Home Care in Georgia

February 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Georgia report includes:

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

This report answers:

  • What is the market size of Home Care in Georgia?
  • Which are the leading brands in Home Care in Georgia?
  • How are products distributed in Home Care in Georgia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Home Care in Georgia

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2018-2023
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Distribution of Home Care by Format: % Value 2018-2023
Table 7 Distribution of Home Care by Format and Category: % Value 2023
Table 8 Forecast Sales of Home Care by Category: Value 2023-2028
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Air Care in Georgia

KEY DATA FINDINGS

Modern retailers give air care brands access to new consumer base
Brands aim to improve the ambience of a room
Multinational players retain their positions
Promising outlook for air care
Modern retailers will support category growth
Competitive landscape to heat up in air care
Table 10 Sales of Air Care by Category: Value 2018-2023
Table 11 Sales of Air Care by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Air Care: % Value 2019-2023
Table 13 LBN Brand Shares of Air Care: % Value 2020-2023
Table 14 Forecast Sales of Air Care by Category: Value 2023-2028
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

Bleach in Georgia

KEY DATA FINDINGS

Bleach is a traditional home care product
Competition intensifies with surface care
Health concerns taint the product's appeal
Bleach category to contract as consumers switch to surface care
Modern retailing to stifle development of bleach
Health concerns to hinder demand
Table 16 Sales of Bleach: Value 2018-2023
Table 17 Sales of Bleach: % Value Growth 2018-2023
Table 18 NBO Company Shares of Bleach: % Value 2019-2023
Table 19 LBN Brand Shares of Bleach: % Value 2020-2023
Table 20 Forecast Sales of Bleach: Value 2023-2028
Table 21 Forecast Sales of Bleach: % Value Growth 2023-2028

Dishwashing in Georgia

KEY DATA FINDINGS

Dishwashing faces stable growth
Automatic dishwashing records a number of new developments
Georgians shop around for their favourite brands
Dishwashing to enjoy stable growth
Price competition to remain intense
Product developments are integral to category development
Table 22 Household Possession of Dishwashers 2017-2022
Table 23 Sales of Dishwashing by Category: Value 2018-2023
Table 24 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 25 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 26 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 27 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

Home Insecticides in Georgia

KEY DATA FINDINGS

Wider distribution supports sales of home insecticides
Efficacy is shaping purchasing decisions
Consumers remain quite loyal to brands
Home insecticides face stable performance
Brands keen to deliver improved convenience and long-lasting protection
Bulk of volume purchases will be in spray/aerosol format
Table 29 Sales of Home Insecticides by Category: Value 2018-2023
Table 30 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 31 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 32 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 33 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

Laundry Care in Georgia

KEY DATA FINDINGS

Powder detergents remain the most popular choice
Detergent tablets emerge and attract consumer interest
Product developments focus on efficacy
Steady volume growth supported by growing appeal of liquid laundry detergents
Price sensitivity will remain an issue as consumers economise
Fabric softeners face robust growth
Table 35 Household Possession of Washing Machines 2018-2023
Table 36 Sales of Laundry Care by Category: Value 2018-2023
Table 37 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 38 Sales of Laundry Aids by Category: Value 2018-2023
Table 39 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 40 Sales of Laundry Detergents by Category: Value 2018-2023
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 42 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 43 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 44 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 45 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 46 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 48 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

Polishes in Georgia

KEY DATA FINDINGS

Demand for polishes remains robust post-pandemic
Rising prices encourage Georgians to trade down
Limited range of polishes hampers growth potential
Less mature categories face stronger growth prospects
Promotions and discounts are an imperative in polishes
Modern retailing expansion provides a means to grow sales
Table 50 Sales of Polishes by Category: Value 2018-2023
Table 51 Sales of Polishes by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Polishes: % Value 2019-2023
Table 53 LBN Brand Shares of Polishes: % Value 2020-2023
Table 54 Forecast Sales of Polishes by Category: Value 2023-2028
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

Surface Care in Georgia

KEY DATA FINDINGS

Surface care sees robust volume growth
Product development is integral to growth
Growing threat from cheaper parallel imports
Strong growth prospects in surface care
Surface care brands to deliver improved formulas
Parallel imports to grow significantly
Table 56 Sales of Surface Care by Category: Value 2018-2023
Table 57 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 58 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 60 NBO Company Shares of Surface Care: % Value 2019-2023
Table 61 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 62 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 63 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

Toilet Care in Georgia

KEY DATA FINDINGS

Toilet care enjoys steady growth
Flurry of new products in ITBs
Threat of parallel imports impact toilet care
Toilet care to enjoy steady growth
Product development to add value across toilet care
Parallel imports are an ongoing threat
Table 64 Sales of Toilet Care by Category: Value 2018-2023
Table 65 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 66 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 67 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 68 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 69 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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