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Country Report

Georgia Flag Retailing in Georgia

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About this Report

EXECUTIVE SUMMARY

Per capita sales in Georgia are strong

With a population of 4.5 million, Georgia is one of the smaller countries of the world. Its per capita level of income is low. Accordingly, volume and value sales in retailing compared to that of many other countries is small. However, per capita sales in retailing in Georgia are increasing as the economy is recovering gradually. Nevertheless, they are far behind that of developed countries of Western Europe and neighbouring countries such as Russia, Turkey and Azerbaijan. However, the per capita expenditure of more than US$1,000 excluding VAT is good number for countries similar to Georgia and testifies that consumers are spending their income almost completely in retailing.

In 2013 retailers undergo modernisation

In 2013 grocery retailers underwent modernisation. There was visible expansion of the selling space of modern grocery retailers and shrinking space of other grocery retailers such as open markets. 2012-2013 was also notable for the opening of the largest trading centre in the capital city, Tbilisi Mall, with growing number of branded products. The active flow of new brands was closely linked with the opening of the Tbilisi Mall.

Grocery retailers faces stronger competition from non-grocery

Grocery retailers dominate retailing, although the share of non-grocery retailing started to grow again after recession as consumer needs continued to grow and the increased income of the population enabled more of them to buy non-grocery products. In 2013, grocery retailers started to expand their selling space and increase their product range with non-grocery products. Thus, competition in lower-priced products became stronger between grocery and non-grocery retailers.

2013 witnesses more competition between traditional retail channels and modern retailers

In 2013,the leading grocery retailer was Nikora JSC. Expansion of Nikora JSC outlets contributed to its retail sales leadership in 2013. Non-grocery retailers were led by Aversi-Pharma Co, followed by Elit Electronics and PSP Group. Non-store retailing continued to be led by Oriflame Georgia and Avon Products Inc. Within grocery retailing appearance of new players such as the Carrefour multinational chain of hypermarkets and in non-grocery retailing the largest shopping mall Tbilisi Mall made competition stronger between traditional retail channels and modern retailers.

The performance of non-grocery retailers is expected to improve

The performance of non-grocery retailers is expected to improve over the forecast period as expenditure per capita is set to increase. Non-grocery retailing will have much stronger growth compared to grocery retailing.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing 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 Retailing industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Georgia for free:

The Retailing in Georgia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic number of stores, selling space 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:

  • How big is the grocery/non-grocery/non-store channel in Georgia?
  • Who are the leading retailers in Georgia?
  • How is retailing performing in Georgia?
  • What is the retailing environment like in Georgia?
  • Which channels are winning or losing in the fight for consumers’ money?

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 Retailing market research database.

Table of Contents

Retailing in Georgia - Industry Overview

EXECUTIVE SUMMARY

Per capita sales in Georgia are strong

In 2013 retailers undergo modernisation

Grocery retailers faces stronger competition from non-grocery

2013 witnesses more competition between traditional retail channels and modern retailers

The performance of non-grocery retailers is expected to improve

KEY TRENDS AND DEVELOPMENTS

Economic conditions

  • Summary 1 Dynamics of GrossDomesticProduct (GDP)
  • Summary 2 Statistics of employment in Georgia

Internet retailing

FDI affected by economic uncertainty in the country in 2013

MARKET INDICATORS

  • Table 1 Employment in Retailing 2008-2013

MARKET DATA

  • Table 2 Sales in Retailing by Channel: Value 2008-2013
  • Table 3 Sales in Retailing by Channel: % Value Growth 2008-2013
  • Table 4 Sales in Retailing by Grocery vs Non-Grocery: 2008-2013
  • Table 5 Sales in Store-Based Retailing by Channel: Value 2008-2013
  • Table 6 Store-Based Retailing Outlets by Channel: Units 2008-2013
  • Table 7 Sales in Store-Based Retailing by Channel: % Value Growth 2008-2013
  • Table 8 Store-Based Retailing Outlets by Channel: % Unit Growth 2008-2013
  • Table 9 Retailing Company Shares: % Value 2009-2013
  • Table 10 Retailing Brand Shares: % Value 2010-2013
  • Table 11 Store-Based Retailing Company Shares: % Value 2009-2013
  • Table 12 Store-Based Retailing Brand Shares: % Value 2010-2013
  • Table 13 Store-Based Retailing Brand Shares: Outlets 2010-2013
  • Table 14 Forecast Sales in Retailing by Channel: Value 2013-2018
  • Table 15 Forecast Sales in Retailing by Channel: % Value Growth 2013-2018
  • Table 16 Forecast Sales in Store-Based Retailing by Channel: Value 2013-2018
  • Table 17 Forecast Store-Based Retailing Outlets by Channel: Units 2013-2018
  • Table 18 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
  • Table 19 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018

