Beauty and Personal Care in Georgia
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Baby and Child-Specific Products in Georgia
Growing awareness of the dangers of sun exposure drives sales of sun care
Parents prioritise baby and child-specific products and are unwilling to trade down
Intense competition as multinationals continue to lead the landscape
Low birth rates and rising price points may challenge sales
Growing awareness of sensitive skin care drives retail volume growth
Further growth for pharmacies that focus on deals and discounts
Table 10 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 15 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 16 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Georgia
Players focus on multipacks and family products, aligning with rising price sensitivity
Hand sanitisers decline as the risk of COVID-19 reduces
Colgate-Palmolive retains its leadership of bath and shower
Body wash/shower gel to drive innovative and rising demand
Retailers offer deals and discounts as local players have the opportunity to grow
Enhanced hygiene routines benefit sales across the forecast period
Table 20 Sales of Bath and Shower by Category: Value 2017-2022
Table 21 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 23 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 24 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 25 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 26 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 27 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 28 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Georgia
A return to socialising boosts growth for colour cosmetics in 2022
Rising unit prices hinder retail value sales as consumers hunt for cheaper options
L’Oréal Groupe retains its lead, offering an extensive product portfolio
Stable performance as consumers spend more time outside of the household
Social media and influencers boost the performance of colour cosmetics
Pharmacies attract consumers through exclusive brands and attractive discounts
Table 29 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 30 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 31 Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022
Table 32 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 33 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 34 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 35 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 36 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Table 37 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2022-2027
Deodorants in Georgia
A return to active lifestyles boosts retail volume sales of deodorants
Deodorant sprays offer a wide assortment but face availability issues
Unilever retains its leadership of deodorants with a wide product portfolio of mass brands
Positive growth is driven by enhanced hygiene standards and product innovation
Rising unit prices leads consumers to search for deals and discounts
Deodorant sprays remain popular, despite health challenges
Table 38 Sales of Deodorants by Category: Value 2017-2022
Table 39 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 40 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 41 NBO Company Shares of Deodorants: % Value 2018-2022
Table 42 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 43 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 44 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 45 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 46 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Georgia
The return to socialising and events boosts growth for depilatories in 2022
Hair removal services in salons challenge retail volume growth for depilatories
International players retain the lead, offering brands with positive reputations
Rising health awareness boosts the use of natural ingredients in depilatories
Rising price sensitivity and use of professional salons challenges forecast growth
Growing competition will facilitate the launch of more affordable brands
Table 47 Sales of Depilatories by Category: Value 2017-2022
Table 48 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 49 NBO Company Shares of Depilatories: % Value 2018-2022
Table 50 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 51 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 52 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in Georgia
The return of tourists to the country boosts growth in premium fragrances
Mass fragrances suffer from declining disposable incomes as consumers look to economise
Direct sellers benefit from a lack of strong competition, as Puig Rus leads
Price-sensitive consumers adapt their use of fragrances, focusing on discounts
Premium fragrances have room for growth as players focus on innovation
E-commerce will continue to play an important role
Table 53 Sales of Fragrances by Category: Value 2017-2022
Table 54 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Fragrances: % Value 2018-2022
Table 56 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 57 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 58 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 59 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 60 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Georgia
Added value, including natural ingredients, boosts retail value growth
Salon professional hair care is challenged by rising price-sensitivity
Multinationals lead hair care, as Procter & Gamble Co retains its top spot
Busy lifestyles and a rise in social occasions drives growth in hair care
Competition between retailers expands the consumer base for hair care
Innovation focuses on natural ingredients to align with consumer demands
Table 61 Sales of Hair Care by Category: Value 2017-2022
Table 62 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 63 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 64 NBO Company Shares of Hair Care: % Value 2018-2022
Table 65 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 66 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 67 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 68 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 69 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 70 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 71 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Georgia
Socialising and events drives the use of men’s grooming products in 2022
The influence of social media boosts the use of men’s grooming products
Procter & Gamble Co maintains its lead, with a strong presence in men’s shaving
Tourists boost growth in men’s grooming while price-sensitivity challenges sales
Multinational players focus on innovations aligned to skin care needs
The growing trend of facial hair challenges growth but creates opportunities
Table 72 Sales of Men’s Grooming by Category: Value 2017-2022
Table 73 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 74 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 75 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 76 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 77 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 78 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 79 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 80 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Georgia
Consumers search for competitive offers as price point becomes key
Players focus on toothbrush sales, with opportunity for growth on the landscape
Multinational players continue to dominate oral care in Georgia due to a lack of local production
Price-sensitive behaviour will see consumers trade down to save costs
Growing competition is set to widen the offer of value-added and low-cost products
Toothbrushes provide an opportunity for growth across the forecast period
Table 81 Sales of Oral Care by Category: Value 2017-2022
Table 82 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 83 Sales of Toothbrushes by Category: Value 2017-2022
Table 84 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 85 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 86 NBO Company Shares of Oral Care: % Value 2018-2022
Table 87 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 88 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 89 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 90 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 91 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Georgia
Sales are driven by rising awareness as social media highlights skin care routines
The rising number of brands available on the landscape aids retail volume growth
L’Oréal maintains its lead, offering innovative, advanced formulas
Rising awareness of the benefits of skin care drives ongoing demand
The availability of active ingredients and advanced formulas boosts retail value growth
Price sensitivity leads consumers to trade down to cheaper brands
Table 92 Sales of Skin Care by Category: Value 2017-2022
Table 93 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 94 NBO Company Shares of Skin Care: % Value 2018-2022
Table 95 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 96 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 97 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 98 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Georgia
The return to socialising and increase in tourists boosts retail volume growth
Baby and child-specific sun care fares well as parents prioritise the wellbeing of their children
Beiersdorf continues leading sun care with its trusted global brand Nivea Sun
Tourism boost sales, while SPF in skin care continues to challenge growth
Price-sensitive consumers look for discounts, unwilling to trade down
The expansion of pharmacies across the country drives the availability of sun care
Table 99 Sales of Sun Care by Category: Value 2017-2022
Table 100 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 101 Sales of Sun Care by Premium vs Mass: % Value 2017-2022
Table 102 NBO Company Shares of Sun Care: % Value 2018-2022
Table 103 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 104 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 105 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 106 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Georgia
Despite price rises, premium consumers remain loyal to premium brands
Rising tourism boosts growth for premium options in Georgia
Puig Rus strengthens its leadership of premium beauty and personal care
Retail value growth is driven by sun care, men’s grooming and colour cosmetics
E-commerce faces challenges as consumers prefer to buy in person
The economising trend sees consumers switch to dermocosmetic offerings
Table 107 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 108 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 109 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 110 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 111 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Georgia
The return to socialising and widespread discounts boosts retail volume growth
Busier lifestyles and social media trends drive consumption
Multinationals lead, offering well-known, trusted options to consumers
Tourism and increasing social occasions will drive sales of mass products
Retailers respond to price sensitivity by offering consumers frequent discounts
Consumers rising knowledge of trends and active ingredients shapes innovation
Table 113 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 114 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 115 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 116 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 117 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 118 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027