Analysis of the representation of private label children’s goods

The retail sector is actively developing its private label in various product categories. The article is devoted to the issues of the representation of private label children's goods by studying the assortment policy in this direction of such retailers as Detsky Mir, Magnit, Lenta, Yandex Market. The author notes a fairly wide list of categories of private label products for children, including care and hygiene products, clothing, toys, strollers, car seats, furniture, bicycles, scooters and creative goods. The paper provides data according to which, today, the category of child care and hygiene, in particular diapers produced under its own brand, is gaining special relevance and positive growth dynamics.