The Russian retail market for breast milk substitutes reached RUB 54.1 billion in 2025 (at retail prices, including VAT), with ruble growth of 11.3% compared to 2024. However, this growth was driven primarily by the inflationary factor, with the Laspeyres price index standing at 8.8%. Physical consumption dynamics were relatively modest: 59.7 million packages of baby formula were sold last year – an increase of just 0.7% compared to 2024. At the beginning of 2026, physical sales dynamics began to accelerate: compared to January–February 2025, sales in packages increased by 0.8% (to 9.5 million packages). However, the growth in monetary consumption slowed: in the first two months of 2026, Russians purchased baby formula worth RUB 8.8 billion, only 4.9% more than a year earlier.

The main sales volume of breast milk substitutes comes from supermarkets. Sales in non-specialized offline retail accounted for 60.9% of the market's monetary volume in 2025. Interestingly, as recently as 2022, this channel accounted for nearly 70.7%. The second most significant distribution channel is online, whose share has grown from 20.2% to 30.5% over the past three years. Notably, in addition to the major Russian marketplaces such as Ozon and Wildberries, players like Detsky Mir play a very important role in this category; according to our estimates, it accounts for more than a quarter of all online sales of baby formula. The role of pharmacies in this group is very small: in 2025, they collectively accounted for only 8.6% of the market's monetary volume, and their share is steadily declining, although not at the alarming rate observed for FMCG stores.

The consumption structure by type of baby formula is also evolving differently. The greatest growth in the category is provided by goat milk-based products, with growth rates here for the fourth consecutive year significantly outpacing consumption dynamics for other product types. In 2025, growth was recorded at 21% in rubles, and the overall share of this subgroup is increasing. In 2022, it accounted for only 8.3% of sales, but by 2025 it already accounts for 12.4%. At the same time, the share of specialized breast milk substitutes (lactose-free, hypoallergenic, anti-reflux, etc.), as well as the category of general-purpose products, is gradually declining. Nevertheless, the latter still dominate, accounting for over 74% of the total monetary sales volume in 2025.

The absolute leaders in the baby formula category are Nestlé and Danone. Together, they account for nearly 61% of the market's monetary volume and over 48% of its physical volume. The ranking of trademarks is naturally led by these companies' brands: Nan and Nutrilon, both showing relatively modest growth of 12% and 6%, respectively. The highest growth rate among leading brands is demonstrated by the Similac line from Abbott (+54% compared to 2024). However, after 2022, product sales noticeably declined, and it is now only recovering its positions. Also worthy of mention are Nutrilak from Infaprim (+29% compared to 2024), Cabrita from Hiproca Nutrition (+28%), and Hipp from Hipp Rus (+27%). All of these brands have shown consistent growth in both monetary and physical sales in recent years.

Outside the top tier, among the absolute leaders in terms of growth rates, we note new products from 2024. For example, the brand Priolak from Ham Company saw its ruble sales volume increase 158-fold in 2025, while Infani from Progress JSC (known as the manufacturer of baby food under the FrutoNyanya brand) grew 38-fold.

Table. TOP-10 Brands of Breast Milk Substitutes by Monetary Sales Volume on the Russian Retail Market (including marketplaces and the FMCG channel) in 2025