APPENDIX

Operating environment

  • Summary 3 Standard Opening Hours by Channel Type 2013
  • Table 20 Number of Shopping Centres/Malls 2010-2013

Cash and carry

  • Table 21 Cash and Carry: Number of Outlets by National Brand Owner: 2009-2013

DEFINITIONS

SOURCES

  • Summary 4 Research Sources

Retailing in Georgia - Company Profiles

Aversi-Pharma Co Ltd in Retailing (Georgia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Aversi-Pharma Co Ltd: Key Facts
  • Summary 6 Aversi-Pharma Co Ltd: Operational Indicators 2011-2013

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 7 Aversi-Pharma Co Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 8 Aversi-Pharma Co Ltd: Competitive Position 2012

Elit Electronics JSC in Retailing (Georgia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Elit Electronics JSC Key Facts
  • Summary 10 Elit Electronics JSC Company Name: Operational Indicators 2011-2013

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 11 Elit Electronics: Competitive Position 2013

Goodwill Ltd in Retailing (Georgia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Goodwill Ltd: Key Facts
  • Summary 13 Goodwill Ltd: Operational Indicators 2011-2013

INTERNET STRATEGY

  • Summary 14 Goodwill Ltd: Share of Sales Generated by Internet Retailing 2011-2013

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 15 Goodwill Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 16 Goodwill Ltd: Competitive Position 2012

Nikora JSC in Retailing (Georgia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 17 Nikora JSC: Key Facts
  • Summary 18 Nikora JSC: Operational Indicators 2011-2013

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 19 Nikora JSC: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 20 Nikora JSC: Competitive Position 2012

PSP Group in Retailing (Georgia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 21 PSP Group: Key Facts
  • Summary 22 PSP GROUP: Operational Indicators 2011-2013

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 23 PSP Group: Competitive Position 2012

Grocery Retailers in Georgia - Category Analysis

HEADLINES

TRENDS

TRADITIONAL VS MODERN

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL FORMATS

  • Chart 1 Modern Grocery Retailers: Loli, Grocery retailer in Tblisi
  • Chart 2 Modern Grocery Retailers: Populi, Grocery retailer in Tbilisi
  • Chart 3 Modern Grocery Retailers: Goodwill, Supermarket in Tbilisi
  • Chart 4 Traditional Grocery Retailers: Tobacco, Food/drink/tobacco specialist in Tbilisi
  • Chart 5 Traditional Grocery Retailers: Fruits/vegetables, Other grocery retailing in Tbilisi

CHANNEL DATA

  • Table 22 Grocery Retailers: Value Sales, Outlets and Selling Space 2008-2013
  • Table 23 Sales in Grocery Retailers by Channel: Value 2008-2013
  • Table 24 Grocery Retailers Outlets by Channel: Units 2008-2013
  • Table 25 Sales in Grocery Retailers by Channel: % Value Growth 2008-2013
  • Table 26 Grocery Retailers Outlets by Channel: % Unit Growth 2008-2013
  • Table 27 Grocery Retailers Company Shares: % Value 2009-2013
  • Table 28 Grocery Retailers Brand Shares: % Value 2010-2013
  • Table 29 Grocery Retailers Brand Shares: Outlets 2010-2013
  • Table 30 Grocery Retailers Brand Shares: Selling Space 2010-2013
  • Table 31 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2013-2018
  • Table 32 Forecast Sales in Grocery Retailers by Channel: Value 2013-2018
  • Table 33 Forecast Grocery Retailers Outlets by Channel: Units 2013-2018
  • Table 34 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
  • Table 35 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018

Non-Grocery Retailers in Georgia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL FORMATS

  • Chart 6 Non-Grocery Retailers: Master Sport, Apparel specialist retailerin Tbilisi
  • Chart 7 Non-Grocery Retailers: Buneba, Leisure and personal goods retailer in Tbilisi

CHANNEL DATA

  • Table 36 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2008-2013
  • Table 37 Sales in Non-Grocery Retailers by Channel: Value 2008-2013
  • Table 38 Non-Grocery Retailers Outlets by Channel: Units 2008-2013
  • Table 39 Sales in Non-Grocery Retailers by Channel: % Value Growth 2008-2013
  • Table 40 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2008-2013
  • Table 41 Non-Grocery Retailers Company Shares: % Value 2009-2013
  • Table 42 Non-Grocery Retailers Brand Shares: % Value 2010-2013
  • Table 43 Non-Grocery Retailers Brand Shares: Outlets 2010-2013
  • Table 44 Non-Grocery Retailers Brand Shares: Selling Space 2010-2013
  • Table 45 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2013-2018
  • Table 46 Forecast Sales in Non-Grocery Retailers by Channel: Value 2013-2018
  • Table 47 Forecast Non-Grocery Retailers Outlets by Channel: Units 2013-2018
  • Table 48 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2013-2018
  • Table 49 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018

