Baby Food Sales Drop in Omsk Region: Key Reasons

In Russia, baby food is being purchased less frequently, but the price of this product continues to rise. According to analysts« data provided by Kommersant, in the second half of 2025, it became more expensive by 44%. The situation in Omsk Region confirms this trend.

According to representatives of local retail, over the past year, sales of baby food in our region have also fallen — by approximately 10–12%. As Irina Kropotina, commercial director of the Nizkotsen chain, told NGS55.RU, there are several reasons for this.

«It»s important to understand that we are a district retailer, and the situation in the city might be different. We attribute the decline in sales to there being fewer children. Possibly, they have migrated to cities or other regions. And certainly, the birth rate in villages is lower than in cities. The second point we associate this with is a partial shift to natural food. Feeding a child with baby food has become expensive.«

Increasingly, residents of the region are abandoning regular purchases, opting only for promotional items, and stores simply stop ordering products that are price-inaccessible.

The third and, in retailers« opinion, key reason is the mass shift of customers to online. Marketplaces with delivery even to remote villages offer greater selection and convenience.

«Because of this, not only sales of food suffer, but the entire children»s segment: diapers, cosmetics, toys.«

As for prices, offline stores try to restrain sharp increases, but this is becoming increasingly difficult.

«We try to maintain the same price. If a product becomes more expensive, and we understand that it is inaccessible to our customer, then we remove it from sale. Either we replace it with more affordable alternatives, or we sell it only on promotion. Therefore, it»s difficult to assess how much food has become more expensive in the region.«

At the end of last year, entrepreneur Viktor Shkurenko told NGS55.RU about the results of 2025: trade, VAT increase, budget deficit, and the fate of small business.