OTC Healthcare in Georgia
Euromonitor International's OTC Healthcare 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: 94 | Publication date: Apr 2009
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- 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
Adult mouth care; Allergy care; Analgesics; Calming and sleeping products; Child-specific OTC healthcare; Cough; cold and allergy (hay fever) remedies; Digestive remedies; Ear care; Emergency contraception; Eye care; Medicated skin care; NRT Smoking cessation aids; OTC obesity; OTC statins; OTC triptans; Vitamins and dietary supplements; Wound treatments
Executive summary
Cough, cold and allergy (hay fever) remedies, analgesics and digestive remedies account for more than half of overall retail sales
In Georgia the OTC healthcare market is considered as one of the most developed in the Transcaucasian region, according to sales volumes and level of regulation. Significant demand is characteristic of almost all categories within the OTC healthcare market. Cough, cold and allergy (hay fever) remedies, analgesics and digestive remedies together cover the majority of sales in 2008. Vitamins and dietary supplements constitutes about 22% of overall retail value sales, the second by size after cough & cold and allergy (hay fever) remedies.
Cold winter and war
In 2008 there were two significant events which had an effect on the OTC healthcare market in Georgia. Firstly, an extraordinarily long cold winter and a cold beginning to spring boosted demand for cough, cold and allergy (hay fever) remedies. Next, military action in August resulted in growth in categories such as digestive remedies, medicated skin care and wound treatments. On the other hand, this was followed by humanitarian aid, which reduced sales growth in categories such as analgesics. In addition, military action caused a wave of refugees, and of course a decline in the economic situation of the majority of the population.
Decline in sales of Russian medicines
A decrease in the share of Russian medicines in the Georgian market was one further result of war with Russia. With the beginning of military action, Russia almost completely stopped transport links with Georgia, and practically implemented an embargo on exports of products into Georgia. To actually deliver goods from Russia became difficult enough, and the main factor was that it was economically not as profitable. All this caused falling of sales of Russian products in Georgia, and prompted the search by importers for alternative products from other countries. As a result, in 2008 the shares of Russian manufacturers, such as Altayvitaminy CJSC, Nizhpharm OAO and others declined.
Reduction of share of chemists/pharmacies
At the beginning of the reviewed period, almost 100% of distribution in the OTC healthcare market in Georgia was through chemists/pharmacies. However, in the last three years the situation has started to gradually change. Parapharmacies/drugstores have started to appear, which in addition to standard OTC and Rx products, offer a wide range of disposable paper products, cosmetics and toiletries and certain other products. Sales in grocery retailers of cough, cold and allergy (hay fever) remedies, adult mouth care and wound treatments have increased, and it is likely that such a trend will continue.
Years of high growth come to an end
Euromonitor expects less dynamic growth for the OTC industry over the forecast period. The strong growth in the past years propelled by an extension of the retail network and a gradual increase of Georgians disposable income is seen to slow down over the coming five years. Overall economic slowdown and stiffed relations to Russia after the war in summer 2008 are one of the major causes for the worsening conditions for the OTC industry during the years ahead.
Table of contents
OTC HEALTHCARE IN GEORGIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Cough, cold and allergy (hay fever) remedies, analgesics and digestive remedies account for more than half of overall retail sales
Cold winter and war
Decline in sales of Russian medicines
Reduction of share of chemists/pharmacies
Years of high growth come to an end
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2003-2008
Table 2 Life Expectancy at Birth 2003-2008
MARKET DATA
Table 3 Sales of OTC Healthcare by Sector: Value 2003-2008
Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2003-2008
Table 5 OTC Healthcare Company Shares by Value 2004-2008
Table 6 OTC Healthcare Brand Shares by Value 2005-2008
Table 7 Sales of OTC Healthcare by Distribution Format: % Analysis 2003-2008
Table 8 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2008
Table 9 Forecast Sales of OTC Healthcare by Sector: Value 2008-2013
Table 10 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2008-2013
APPENDIX
OTC Registration and Classification
Vitamins and Dietary Supplements Registration and Classification
Generics
Switches
DEFINITIONS
Summary 1 Research Sources
ANALGESICS
Headlines
Trends
Switches
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Analgesics by Subsector: Value 2003-2008
Table 12 Sales of Analgesics by Subsector: % Value Growth 2003-2008
Table 13 Herbal vs Standard Topical Analgesics 2003-2008
Table 14 Analgesics Company Shares by Value 2004-2008
Table 15 Analgesics Brand Shares by Value 2005-2008
Table 16 Forecast Sales of Analgesics by Subsector: Value 2008-2013
