Demand for children’s products remains strong: the “Antoshka” chain reported growth in 2025
30 March 13:44
The “Antoshka” chain of children’s stores reported an 8% increase in sales in hryvnia terms for 2025 compared to 2024, despite the challenging demographic situation and the war. This was stated in a comment "Komersant Ukrainian".
At the same time, in foreign currency terms, the figure was slightly lower—a 0.6% decline in euros—which the company attributes to exchange rate fluctuations.
The company emphasizes that it is more accurate to assess business dynamics in hryvnia, as this most accurately reflects the real state of the Ukrainian market and consumption.
The chain also highlighted objective factors affecting the children’s goods market in Ukraine. Specifically, these include a decline in the birth rate, as well as the fact that a significant number of families with children have left the country due to the full-scale war.
Despite this, the company reports stable demand in the children’s goods segment and the market’s gradual adaptation to wartime conditions.
“Our results indicate stable demand in the children’s segment and its adaptation to current conditions.
We would like to note separately that even amid a full-scale war, the ‘Antoshka’ chain continues to grow: we are opening new stores, creating jobs, and investing in Ukraine’s economy,” said the chain’s executive director.
Gradus Research Data for 2025
According to a study by Gradus Research, the shopping behavior of Ukrainians in 2025 has undergone significant changes. In particular, Ukrainians are adapting to prolonged stress and, under the influence of the war, have shifted their priorities when shopping.
Consumers are increasingly prioritizing price over brand, and impulse purchases are once again becoming part of daily life, the studyshows .
Additionally, researchers noted that “spontaneous purchases are making a comeback.” While this trend nearly disappeared at the start of the full-scale invasion, by 2025 the share of impulse purchases had risen to 21%. And this figure is even higher among young people.
As for the structure of spending, it has also changed. Ukrainians have significantly increased their spending on food, utilities, and medicine.
Read us on Telegram: important topics – without censorship
As reported by
