Cosmetics And Toiletries in Georgia
Euromonitor International's Cosmetics And Toiletries in Georgia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 12 | Publication date: Sep 2006
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Executive summary
Stable growth after the initial boom
The cosmetics and toiletries market showed substantial growth with an average of 13% year on year from 2002 to 2005 – having reached a peak in 2003 with a record 21% growth (on 2002). This can be attributed to the consumer driven improvement of services, the opening of new shops, and extended distribution networks. Although a slower growth rate is indicated from 2006, increasing consumer purchasing power and the development of new market niches indicates opportunities in the market.
Multinationals dominate the market
The main feature of the Georgian cosmetics and toiletries market is the near total absence of local manufacturers, with the market almost totally filled with imported goods. However, very few of these multinationals have representative offices in Georgia, rather, most of them have links with local importers and distributors.
By the end of 2005, the market was already divided amongst existing players including Russian firms that had become much more active. However, the market is still developing and there is an increase in the purchasing power of the consumer, which, together with the transition to more civilised forms of trade as opposed to the dominance of outdoor markets, and with less black/grey market activity provides a platform for a growing cosmetics and toiletries market in the short to medium term.
Distribution networks lead the way
Seven to eight companies supervise 70-80% of the total of cosmetics and toiletries market in Georgia. And it is necessary to note that the same companies are engaged in the distribution activity. They import and also distribute goods to shops and places of sales that are common to many commodity sectors in Georgia. These large importation and distribution companies either engage exclusively in the importing and wholesaling of products, or alternatively engage additionally in retail trade. A new tendency for networks of shops is to open their own beauty salons which introduces the retail store concept as well as a means to popularise selective series of cosmetics and toiletries.
Premium and mass products both in demand
Due to the introduction of improved distribution networks and specialised boutiques, sales of premium brand fragrances are replacing the past popularity of mass product fragrances, and sales steadily increased by double-digit figures in 2005. This was as a result of the leading companies originally focusing on the premium brands – but now, having captured practically the whole spectrum of premium fragrances, they are again expanding into the mass products arena.
Table of contents
COSMETICS AND TOILETRIES IN GEORGIA : MARKET INSIGHT
1. EXECUTIVE SUMMARY
2. COSMETICS AND TOILETRIES SALES
2.1 Market Performance
Table 1 Retail Sales of Cosmetics and Toiletries by Sector: Value 2000-2005
Table 2 Retail Sales of Cosmetics and Toiletries by Sector: % Value Growth 2000-2005
2.2 Competitive Environment
Table 3 Cosmetics and Toiletries Company Shares by Retail Value 2000-2004
Table 4 Cosmetics and Toiletries Brand Shares by Retail Value 2001-2004
2.3 Leading Company Profile: Geostar Ltd
Summary 1 Geostar Ltd: Operational Indicators 2004
2.4 Leading Company Profile: Oriflame Georgia Ltd
Summary 2 Oriflame Georgia Ltd: Operational Indicators 2004
2.5 Leading Company Profile: Style Ltd
Summary 3 Style Ltd: Operational Indicators 2004
2.6 New Product Launches
Summary 4 Major New Product Launches 2004-2005
2.7 Retail Distribution
Table 5 Retail Sales of Cosmetics and Toiletries by Distribution Format:% Analysis 2000/2005
Table 6 Retail Sales of Cosmetics and Toiletries by Sector and by Distribution Format:% Analysis 2005
2.8 Retailer Activity and Private Label Trends
2.9 Forecast Market Performance
Table 7 Forecast Retail Sales of Cosmetics and Toiletries by Sector: Value 2005-2010
Table 8 Forecast Retail Sales of Cosmetics and Toiletries by Sector: % Value Growth 2005-2010
3. DEFINITIONS