Omni-channel Growth and Financial Performance

Gaining market share in baby food and diapers segments detsky mir Baby food sales by channel in Russia 13.4% 14.4% 15.5% 17.2% 19.0% +1.4x 11.0% 8.8% 7.4% 4.4% 3.4% Detsky Mir's market share growth 23.8% 24.1% 24.5% 23.7% 22.4% over 4 years 17.5% 16.0% 15.3% 14.7% 13.2% Supermarkets Hypermarkets 34.4% 36.7% 37.3% 40.0% 41.9% Minimarkets ■Specialised stores Detsky Mir 2017 2018 2019 2020 2021 Diapers sales by channel in Russia 22.1% 26.1% 29.7% +1.8x 34.7% 39.3% 17.8% Detsky Mir's market share growth 17.7% 13.8% 7.9% 3.1% over 4 years 22.9% 21.6% 22.6% 24.2% 25.2% Supermarkets ■Hypermarkets 22.1% 20.1% 18.3% 16.5% 13.4% Minimarkets Specialised stores 15.0% 14.5% 15.5% 16.6% 19.0% Detsky Mir 2017 2018 2019 2020 2021 Source: Nielsen 42

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