This document discusses how non-food categories can be an important business driver for Russian retailers. It outlines three key ways for retailers to leverage non-food categories: 1) Improve the shopping experience for beauty categories to attract existing shoppers, 2) Launch innovative new non-food products to attract new shoppers, and 3) Target young families with children who spend more on items like diapers and baby products. Specific recommendations include co-marketing programs, improving the beauty department environment, promoting new product launches, and focusing on baby diapers as a destination category.