Detsky Mir Expansion Strategy

Gaining market share in baby food and diapers segments detsky mir Baby food sales by channel in Russia 39% 59% 54% 56% 13,4% 14,4% 15,5% +1.5x 17,2% 16,4% 19,2% 11,0% 8,8% 7,4% 4,4% 5,7% 3,2% Detsky Mir's market share growth 23,8% 24,1% 24,5% 23,7% 22,5% 22,3% over 4 years 17,5% 16,0% 15,3% 14,7% 15,5% 13,9% Supermarkets ■Hypermarkets 34,4% 36,7% 37,3% 40,0% 39,8% 41,4% Minimarkets Specialised stores Detsky Mir Online market share, % 2017 2018 2019 2020 5m 2020 5m 2021 Diapers sales by channel in Russia 51% 64% 61% 59% 22,1% 26,1% +1.8x 29,7% 34,7% 32,5% 39,2% 17,8% Detsky Mir's market share growth 17,7% 13,8% 7,9% 9,6% 5,8% over 4 years 22,9% 21,6% 22,6% 24,2% 23,9% 24,0% ■Supermarkets Hypermarkets 22,1% 20,1% 18,3% 16,5% 17,8% 14,1% Minimarkets ■Specialised stores 15,0% 14,5% 15,5% 16,6% 16,3% 16,9% Detsky Mir Online market share, % 2017 2018 2019 2020 5m 2020 5m 2021 Source: Nielsen 40

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