NielsenIQ: Russians bought less baby food and diapers in 2022
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In 2022, sales of baby food and hygiene products decreased in physical terms by 7.8% year-on-year, research company NielsenIQ found out. According to her, the consumption of viscous baby food (fruit and vegetable puree) decreased the most – it was bought by 20.2% less than in 2021.
The statistics take into account sales of FMCG (Fast-Moving Consumer Goods) in traditional retail and online stores. The results of the study leads RBC.
Demand fell for all key categories of baby food, including dry (it was bought by 13.3% less), ready-made drinks for children and dairy baby food (by 10.3% and 8.6%, respectively). Sales of breast milk substitutes decreased by 5.4% year-on-year. They also bought less diapers — by 8.3%, talc — by 9.6%, baby cream — by 12.1%.
At the same time, in monetary terms, sales of children’s products and children’s hygiene products increased by 10.5%. Spending on diapers increased by 17.7%, for breast milk substitutes – by 12.1%, baby milk food and drinks for children – by 10.9% and 9.8%, respectively.
The decline in baby food consumption was confirmed to RBC by its largest Russian manufacturer, Progress (FrutoNyanya brand). They said that prices were affected, in particular, by problems with the availability of raw materials and packaging associated with changes in supply chains. The company noted that some parents began to refuse a number of categories of children’s products that are not included in the mandatory diet of the child, and instead buy products presented on the “adult shelf”.
NielsenIQ informedthat overall in 2022 demand for consumer goods fell below 2014 levels. According to the company, the nominal growth of the FMCG market was 13.6%. At the same time, sales increased mainly due to rising inflation, whose contribution was 17%. Experts noted that an increase in sales was recorded only in March against the backdrop of the withdrawal of foreign FMCG brands from Russia.
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