Household Care in Georgia
Euromonitor International's Household Care 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: 71 | Publication date: Feb 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Income disparity results in growing polarisation and dip in volume
There was growing income disparity in 2005. Higher inflation and consumer economic concerns resulted in declining volume sales in many areas of household care in 2005. Lower-income consumers increasingly switched to informal purchases or cut back on usage altogether. Meanwhile, higher-income consumers are becoming increasingly sophisticated in their demands, boosting the sales of value-added niches such as wipes and fine fabric detergents.
Toilet care products benefits from consumer sophistication
Toilet care products was the most dynamic in household care in 2005 and was one of the main beneficiaries of increasing sophistication amongst higher-income groups. Many new products were launched during the review period, generally receiving an enthusiastic welcome. Toilet care products that require little effort and offer additional benefits such as air freshening proved most successful, such as in-cistern devices, rim blocks and toilet care tablets.
Procter & Gamble in the lead with strong advertising
Procter & Gamble is the leading advertiser in household care in Georgia and this was reflected in the company’s leading share. Marketing is crucial to building sales in the country, with this largely being responsible for multinational players’ swift gain in share at the expense of lower-priced Turkish and Iranian players such as Baser Kimya and Paxan. Domestic players are largely absent, with only a few minor players present in bar detergents and hand dishwashing.
Independent food stores and informal sales dominate
Supermarkets/hypermarkets continued to gain prominence in Georgian retailing during the review period and thus more than doubled its value share in household care. However, supermarkets/hypermarkets remains largely urban and mainly appeals to higher-income consumers. Retail sales continue to be dominated by independent food stores, while informal sales remain high.
Greater sophistication and decline in informal sales to drive future growth
Good growth is expected for household care during the forecast period. The government is planning to dramatically reduce corruption and informal sales, resulting in many lower-income consumers trading up to retail purchases of basic household care. Meanwhile, more affluent consumers will become increasingly sophisticated and drive up sales of value-added niches in household care, with growing product awareness underpinned by the widening presence of supermarkets/hypermarkets. Surface care will consequently be the most dynamic in household care during the forecast period, being driven up by higher-income consumers’ enthusiasm for task-specific products and wipes.
Table of contents
HOUSEHOLD CARE IN GEORGIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Income disparity results in growing polarisation and dip in volume
Toilet care products benefits from consumer sophistication
Procter & Gamble in the lead with strong advertising
Independent food stores and informal sales dominate
Greater sophistication and decline in informal sales to drive future growth
KEY TRENDS AND DEVELOPMENTS
Low incomes and informal sales constrain growth
Informal sales still strong but chained retail emerging
MARKET INDICATORS
Table 1 Households 2000-2005
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Laundry Care by Subsector: Value 2000-2005
Table 11 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 12 Laundry Care Company Shares 2001-2005
Table 13 Laundry Care Brand Shares 2002-2005
Table 14 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 15 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 16 Sales of Laundry Detergents by Type: Value 2000-2005
Table 17 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 18 Laundry Detergents Company Shares 2001-2005
Table 19 Laundry Detergents Brand Shares 2002-2005
DISHWASHING
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 20 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 21 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 22 Dishwashing Products Company Shares 2001-2005
Table 23 Dishwashing Products Brand Shares 2002-2005
Table 24 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 25 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 26 Sales of Surface Care by Subsector: Value 2000-2005
Table 27 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 28 Surface Care Company Shares 2001-2005
Table 29 Surface Care Brand Shares 2002-2005
Table 30 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 31 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
Table 32 Sales of Wipes by Type: Value 2000-2005
Table 33 Sales of Wipes by Type: % Value Growth 2000-2005
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 34 Sales of Chlorine Bleach: Value 2000-2005
Table 35 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 36 Chlorine Bleach Company Shares 2001-2005
Table 37 Chlorine Bleach Brand Shares 2002-2005
Table 38 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 39 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 40 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 41 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 42 Toilet Care Products Company Shares 2001-2005
Table 43 Toilet Care Products Brand Shares 2002-2005
Table 44 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 45 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 46 Sales of Polishes by Subsector: Value 2000-2005
Table 47 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 48 Polishes Company Shares 2001-2005
Table 49 Polishes Brand Shares 2002-2005
Table 50 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 51 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Sales of Air Care by Subsector: Value 2000-2005
Table 53 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 54 Air Care Company Shares 2001-2005
Table 55 Air Care Brand Shares 2002-2005
Table 56 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 57 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 58 Sales of Insecticides by Subsector: Value 2000-2005
Table 59 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 60 Insecticides Company Shares 2001-2005
Table 61 Insecticides Brand Shares 2002-2005
Table 62 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 63 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
CIGIR KIMYA AS
Strategic Direction
Key Facts
Summary 1 Cigir Kimya AS: Key Facts
Company Background
Production
Competitive Positioning
Summary 2 Cigir Kimya AS: Competitive Position 2005
EUREKA HELLAS SA
Strategic Direction
Key Facts
Summary 3 Eureka Hellas SA: Key Facts
Summary 4 Eureka Hellas SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 5 Eureka Hellas SA: Competitive Position 2005
NEFIS COSMETICS OAO
Strategic Direction
Key Facts
Summary 6 Nefis Cosmetics OAO: Key Facts
Summary 7 Nefis Cosmetics OAO: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 8 Nefis Cosmetics OAO: Competitive Position 2005
DEFINITIONS