Non-Store Retailing in Georgia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 50 Sales in Non-Store Retailing by Channel: Value 2008-2013
  • Table 51 Sales in Non-Store Retailing by Channel: % Value Growth 2008-2013
  • Table 52 Non-Store Retailing Company Shares: % Value 2009-2013
  • Table 53 Non-Store Retailing Brand Shares: % Value 2010-2013
  • Table 54 Forecast Sales in Non-Store Retailing by Channel: Value 2013-2018
  • Table 55 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018

Segmentation

This market research report includes the following:

  • Retailing
    • Store-based Retailing
      • Grocery Retailers
        • Modern Grocery Retailers
          • Convenience Stores
          • Discounters
          • Forecourt Retailers
            • Chained Forecourt Retailers
            • Independent Forecourt Retailers
          • Hypermarkets
          • Supermarkets
        • Traditional Grocery Retailers
          • Food/Drink/Tobacco Specialists
          • Independent Small Grocers
          • Other Grocery Retailers
      • Non-Grocery Retailers
        • Apparel and Footwear Specialist Retailers
        • Electronics and Appliance Specialist Retailers
        • Health and Beauty Specialist Retailers
          • Beauty Specialist Retailers
          • Chemists/Pharmacies
          • Optical Goods Stores
          • Drugstores/Parapharmacies
          • Other Healthcare Specialist Retailers
        • Home and Garden Specialist Retailers
          • Home Improvement and Gardening Stores
          • Furniture and Homewares Stores
        • Leisure and Personal Goods Specialist Retailers
          • Bags and Luggage Specialist Retailers
          • Jewellery and Watch Specialist Retailers
          • Media Products Stores
          • Pet Shops and Superstores
          • Sports Goods Stores
          • Stationers/Office Supply Stores
          • Traditional Toys and Games Stores
          • Other Leisure and Personal Goods Specialist Retailers
        • Mixed Retailers
          • Department Stores
          • Mass Merchandisers
          • Variety Stores
          • Warehouse Clubs
        • Other Non-Grocery Retailers
      • Luxury Retail
        • Luxury Apparel and Footwear Specialist Retailers
        • Luxury Bags and Luggages Specialist Retailers
        • Luxury Department Stores
        • Luxury Jewellery and Watch Specialist Retailers
    • Non-Store Retailing
      • Direct Selling
        • Beauty and Personal Care Direct Selling
        • Apparel and Footwear Direct Selling
        • Consumer Electronics and Consoles Direct selling
        • Consumer Healthcare Direct Selling
        • Consumer Appliances Direct Selling
        • Home Care Direct Selling
        • Home Improvement and Gardening Direct Selling
        • Housewares and Home Furnishings Direct Selling
        • Media Products Direct Selling
        • Food and Drink Direct Selling
        • Traditional Toys and Games Direct Selling
        • Other Direct Selling
      • Homeshopping
        • Beauty and Personal Care Homeshopping
        • Apparel and Footwear Homeshopping
        • Consumer Electronics and Video Games Hardware Homeshopping
        • Consumer Healthcare Homeshopping
        • Consumer Appliances Homeshopping
        • Home Care Homeshopping
        • Home Improvement and Gardening Homeshopping
        • Housewares and Home Furnishings Homeshopping
        • Media Products Homeshopping
        • Food and Drink Homeshopping
        • Traditional Toys and Games Homeshopping
        • Other Homeshopping
      • Internet Retailing
        • Beauty and Personal Care Internet Retailing
        • Apparel and Footwear Internet Retailing
        • Consumer Electronics and Video Games Hardware Internet Retailing
        • Consumer Healthcare Internet Retailing
        • Consumer Appliances Internet Retailing
        • Home Care Internet Retailing
        • Home Improvement and Gardening Internet Retailing
        • Housewares and Home Furnishings Internet Retailing
        • Media Products Internet Retailing
        • Food and Drink Internet Retailing
        • Traditional Toys and Games Internet Retailing
        • Other Internet Retailing
      • Vending
        • Packaged Drinks Vending
        • Packaged Foods Vending
        • Personal Hygiene Products Vending
        • Tobacco Products Vending
        • Hot Drinks Vending
        • Traditional Toys and Games Vending
        • Other Products Vending

Statistics Included

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

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Employment
  • Grocery vs Non-grocery
  • Mobile Internet Retailing

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Sites/outlets
  • Sites/outlets % growth
  • Sites/outlets per capita
  • Selling space
  • Selling space % growth
  • Selling space per capita
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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