We are among the top three most popular children's goods retailers in the country – Olena Solovyova, Director of Children's Goods at Epicentr network

Olena Solovyova, Director of the Children’s Goods department at the Epicentr network, spoke about key trends in the children’s goods market, demand in the kidult and Ukrainian-made segments, as well as the growth rates of online sales and the further development strategy of the Epik network.

— How has the consumer profile and demand for children’s goods changed during the full-scale war?

— During the full-scale war, the consumer focus shifted toward basic child needs and rationality. Buyers have become more price-sensitive, seeking a balance between quality and cost. Consequently, we are recording an increase in demand for more affordable goods, while the premium segment and high-value receipts are shrinking.

Against the backdrop of rising patriotic sentiment, the share of Ukrainian-made goods is growing. In the children’s goods department, it reaches 35-50% depending on the category. This trend is particularly noticeable in sales of children’s national clothing. Thanks to a wide assortment, the sales volume of this category in the Epik network has doubled over the past two years.

Another prominent trend is the need for emotional compensation. Toys increasingly perform not just an entertainment function but also help children and families cope with stress, creating a sense of joy in everyday life. Parents seek "more useful" toys that help a child develop or overcome the effects of stress, which is especially important during the full-scale war.

It can also be noted that in recent years, kidults (from the words "kid" and "adult") have been the most active consumer segment in the toy market. These are adults (usually aged 20-40+) who maintain childhood hobbies, taking an interest in toys, animation, comics, video games, or