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: 79 | Publication date: Jun 2008
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
Doubling of sales over the review period
The Georgian household care products market is not one of the most rapidly developing ones. Its growth is rather moderate but stable. This is mainly because household care products consists mostly of products that are traditional in Georgia, and all categories are well developed and consumption is not growing fast anymore. The relatively slow rise of prices, in comparison with other Georgian consumer markets, does not promote fast growth either.
Growth of demand for specialised products
In the early part of the review period and before, for household care products in Georgia there was a strongly pronounced tendency for consumers to buy one product to serve multiple purposes. On one hand this was caused by economic factors (while buying one product, consumers realised several purposes at once); on the other hand, by the low awareness of the population about specialised household care products and their especial advantages. In other words, there was no corresponding culture of consumption. In the last two years of the review period, these tendencies started to change gradually. More and more advertising articles and transfers are appearing, and consumers are increasingly developing their understanding of the advantages of specialized household care products, which, in turn, will cause growth in their consumption.
Stronger competitive environment
The review period brought many innovations to household care products in Georgia. There were new products and brands and certainly new players. However, the traditional leading companies in this market have not been wasting their time. Rivalry with The Procter & Gamble Co (as it had serious problems in Georgia in 2007) is getting stronger every year. Other companies are active as well, such as Henkel KGaA and Baser Kimya Sanayii ve Tic SA. Advertising support of production is increasing. In general, the competition in household care products in Georgia is becoming more and more rigid, and this tendency will become even stronger in the future.
Sales in convenience stores achieve the fastest growth
The overwhelming share of sales of household care products in Georgia is accounted for by grocery retailers, and more than half of all products are sold through independent small grocers. However, the shares of supermarkets/hypermarkets and convenience stores have considerably grown. At the beginning of the review period, in Georgia there was a boom of supermarkets/hypermarkets (this was felt especially in the capital, Tbilisi). In 2007, the same boom was seen for convenience stores. Therefore, the value share of convenience stores experienced the fastest growth rate.
Increase in rates of growth
After the severe economic recession of the 1990s, many branches of the economy (especially retail trade) experienced high growth rates in the review period. This is not surprising, as these areas had to grow practically from zero. And the Georgian market of household care products was not an exception either. It is particularly interesting that household care products as managed to keep a positive rate of growth and, unlike many other markets, the predicted growth rate over the forecast period is expected to be considerably higher than over the review period.
Table of contents
HOUSEHOLD CARE IN GEORGIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Doubling of sales over the review period
Growth of demand for specialised products
Stronger competitive environment
Sales in convenience stores achieve the fastest growth
Increase in rates of growth
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Summary Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 10 Household Penetration of Washing Machines 2002-2007
Ssector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Laundry Aids Company Shares 2003-2007
Table 22 Laundry Aids Brand Shares 2004-2007
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 25 Household Penetration of Dishwashers 2002-2007
Sector Data
Table 26 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 27 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 28 Dishwashing Products Company Shares 2003-2007
Table 29 Dishwashing Products Brand Shares 2004-2007
Table 30 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Surface Care by Subsector: Value 2002-2007
Table 33 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 34 Sales of Wipes by Type: Value 2002-2007
Table 35 Sales of Wipes by Type: % Value Growth 2002-2007
Table 36 Surface Care Company Shares 2003-2007
Table 37 Surface Care Brand Shares 2004-2007
Table 38 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 40 Sales of Chlorine Bleach: Value 2002-2007
Table 41 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 42 Chlorine Bleach Company Shares 2003-2007
Table 43 Chlorine Bleach Brand Shares 2004-2007
Table 44 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 46 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 48 Toilet Care Products Company Shares 2003-2007
Table 49 Toilet Care Products Brand Shares 2004-2007
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Sales of Polishes by Subsector: Value 2002-2007
Table 53 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 54 Polishes Company Shares 2003-2007
Table 55 Polishes Brand Shares 2004-2007
Table 56 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 58 Sales of Air Care by Subsector: Value 2002-2007
Table 59 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 60 Air Care Company Shares 2003-2007
Table 61 Air Care Brand Shares 2004-2007
Table 62 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 63 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 64 Sales of Insecticides by Subsector: Value 2002-2007
Table 65 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 66 Insecticides Company Shares 2003-2007
Table 67 Insecticides Brand Shares 2004-2007
Table 68 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 69 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
DIPLOMAT HOLDING LTD
Strategic Direction
Key Facts
Summary 2 Diplomat Holding Ltd: Key Facts
Summary 3 Diplomat Holding Ltd: Operational Indicators 2005-2007
Company Background
Prodution
Competitive Positioning
Summary 4 Diplomat Holding Ltd: Competitive Position 2007
IG DISTRIBUTION LTD
Strategic Direction
Key Facts
Summary 5 IG Distribution Ltd: Key Facts
Summary 6 IG Distribution Ltd: Operational Indicators 2006-2007
Company Background
Production
Competitive Positioning
Summary 7 IG Distribution Ltd: Competitive Position 2007
SHARM TRADING LTD
Strategic Direction
Key Facts
Summary 8 Sharm Trading Ltd: Key Facts
Summary 9 Sharm Trading Ltd: Operational Indicators 2005-2007
Company Background
Prodution
Competitive Positioning
Summary 10 Sharm Trading Ltd: Competitive Position 2007