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Country Report

Georgia Flag Confectionery in Georgia

| Pages: 21

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • 2014 current value growth for chocolate confectionery slowed to 3% in 2014 from a review period CAGR of 4%. Slower growth was chiefly due to stronger price competition, as players competed for share via discounting. This resulted in slower current value growth for many areas, with bagged selflines/softlines notably slowing from 7% current value growth in 2013 to just 3% in 2014. This product area saw particularly intense price competition in 2014, due to strengthening competition from twist wrapped miniatures.

COMPETITIVE LANDSCAPE

  • Georgian company Barambo leads sales of chocolate confectionery and accounted for 22% value share in 2014. This company was only launched in 2010 but swiftly overtook the incumbent multinational leaders Mars and Kraft. The company continued to gain share marginally in 2014 over the previous year. Barambo benefits from its local production while using raw materials imported from Europe. The company also benefits from effective marketing and its wide distribution reach and product range. The company also continued to invest heavily in new product development towards the end of the review period.

PROSPECTS

  • Overall chocolate confectionery is expected to see 6% value decline at constant 2014 prices in the forecast period. This represents a worsening performance in comparison to the 2% growth seen during the review period. Decline will chiefly be due to intensifying price competition, particularly from domestic leader Barambo. In retail volume terms, sales are however set to grow by 2% CAGR in the forecast period, with this being in line with review period growth.

Gum

TRENDS

  • Gum is largely mature in Georgia, with sales growth also being constrained by population decline in the country. As a result, volume sales rose only slowly in 2014, with less than 2% overall growth. Current value growth is also being constrained by strong price competition among the leading players. As a result, current value unit price grew below the level of inflation in the year at less than 2% in the year, resulting in overall current value growth of just 4%.

COMPETITIVE LANDSCAPE

  • Wrigley dominated sales of gum for much of the review period and accounted for 55% value share in 2014, followed by Cadbury with 31% share. These multinationals benefit from offering strong brands with active advertising support and a wide distribution presence. They also offer a wide product range in sugar free gum, with Wrigley notably dominating both sugar free gum and bubble gum.

PROSPECTS

  • Gum is expected to see value growth at constant 2014 prices constrained by strong price competition in the forecast period. This will be linked to ongoing strong price competition among the leading players. Gum is expected to see a sharp 11% decline in unit price at constant 2014 prices in the forecast period.

Sugar Confectionery

TRENDS

  • Sugar confectionery benefited from two factors during the review period. Firstly, economic confidence and disposable income levels rose towards the end of the review period, encouraging consumers to spend more on indulgent products for themselves and their children. In addition, more good quality mid-priced and economy products became available during the review period, thanks to the entry of domestic player Barambo in 2010.

COMPETITIVE LANDSCAPE

  • Georgian company Barambo led sales in 2013 and 2014, accounting for 19% value share. This was despite the company only entering sugar confectionery in 2010. Barambo benefits from strong marketing support, wide distribution and a high level of consumer trust. The company offers a wide range of good quality products but is able to compete strongly on price with imported brands, thanks to its domestic production.

PROSPECTS

  • Sugar confectionery is expected to see 3% value decline at constant 2014 prices in the overall forecast period, while boiled sweets is expected to see 6% decline and medicated confectionery is expected to see 5% value CAGR at constant 2014 prices. Above mentioned growth rates are caused by fluctuations in exchange rates that are significant in Georgia over 2013-2014 period, therefore, price of imported goods being affected, so products that population was used to use becoming unreachable for part of the population, as a result companies start to import products of the lower pricing segment, this causes a decline at constant 2014 prices in the overall forecast period for all above mentioned categories that are affected at lower or higher rates according to their market prices and level of demand on the market.

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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 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2009-2014
  • Table 14 Sales of Gum by Category: Value 2009-2014
  • Table 15 Sales of Gum by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Gum by Category: % Value Growth 2009-2014
  • Table 17 NBO Company Shares of Gum: % Value 2010-2014
  • Table 18 LBN Brand Shares of Gum: % Value 2011-2014
  • Table 19 Distribution of Gum by Format: % Value 2009-2014
  • Table 20 Forecast Sales of Gum by Category: Volume 2014-2019
  • Table 21 Forecast Sales of Gum by Category: Value 2014-2019
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2014-2019
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2014-2019

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 25 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019

Confectionery in Georgia - Company Profiles

Barambo Ltd in Packaged Food (Georgia)

STRATEGIC DIRECTION

KEY FACTS

  • Table 36 Barambo Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 1 Barambo Ltd: Competitive Position 2014

Packaged Food in Georgia - Industry Context

EXECUTIVE SUMMARY

Meal solutions on the rise whilst impulse and indulgence products decline

Packaged/industrial bread replacing artisanal alternative at an increasing pace

Georgian companies gaining momentum

Retailers are tailoring the supply to the customer base

Meal solutions to become more relevant as average income grows; niche for new businesses

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 41 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 52 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS.

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 72 Sales of Packaged Food by Category: Value 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 75 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 78 Penetration of Private Label by Category: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 2 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 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
  • 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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