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Country Report

Georgia Flag Confectionery in Georgia

| Pages: 38

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Chocolate confectionery current value growth of 6% in 2015 was higher than the review period CAGR of 5%. Due to active marketing campaigns, chocolate is increasingly associated with numerous holiday celebrations, with Georgians increasing consumption of products in this area significantly. Moreover, attractive wrappings and packages of chocolate confectionery make products in this area a good gift idea. Sales are also being boosted by domestic companies as they produce dairy free chocolate confectionery products, which are highly consumed during religious fasts.

COMPETITIVE LANDSCAPE

  • Domestic company Barambo led sales in 2015, recording a value share of 20% and sales of GEL72 million. The company was established in 2009 and since 2010 it has taken over leadership from Mars Inc., which led sales in the area for several years. Barambo has one of the best distribution chains and highest levels of shelf coverage in supermarkets. The company focuses on the local market by meeting the taste preferences of Georgian consumers. To stay number one, Barambo actively invests in product development and regularly updates its already rich product portfolio.

PROSPECTS

  • Chocolate confectionery will continue to record steady growth over the forecast period, albeit at a lower rate than during the review period (3% vs. 5%). This drop in growth will be due to inflation and the fact that customers are trading down to more affordable products while increasing health awareness is another important factor impacting the development of the category. Many Georgians have started to pay more attention to weight issues and are opting for healthier lifestyles and a balanced diet – a development which is reducing consumption of sweets.

Gum

TRENDS

  • Despite being a more or less mature area, gum recorded strong current value growth of 6% in 2015 - an improvement from the review period CAGR of 5%. Due to affordable unit prices, gum is resistant to any change in income levels. In addition, the strengthening perception of chewing gum as being beneficial to dental care as a result of various marketing campaigns is also positively impacting sales.

COMPETITIVE LANDSCAPE

  • Wrigley led gum sales in 2015, recording a value share of 56% and sales of GEL15 million. The company is present through numerous brands and has the broadest possible assortment of products. As a result, Wrigley has ranked first since 2009. Orbit is Wrigley’s leading gum brand and accounted for 19% of total gum value sales in 2015. Cadbury ranked second with a value share of 33% and sales of GEL9 million in 2015. Almost all of the company’s value share is derived from its Dirol brand which, like Orbit, has a long presence on the Georgian market and enjoys high brand awareness. These companies are maintaining their leading positions due to optimum product display and placement and regular portfolio updates. In addition, they also benefit from strong distribution as their products are available via all retail channels.

PROSPECTS

  • Gum has a projected forecast period constant 2015 price value CAGR of 5%, with sales set to reach GEL34 million by 2020. Established consumption habits, the expansion of distribution channels and stable unit prices will ensure that the area continues to develop sustainably over the coming years.

Sugar Confectionery

TRENDS

  • Sugar confectionery is a highly developed area in Georgia with a long history of consumption. The most popular products in this area are boiled sweets, especially in barberry and mint flavours. Indeed, boiled sweets accounted for some 40% of total sugar confectionery value sales in 2015. Due to the expansion of celebratory traditions and successful domestic manufacturing, sugar confectionery value growth in 2015 exceeded previous growth rates.

COMPETITIVE LANDSCAPE

  • Domestic manufacturer Barambo led sugar confectionery in 2015 with a value share of 19% and sales of GEL47 million. The company offers a wide range of affordably priced sugar confectionery products and Barambo managed to earn a high level of trust among consumers in a short period of time by offering good quality products. In addition, the company also benefits from meeting customers’ taste and flavour preferences.

PROSPECTS

  • Sugar confectionery has a projected forecast period constant 2015 price value CAGR of 3% - a decline from the review period CAGR of 5%. Growth will be slower over the coming years as the area has already reached some level of saturation. Consumer habits are also expected to change in the near future as health concerns rise among Georgians, thus resulting in a reduction in sweet consumption. Medicated confectionery will continue to lead growth, with the area having a projected constant 2015 price value CAGR of 5%.

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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

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2010-2015
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2010-2015
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2010-2015
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2010-2015
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2011-2015
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2012-2015
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2010-2015
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2015-2020
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2015-2020
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2015-2020
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2015-2020

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Sugar Confectionery by Category: Volume 2010-2015
  • Table 14 Sales of Sugar Confectionery by Category: Value 2010-2015
  • Table 15 Sales of Sugar Confectionery by Category: % Volume Growth 2010-2015
  • Table 16 Sales of Sugar Confectionery by Category: % Value Growth 2010-2015
  • Table 17 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2010-2015
  • Table 18 NBO Company Shares of Sugar Confectionery: % Value 2011-2015
  • Table 19 LBN Brand Shares of Sugar Confectionery: % Value 2012-2015
  • Table 20 Distribution of Sugar Confectionery by Format: % Value 2010-2015
  • Table 21 Forecast Sales of Sugar Confectionery by Category: Volume 2015-2020
  • Table 22 Forecast Sales of Sugar Confectionery by Category: Value 2015-2020
  • Table 23 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2015-2020
  • Table 24 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2015-2020
  • Summary 1 Other Sugar Confectionery: Product Types

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Gum by Category: Volume 2010-2015
  • Table 26 Sales of Gum by Category: Value 2010-2015
  • Table 27 Sales of Gum by Category: % Volume Growth 2010-2015
  • Table 28 Sales of Gum by Category: % Value Growth 2010-2015
  • Table 29 NBO Company Shares of Gum: % Value 2011-2015
  • Table 30 LBN Brand Shares of Gum: % Value 2012-2015
  • Table 31 Distribution of Gum by Format: % Value 2010-2015
  • Table 32 Forecast Sales of Gum by Category: Volume 2015-2020
  • Table 33 Forecast Sales of Gum by Category: Value 2015-2020
  • Table 34 Forecast Sales of Gum by Category: % Volume Growth 2015-2020
  • Table 35 Forecast Sales of Gum by Category: % Value Growth 2015-2020

Confectionery in Georgia - Company Profiles

Barambo Ltd in Packaged Food (Georgia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Barambo Ltd: Key Facts

COMPETITIVE POSITIONING

  • Summary 3 Barambo Ltd: Competitive Position 2015

Packaged Food in Georgia - Industry Context

EXECUTIVE SUMMARY

Packaged food shows steady growth

Georgian consumers leaning towards packaged and branded products

Georgian companies take leadership

Georgian consumers opt for more convenient shopping

Growth of packaged food expected to slow over forecast period

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

MARKET DATA

  • Table 40 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 41 Sales of Packaged Food by Category: Value 2010-2015
  • Table 42 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 43 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 44 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 45 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 46 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 47 Penetration of Private Label by Category: % Value 2010-2015
  • Table 48 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 49 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 50 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 51 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 52 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 53 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

SOURCES

  • Summary 4 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • 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 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
  • Analysis by Type
  • Pricing
  • Products by Ingredient

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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