Table 17 Forecast Sales of Analgesics by Subsector: % Value Growth 2008-2013
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES
Headlines
Trends
Switches
Competitive Landscape
Prospects
Sector Data
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2003-2008
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2003-2008
Table 20 Sales of Decongestants by Type: Value 2003-2008
Table 21 Sales of Decongestants by Type: % Value Growth 2003-2008
Table 22 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2003-2008
Table 23 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2003-2008
Table 24 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008
Table 25 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008
Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008
Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013
DIGESTIVE REMEDIES
Headlines
Trends
Switches
Competitive Landscape
Prospects
Sector Data
Table 29 Sales of Digestive Remedies by Subsector: Value 2003-2008
Table 30 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008
Table 31 Herbal vs Standard Digestive Remedies 2003-2008
Table 32 Digestive Remedies Company Shares by Value 2004-2008
Table 33 Digestive Remedies Brand Shares by Value 2005-2008
Table 34 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013
Table 35 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013
MEDICATED SKIN CARE
Headlines
Trends
Switches
Competitive Landscape
Prospects
Sector Data
Table 36 Sales of Medicated Skin Care by Subsector: Value 2003-2008
Table 37 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008
Table 38 Herbal vs Standard Medicated Skin Care 2003-2008
Table 39 Medicated Skin Care Company Shares by Value 2004-2008
Table 40 Medicated Skin Care Brand Shares by Value 2005-2008
Table 41 Hair Loss Treatments Brand Shares by Value 2005-2008
Table 42 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013
Table 43 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008
Table 45 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008
Table 46 Vitamins and Dietary Supplements Company Shares by Value 2004-2008
Table 47 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008
Table 48 Vitamins Brand Shares by Value 2005-2008
Table 49 Dietary Supplements Brand Shares by Value 2005-2008
Table 50 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013
Table 51 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013
EYE CARE
Headlines
Sector Data
Table 52 Sales of Eye Care by Subsector: Value 2003-2008
Table 53 Sales of Eye Care by Subsector: % Value Growth 2003-2008
Table 54 Eye Care Company Shares by Value 2004-2008
Table 55 Eye Care Brand Shares by Value 2005-2008
Table 56 Forecast Sales of Eye Care by Subsector: Value 2008-2013
Table 57 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013
WOUND TREATMENTS
Headlines
Sector Data
Table 58 Sales of Wound Treatments by Subsector: Value 2003-2008
Table 59 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008
Table 60 Wound Treatments Company Shares by Value 2004-2008
Table 61 Wound Treatments Brand Shares by Value 2005-2008
Table 62 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013
Table 63 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013
EAR CARE
Headlines
Sector Data
Table 64 Sales of Ear Care: Value 2003-2008
Table 65 Sales of Ear Care: % Value Growth 2003-2008
Table 66 Ear Care Company Shares by Value 2004-2008
Table 67 Ear Care Brand Shares by Value 2005-2008
Table 68 Forecast Sales of Ear Care: Value 2008-2013
Table 69 Forecast Sales of Ear Care: % Value Growth 2008-2013
ADULT MOUTH CARE
Sector Data
Table 70 Sales of Adult Mouth Care: Value 2003-2008
Table 71 Sales of Adult Mouth Care: % Value Growth 2003-2008
Table 72 Adult Mouth Care Company Shares by Value 2004-2008
Table 73 Adult Mouth Care Brand Shares by Value 2005-2008
Table 74 Forecast Sales of Adult Mouth Care: Value 2008-2013
Table 75 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013
CALMING AND SLEEPING PRODUCTS
Headlines
Sector Data
Table 76 Sales of Calming and Sleeping Products: Value 2003-2008
Table 77 Sales of Calming and Sleeping Products: % Value Growth 2003-2008
Table 78 Calming and Sleeping Products Company Shares by Value 2004-2008
Table 79 Calming and Sleeping Products Brand Shares by Value 2005-2008
Table 80 Forecast Sales of Calming and Sleeping Products: Value 2008-2013
Table 81 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013
EMERGENCY CONTRACEPTION
Headlines
Sector Data
Table 82 Sales of Emergency Contraception: Value 2004-2008
Table 83 Sales of Emergency Contraception: % Value Growth 2004-2008
Table 84 Emergency Contraception Company Shares by Value 2004-2008
Table 85 Emergency Contraception Brand Shares by Value 2005-2008
Table 86 Forecast Sales of Emergency Contraception: Value 2008-2013
Table 87 Forecast Sales of Emergency Contraception: % Value Growth 2008-2013
OTC OBESITY
OTC TRIPTANS
ABC PHARMACEUTICALS LTD
Strategic Direction
Key Facts
Summary 2 ABC Pharmaceuticals Ltd: Key Facts
Company Background
Production
Competitive Positioning
BATFARMA LTD
Strategic Direction
Key Facts
Summary 3 Batfarma Ltd: Key Facts
Summary 4 Batfarma Ltd: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 5 Batfarma Ltd: Competitive Position 2008
PUBLIC PHARMACY LTD
Strategic Direction
Key Facts
Summary 6 Public Pharmacy Ltd: Key Facts
Summary 7 Public Pharmacy Ltd: Operational Indicators
Company Background
Production
Competitive Positioning