In the first half of 2026, the Russian retail market for breast milk substitutes (BMS) showed moderate growth, reaching RUB 27 billion (at retail prices, including VAT), which is 3.6% higher than the value indicators for the same period in 2025. Physical consumption volumes increased by 2.2%, with 29.4 million packages of baby formula sold in January–June 2026. The key driver of qualitative market transformation is the segment of goat milk-based products, whose dynamics for several years have significantly outpaced the overall development rates of the entire BMS category. In 2025, ruble sales in this subgroup increased by 20.2%, and in the first half of 2026, growth was 11.5% in monetary terms. As a result of steady outperformance, the share of goat milk products in the overall structure of retail sales of baby formula is systematically increasing: in 2022, they accounted for 8.4%, while by Q1–Q2 2026, their share had grown more than 1.5-fold to 13.6%.

According to the "Retail Audit of FMCG Sales in Russia (total sell out)" from the analytical company RNC Pharma, traditional retail continues to play a key role in the distribution structure of goat milk-based BMS. Supermarkets and non-specialized offline retail still control the main sales volume in monetary terms, accounting for 53.8% of the market in the first half of 2026. The second most significant and most dynamic channel is e-commerce. Over the past four years, the share of the online segment in the overall sales structure has grown from 31.9% to 43.9%. At the same time, a change in leadership has occurred within the online channel itself. While several years ago the main role was played by universal marketplaces such as Ozon and Wildberries, by 2026, leadership had shifted to a specialized player — the Detsky Mir chain, which, according to our estimates, accounts for more than 13.9% of all online sales of goat milk-based baby formula. The role of the pharmacy sector in the distribution of this product category remains minimal, with the consolidated share of pharmacy chains during the analyzed period amounting to only 2.3% of the total market's monetary volume, confirming a shift in consumer interest toward mass retail and convenient online platforms.

The absolute leader in the goat milk-based baby formula category is the brand Cabrita from Hyproca Nutrition (Netherlands), which controls 44.3% of the market's monetary volume and 38.6% of its physical volume. The historical leadership in physical sales was established for the brand in 2024, while leadership in value terms was established last year. In the first half of 2026, the brand showed high dynamics, increasing ruble revenue by 32% compared to the same period last year. Second place, with a growing gap from the leader, is occupied by the New Zealand product Nanny from Dairy Goat, accounting for approximately 28% of value sales during the reporting period. In the current period, the brand is in a state of stagnation; compared to the first half of 2025, its sales decreased by 1% in rubles. The top three is rounded out by the brand Mamako, which is manufactured in Spain by Industrias Lacteas Asturianas. Compared to the first half of last year, the brand showed confident growth, particularly noticeable in physical units (+34.8% in packages), with a monetary sales increase of 18.2%.

The highest growth rate among key players was shown by the Russian brand KOZYa from Promix, whose sales compared to the first half of 2025 soared by 80% in value and 46.7% in physical terms. Other domestic products in the ranking — Nutrilak Premium from Infaprim and Bebelak from Istra-Nutrition — showed divergent trends. The fifth-ranked Nutrilak increased its ruble revenue by 72%, while Bebelak's sales decreased by 46%. The deepest decline in the category was recorded for the Turkish brand Baby Goat from Keçicik Süt Endüstrisi (-91%). A downward trend is also observed for the Czech brand Gottini from Goldim, with the decline in consumer demand affecting physical volume more strongly (-21.5% in packages) than value indicators (-1.4% in rubles).

Table. TOP-10 Brands of Goat Milk-Based Baby Formula by Monetary Sales Volume on the Russian Retail Market (including marketplaces and the FMCG channel) in Q1–Q2 2026