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Country Report

Confectionery in Georgia

| Pages: 61

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • The major trend in 2013 was intense competition between domestic and international players. Companies are competing through marketing tools and activities, for example lowering prices at the expense of product volume reduction. In general, the pricing strategy companies are using contributes to affordability of more expensive standard-priced products. As a result, the difference between more expensive and lower-price standard chocolate products reduced somewhat, so consumers gave greater preference to more expensive standard chocolate products.

COMPETITIVE LANDSCAPE

  • Over 2012-2013 sales leaders in the category were Barambo Ltd with a 22% value share through its Barambo brand. It was followed by Kraft Foods Inc with Korona and Alpen Gold, while in third place was Mars Inc with Mars, Bounty, Dove, M&M’s, Milky Way, Snickers and Twix; these companies held value shares of 13% and 12% respectively in 2013. Barambo Ltd leads due to active creative advertising, well developed distribution, competitive prices and product quality. Barambo annually offers novelties within the category in order to attract consumers with different requirements, and is widening its product range. Brands of Mars Inc and Kraft Foods Inc gained popularity on the Georgian market due to many years of promotion.

PROSPECTS

  • As the chocolate confectionery category is close to maturity, over the forecast period prices will stabilise. Players will be more interested in investing in the development of their existing products to retain target consumers’ loyalty, rather than using marketing tools to grab share from their competitors. Thus the competition level will be more moderate as all niches will be covered.

Gum

TRENDS

  • 2013 continued the trend of previous years, as in Georgia gum import volume gradually decreased in line with general gum consumption. The reason for this could be a slight shift in consumers’ buying behaviour towards gum replacement products, such as breath freshener confectionary products and sprays. Also, the number of imported brands represented in the gum category is decreasing – this is explained by gradually disappearing Turkish and other cheap brands, which were highly visible on shelves five to 10 years ago. This is reasoned by shifting consumer interest towards higher-priced products offering innovations in packaging and taste.

COMPETITIVE LANDSCAPE

  • In 2012/2012 sales were led by William Wrigley Jr Co, holding a 55% value share with its brands Orbit, Orbit Professional, Doublemint, Juicy Fruit, Spearmint, Eclipse and Hubba Bubba. It was followed by Cadbury Plc with Dirol and Stimorol, holding a 31% value share of total gum sales. Perfetti Van Melle Group was third with 9%, offering the Mentos brand. These brands benefit from a high level of consumer awareness and popularity, with active advertising support, wide distribution and, accordingly, a strong presence. Wrigley’s and Dirol have a longstanding presence in the Georgian market, and refresh their image by launching strong marketing campaigns and advertising activities in order to maintain consumer loyalty. They also continuously introduce novelties to the category.

PROSPECTS

  • Over the forecast period, in line with the improvement of economic conditions, consumers will be more interested in trading up to healthier gum types, such as sugar-free and functional gum. Functional gum is expected to see the introduction of tooth-whitening gum products. These categories are expected to be more inclined towards future development and product range expansion.

Sugar Confectionery

TRENDS

  • In 2013 the major trend was a slight shift in consumer confectionery buying behaviour. Consumers were gradually starting to shift towards higher-priced chocolate confectionery products, as the country’s economic level has improved remarkably since the crisis period, with disposable income levels increasing accordingly. By 2013 sugar confectionery was mostly consumed by relatively low income households, and frequently purchased for children. Chocolate confectionery has also widened its products range by launching more Lenten chocolates, thus consumers who were substituting chocolate with sugar confectionery began buying Lenten chocolates.

COMPETITIVE LANDSCAPE

  • In 2013 sales leaders were Barambo Ltd holding 19% value share of total sugar confectionery sales, Roshen Kondyterska Korporatsia with an 18% value share, and Obiedinenye Konditery (8%). Barambo Ltd, offering the Barambo brand, is establishing itself as the leader within category, through strong promotional and social activities, marketing campaigns, excellent distribution, a well-established image and high-quality production. Additionally, Barambo provides products at competitive prices and puts significant pressure on imported brands, which allowed Barambo to increase value share over 2012-2013. Ukrainian Roshen and Russian brand Obiedinenye Konditery are competing within sugar confectionary by offering relatively low prices and benefiting from highly positive brand image.

PROSPECTS

  • It is expected that local manufacturers will expand their product ranges in almost all niches of sugar confectionery, which will increase competition between players. The main local manufacturers currently offer only caramel type products, but can expand production through gums, jellies and chews, toffees and lollipops. They could increase share by covering more categories, and offering products at relatively lower price than imported goods.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Georgia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Georgia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Georgia?
  • What are the major brands in Georgia?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Confectionery in Georgia - Category Analysis

CHOCOLATE CONFECTIONERY IN GEORGIA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018

GUM IN GEORGIA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2008-2013
  • Table 14 Sales of Gum by Category: Value 2008-2013
  • Table 15 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 17 NBO Company Shares of Gum: % Value 2009-2013
  • Table 18 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 19 Distribution of Gum by Format: % Value 2008-2013
  • Table 20 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 21 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2013-2018

SUGAR CONFECTIONERY IN GEORGIA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 25 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018
  • Summary 1 Other Sugar Confectionery: Product Types

Confectionery in Georgia - Company Profiles

Barambo Ltd in Packaged Food (Georgia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Barambo Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Barambo Ltd: Competitive Position 2013

Packaged Food in Georgia - Industry Context

EXECUTIVE SUMMARY

Growth rates stabilise in line with economic recovery

Increased demand for quality production

Increasing shares of local manufacturers

Popularisation of modern grocery retailers

Economic growth rate stabilisation

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 51 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 61 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 71 Sales of Packaged Food by Category: Value 2008-2013
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 74 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 75 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 77 Penetration of Private Label by Category: % Value 2008-2013
  • Table 78 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 79 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 4 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Alfajores
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Type

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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