birth rate.
Recall that the other day, Russian President Vladimir Putin instructed the government to develop and present a set of additional measures designed to increase the birth rate and aimed at supporting families with children.
Source: Rosbalt
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